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How Consistency and Focus Transformed Wendy’s Online Business

A few weeks ago I was in the Inner Circle group and I saw a comment on a post. The “poster” was asking for some encouragement that it was possible to reach her sales goals. One of the comments stopped me in my tracks. When I read Wendy’s comment about how she doubled her sales last year – and she broke it down into steps – I knew I had to share it with you!

I’m so thrilled to finally chat with Wendy Aughe, founder of Log Cabin Vintage, face to face. Log Cabin Vintage is an online children’s bookshop with a mission to reconnect people with the books they loved as kids, and she’s passionate about helping people find and share those beloved books with their own children and grandchildren.

Wendy’s journey hasn’t been a straight line; initially, she sold vintage home decor. And while it may seem counterintuitive, she had much bigger success niching down to just children’s books than when she sold to a broader audience.

Wendy’s Big Pivot

In 2014, Wendy started selling vintage home decor on Instagram, gradually expanding her business to Etsy, local markets, and antique stores. After growing frustrated with Etsy, Wendy decided to take control by launching her own website. For about a year, she continued selling vintage home decor on her site. But the constant struggle of packaging and shipping large items made her rethink her business model. Aafter spending an hour building a box one afternoon, her husband suggested something that seemed impossible at the time– ditch the big items altogether and focus on books exclusively.

An avid reader all her life, Wendy had  always enjoyed finding children’s books the most, so after some consideration she took her husband’s advice and decided to specialize in vintage children’s books.

This niche focus turned out to be a smart move. Wendy noticed that there were very few booksellers solely dedicated to children’s books online. While many booksellers carried children’s books, hardly any specialized in them.

By narrowing her focus, Wendy carved out a unique space in the market, leading to greater success and satisfaction in her business.

A Methodical Approach to Success

Wendy’s superpower is that she is incredibly consistent and focused. She picks a goal and sticks to it, and this methodical, step-by-step approach has unlocked success for her new venture.

When she first started her business, Wendy had no idea how to run a Shopify store or manage emails. Coming from Etsy, where everything is done-for-you and sellers have little control over their own brands, she faced a steep learning curve when launching her own website. There was so much to learn.

To avoid overwhelm, Wendy broke everything down step by step. She admits there were times she felt frustrated and tempted by “shiny objects”— distractions that make you want to jump ship and try something new. But she always stayed focused on her goals, understanding that success doesn’t come from the first attempt (and sometimes not even from the second or third.) Wendy believes in doing things repeatedly until she gets it right.

She rebuilt her website not once, but twice—first for vintage home decor and then again when she shifted to selling books. This repeated effort gave her plenty of practice rebuilding and adapting her business. 

Wendy’s Secret Weapon: 1:1 Coaching

Wendy’s other secret weapon is getting help when she needs it. Many of our Inner Circle members hesitate to book coaching calls because they don’t know what to talk about or ask. But Wendy started booking calls early on, initially with Claudia (our email marketing coach). Wendy didn’t have time to learn everything at once, so rather than wasting time figuring out her email  service provider, she focused on listing products and getting them up for sale while Claudia worked on her email templates.

With Claudia’s help, Wendy got two master email templates designed with her branding. And Claudia didn’t just create the templates; she also showed Wendy how to use them, even filming the training sessions as part of their coaching calls.

How Regular Coaching Sessions Keep Wendy on the Fast Track to Success 

As Wendy narrowed her focus to vintage children’s books, she realized she needed regular guidance to stay on track. Enter Coach Tina, who meets with Wendy every two weeks, assigns tasks, and reviews her ads to ensure they’re running effectively. Tina helps Wendy by creating a game plan, telling her which Inner Circle trainings to prioritize and which steps to take next.

Wendy doesn’t have to prepare extensively for these calls. She simply outlines her goals and asks for help in creating a plan to achieve them. This approach helps manage her expectations and provides clear direction for where to focus her time and efforts.

From 25 to 200 Web Visitors a Day: How Wendy 10x’d Her Traffic

When Wendy first started, she was getting only about 25 web visitors a day. It was a real struggle—hardly anyone knew about her shop or what her business was about. With such low traffic, making sales was nearly impossible.

Despite having been an Inner Circle member for a while, Wendy had avoided Facebook ads for a long time.

But after completing our Big Picture Training and reviewing her numbers for the past month to identify gaps in her sales funnel, she had an aha moment. She needed a bigger audience if she had any hope of meeting her sales goals.

This is where tools like a brand video become essential for audience building – the video reaches a large audience, and then a second retargeting ad drives traffic to your site, which can significantly boost your numbers. Using these strategies, Wendy almost 10xed her traffic (and doubled her sales).

On track to double her sales again this year, Wendy finds it exciting to compare year-over-year progress. Even if day-to-day numbers feel stagnant, looking at sales data from the same month last year shows just how far she’s come. For example, by the 17th of the current month, she had already tripled her sales compared to last April.

And the butter to her paid marketing bread? Email.

Alongside her paid ads, Wendy is diligently building her email list and sending them campaigns weekly. She’s also in the process of creating automated flows that will keep her subscribers looped in with very little effort on her part.

Even though she’s got a lot to stay on top of, Wendy is the first to say that the weekly effort is paying off.

Wendy tries to limit product-listing to one or two hours a day to avoid getting distracted from other essential tasks. She emphasizes that marketing should always come first, not last. This disciplined approach helps her maintain steady growth and achieve her business goals.

The Biggest Win Of All: Wendy Is Paying Herself Now

Rather than waiting to hit specific sales goals or order numbers each month, Wendy has started paying herself a percentage of her gross profit each month. Whereas before, she would only take money out of her business sporadically, usually for personal expenses like her daughter’s summer camp or braces. Now, she sets aside 25% of her gross sales every month into a money market account. She’s saving up for a big dream, but after a chat with her mentor, Tina, she realized that if she didn’t start saving now, her dream would never become a reality.

Using a percentage to determine her pay took the pressure off hitting specific financial targets and made the habit of paying herself much easier. She recommends starting small, even with just 10%, and adjust as you feel more comfortable.

Wendy also continues to invest in her business growth through things like personal development and keeping her membership in the Inner Circle active. Nurturing her business’s growth while still enjoying the rewards of her hard work helps keep Wendy motivated and ensures both she and her business are financially healthy.

Advice Wendy Would Give to Her 2021 Self

Wendy says that if she could go back and chat with her 2021 self, she’d tell her to pivot sooner. Back then, she was worried about losing her audience if she switched from vintage decor to books. But after making the switch, she realized that while some followers did drift away, many who loved vintage decor also loved using books to decorate their spaces.

She also began to discover her true audience—people passionate about collecting books or those seeking to reconnect with beloved books from their childhood. These are the folks who had cherished memories tied to these books, perhaps ones they lost or that were damaged over time.

Wendy would also be less afraid to seek help. She now believes in the power of coaching calls for gaining insights and support, which at first she hesitated to take advantage of. Getting consistent advice from experienced coaches has made a huge difference, fast-tracking her progress and helping her stay accountable.

What’s Next For Wendy

Wendy recently launched her YouTube channel and plans to create more content throughout the year. She’s excited to continue growing her sales and expand her business’s reach to the homeschooling community looking to add depth to their curriculum with classic literature.

Wendy is eager to dive into this niche, although she acknowledges she has a bit to learn about the community and their needs. Most importantly, Wendy is careful not to rush into it. She’s focused on making sure her business’s current operations are smooth and effective before branching out.

Wendy believes in ensuring everything is running well before taking on new challenges.

Consistency Is Your Compass

Wendy’s journey is a powerful reminder of the importance of consistency and the value of steady, incremental progress. Each step she has taken, whether pivoting her business model, expanding into new markets, or diving into social media ads, reflects her commitment to moving forward thoughtfully and deliberately. Wendy’s willingness to seek guidance through coaching and to adapt her strategies based on what she learns has significantly contributed to her growth.

By putting one foot in front of the other and knowing when to seek help, Wendy continues to build a sustainable and flourishing business. Her story is a lesson to all online store owners to embrace consistency as their compass and to recognize that sometimes, slow and steady really does win the race.

RELATED LINKS:

Log Cabin Vintage

How Many “Eyeballs” See Your Product?

https://thesocialsalesgirls.com/how-many-eyeballs-see-your-products-get-past-this-roadblock-to-success-episode-175/

Here’s How To Find Your Future Buyers

https://thesocialsalesgirls.com/heres-how-to-find-your-future-buyers-episode-206/

What Happens When You Put Marketing First

https://thesocialsalesgirls.com/what-happens-when-you-put-marketing-first-episode-198/

Build A Massive Audience With A Brand Video

https://thesocialsalesgirls.com/build-a-massive-audience-with-a-brand-video-episode-162/

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales, without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

Joining Forces: The Magic of Brand Collaboration

If you’ve been around The Social Sales Girls long, you know that we’re all about traffic. Driving new eyeballs to our websites and converting them to customers. In the Inner Circle our students learn all about how to identify their ideal audience and how to leverage social media, SEO strategies, and paid ads to bring those people in.

But what if I told you there’s a SHORTCUT?

A way to reach your perfect audience, without spending a dime? We call it “collaboration” and our Member Success Coach Tina Bar-On is our resident expert on this strategy that will introduce your brand to folks who might never have stumbled upon it otherwise, boost your site traffic and, grow your email list with engaged, potential customers.

Back in episode 120 Tina told us about her year of monthly collaborations. Initially, she wasn’t blown away by the results—some collaborations seemed to fizzle out. But when she looked back and really analyzed the data, the outcome was impressive. From all those collaborations, Tina ended up growing her email list by thousands. What’s more, these weren’t just any subscribers; they had a phenomenal 5% conversion rate, with several making multiple purchases. This was a prime audience that really resonated with the ethos of shopping small and valued her brand’s unique qualities.

The big takeaway from Tina’s experience? Even if in the moment a collaboration doesn’t feel like a win, the cumulative effect can be significant.

How Collaborations Can Multiply Your Sales Opportunities

A brand collaboration is basically teaming up with another business to help each other reach more people and grow. It’s about pooling your resources—like your audiences and your marketing platforms—to give each other a boost. You could share each other’s social media posts, promote each other’s products, or even team up for a joint giveaway.

The idea is to introduce your brand to folks who trust and buy from your collaboration partner, leveraging their credibility to gain new followers or customers. And here’s why I think every single online store owner should be embracing collaboration: you’re not shelling out big bucks for ads, you’re using what you both already have to reach a wider audience. It’s like getting a friend to vouch for you, making new potential customers feel more at ease checking you out since someone they already trust thinks you’re great.

Blueprint for Success: Crafting Your Collaboration Strategy Step-by-Step

Here’s how Tina likes to roll out a collab. She starts with a couple of teaser posts on Facebook, her go-to platform. She’ll drop hints like, “Hey, something cool’ss on the way!” and maybe show off a pic of a favorite product from her collab partner’s collection, or their logo to stir up some interest.

Next, she dives into a full week of sharing their products and content. She might post their brand video, a cool discount code they’ve given just for her audience, and she’ll send out some emails to spread the word. But she keeps it to a limited time—no more than a week or a week and a half. Then it’s back to business as usual, focusing on her own store.

What Tina loves about this method is that it’s quick and impactful. We know people need to hear a message a few times before they act on it, so packing it into a short burst helps drive that message home. It might seem like a lot to share their content for a whole week, but it’s effective.

Tina doesn’t make any new content; she uses what her partner already has. She’ll browse through their feed, pick things that align with what her audience likes, and share those. She might add a personal touch like, “Check out this amazing behind-the-scenes look at how this jewelry is made—I think you’ll find it as cool as I do!”

Since it’s Tina sharing, people who know and trust her taste get that extra nudge to check out what she’s recommending.

Keep it simple at the start. This makes everything less intimidating, and you’ll feel good knocking out those smaller wins, which amps you up to take on more.

What’s Stopping You? Common Barriers To Collaboration

Each month in the Inner Circle we have focused training in the classroom. And as part of that monthly theme, we host a live call with two of our coaches where students can ask questions, meet other members (and potential partners), and start to plan out their monthly activities. Our focus in April was collaborations, and on the live call, Tina was able to hear firsthand some of the barriers that store owners encounter when trying out this strategy.

Here’s how you can tackle some common hang-ups that make collaborating feel tougher than it is:

Hang-Up 1: Finding the right partner

Issue: Many store owners struggle to identify collaboration partners because they think they need to be selling something similar.

Solution: When you’re on the lookout for a collaboration partner, keep it straightforward and easy. Start by finding common ground. For example, if you’re independent store owners, that’s a great starting point because you’re likely attracting customers who aren’t just hunting for the cheapest deal—they’re not your typical big box store shoppers. They’re looking for something unique, something that big retailers don’t offer.

It’s also smart to partner with someone who serves the same geographic area as you do (i.e. find stores who ship to the same countries as you do). This way, your audiences are more likely to overlap, which can make logistics and marketing smoother.

Sometimes, people worry about potential partners being too similar to their own brand. But remember, each brand has its unique story. Tina sells artisan-made home decor and jewelry, and she’s successfully partnered with other jewelry shops, vintage bookstores, and even food stores. It works because both shops’ offerings connect with different facets of our customers’ interests.

In the end, it’s all about getting your brand in front of new eyes. Focus on shared interests and values rather than worrying too much about product overlap or audience size. Let the audience decide what resonates with them. Keep it simple, and you’ll find the right partners who can help you reach new customers and grow your business.

Hang-Up 2: Feeling Too Small to Play

Issue: If your social media following is small, you might think you’re not a good enough partner for a collab.

Solution: It’s all about quality, not quantity. Even if your follower count isn’t massive, every store owner struggles with what to post that will delight their audience. Can you create a post for them that has great photos? Can you tell a story that will get their customers laughing or excited about what you do? Do you have a stellar brand video they could share? That’s what your partner and their audience will value most, not the size of your audience.

Hang-Up 3: Fair Play Fears

Issue: Worrying about whether it’s a fair trade if your new collab buddy has a smaller list or fewer followers can stall you before you even start.

Solution: Think generosity over reciprocity. It’s not about matching up stats—it’s about mutual growth and reaching new customers. If it really bugs you, the store with the larger list can send only to a segment that’s equal to the size of your list. But remember, this is more about helping each other out than keeping score.

Hang-Up 4: Making Mountains Out of Molehills

Issue: Overthinking every little detail? That’s a surefire way to never get past the planning phase.

Solution: Start with something small and simple. Share each other’s posts, team up for a mini-event, or swap blog features. Get a feel for working together on little things before you dive into anything too deep.

“When you start out, just get it done, done is better than perfect. And success really just looks like, okay, I did it. My products in front of a whole new engaged audience. Somebody has shared my story on social media.”

Teamwork Makes The Dream Work: Measuring Success

When your collaboration has ended and you’re evaluating whether it was a hit or miss, here’s what you should consider:

• Did They Deliver? Check if your partner did everything they promised. It’s all about whether they stuck to the plan.
• Communication Check: Did you guys manage to have a post-collab chat? It’s good to talk things through—what went well, what didn’t, and learn from each other.
• Repeat Potential: Is this someone you’d be keen to team up with again? If you’re nodding yes, that’s a pretty good sign it went well.
• Engagement Metrics: Did your links get clicks? How about the emails they sent out—did those drive traffic your way? These numbers can tell you a lot about the practical impact of the collab.

Before you dive into more complex projects like giveaways, these are the basics to nail down. They give you a solid idea of whether you’re on the right track for future successful collaborations with this partner.

And if a collaboration doesn’t pan out, don’t stress over it. You always end up learning something valuable. Maybe you find out that the product or brand just didn’t click with your audience, or perhaps the strategy you chose wasn’t the best approach. Next time, you might try tossing in an extra email or maybe including a discount to see if that spices things up.

Sometimes, it turns out the person you chose to collaborate with isn’t the right fit, and that’s totally fine. Don’t just throw in the towel and decide collaborations aren’t for you. Keep pushing, keep trying. Here’s the thing: it’s a numbers game. It’s all about taking action and getting your brand in front of new eyes. The more you do, the better your chances of striking gold.

How Often Should You Collaborate?

Tina has a pretty big network, so she collaborates every two or three months. But if you’re just starting out, aiming for at least two collaborations a year is a solid beginning. And if you click with someone awesome, why not suggest another collaboration the following month?

Remember, it’s all about spotting opportunities. Whenever you meet another brand or store owner, think about whether they could be a good fit for a collaboration. Open up that conversation! And if they’re not already in the know—like not part of your usual circle—you might need to spell out what collaborating involves because sometimes people assume it’s going to be a huge deal.

Realistically, you could collaborate as often as once a month if you’re up for it and have partners lined up. It should definitely be part of your content strategy. After all, it’s about getting more eyes on your products without extra costs—purely a numbers game. So, don’t hold back. The more you do, the more your audience and traffic will grow!

How Do You Nurture Collab Leads?

Treat them just like you would any other contact, it’s as simple as that. Sometimes we overthink it and start creating all these complex rules—like if someone came through a popup, they need a certain type of message, or if they came through another route, they need a different approach.

But here’s the thing: these are all warm leads. They’ve shown interest; they’ve opted in. So just loop them into your regular communications. Send them the same engaging content and brand stories you send to everyone else on your list. Keep it straightforward and consistent. Whatever you think they should know about your brand, that’s what you should be sharing right from the start.

Get Over Yourself And Collaborate!

I know I’m a broken record about this strategy, but I really encourage you to just dive in and start. Don’t let anything hold you back. Find a partner without overthinking it. If you’re part of our Inner Circle, you’ve got a pool of potential partners right at your fingertips. Decide what you’re going to swap—maybe a story, a brand video, or something cool like “Tina’s favorites” or your own version of that. Settle on what you’ll exchange and when, and then just give it a shot.

Try it out and stick with it for a while. You’ll see how all those small steps add up over the year. And the best part? It’s not just about business growth. This is also about connection. E-commerce can be a lonely place, but through collaboration, you end up making friends, learning new things, maybe picking up a tip or two.

RELATED LINKS:

Organic Results That Will Shock You (Tina’s Year Of Collaboration)

https://thesocialsalesgirls.com/a-year-of-results-that-will-shock-you-episode-120/

The Story of A Profitable Makers Collaboration

https://thesocialsalesgirls.com/the-story-of-a-profitable-makers-collaboration-episode-30/

How To Use Collaborations To Get Traffic And Sales

https://thesocialsalesgirls.com/how-to-use-collaborations-to-get-traffic-and-sales-episode-18/

Think Out Of The Box For Organic Growth

https://thesocialsalesgirls.com/think-out-of-the-box-for-organic-growth-with-suzi-dafnis-episode-101/

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales, without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

What if I could show you how you can slash your giant list of things to do? 

I’m going to give you my process, so you could slash that list today. When you do, I promise, you’ll be more effective, you’ll make measurable progress, and you’ll feel better about how you spend your time.

How do I slash my “To Do List” without creating more stress?

The goal is to reduce the tasks on your list and feel confident that everything won’t fall apart.

You start by realizing that you’ll have a bigger impact on your results if you focus on doing a great job on a few areas of your business, rather than spending your work time rushing through your list and checking off a bunch of tasks.

When you’re in “check off” mode, you’re often not clear on why you’re doing the work, and you’re not asking yourself this one important question:

What does my business need right now?

When we’re in a state of overwhelm, most of us can’t see the answer. We see every task on our list as “important. That creates a sense of urgency, and it’s why we always feel like we’re behind.

A big “To Do List” is the Kiss of Death for people like us.

When you’ve got a big list of important things to do, you’re likely to be in high gear, dipping in and out of projects all the time. You feel like you’re working hard, and you’re doing the things you’re supposed to focus on, but you probably don’t feel confident that you’re on the right track. It feels messy and hard, and you wonder if you’re wasting your time.

Or, you might be the opposite. You might have a huge list of things you know you should do, but you still feel stuck. You know that you don’t have the time and resources to do all the things on your list. You want to work smart, but you can’t get clarity on where to start, and what will have the most impact on your results. You’re experiencing decision overwhelm, and you feel like you’re wasting your time

Wasting time is more expensive than wasting money.

Don’t risk doing a little of a lot of things, but not completing anything. 

Imagine that you have a piece of lumber setup with 10 nails that you need to finish hammering into the lumber. You’re allowed to hit the nails 10 times.

If you hit each nail 1 time, you’ll start 10 nails, but you won’t finish nailing any of them into the lumber. And in fact, you might not even be able to see that you’ve done anything.

But if you choose to focus on just 2 nails, and hit them 5 times each, you’ll finish hammering in 2 nails. You’ll be able to see the impact of your 10 hits. You’ll be clear and confident about the progress you’ve made, and what’s left to do.

Give yourself permission to remove tasks from your plate, so you can focus, and see the impact of your efforts.

3 steps to deciding what your business needs right now

1. You have to start at the end to find where you should begin. 

When we’re prioritizing, it’s too hard to sort through and make assessments about all the things we “could” do. So we don’t make a decision. We default to “doing all the things” or we spin in circles, analyzing our options from all angles, and ending up exhausted.

When I’m working with a client, I always ask them about outcomes, usually in the form of a question like this:

• If you woke up X months from now, and ONE thing had changed in your business, what would that ONE thing be?
• In your perfect world, what would have changed in your business in 3 months?
• When you focus on outcomes, it gives you clarity on the destination. Once you know where you’re headed, you can make a plan to get there.

Here are some examples of an outcome:

• My sales have grown
• I’m emailing my list and getting more sales
• I’ve got more time to do marketing because some tasks are off my plate

2. Make your outcome specific and measurable.

If you’re headed to a vacation rental in a city 500 miles away, would you ask for directions to the city, or would you use the address to get directions that take you all the way to your rental?

You’ll make better decisions when you take the time to get specific about your outcome.

You’ll come closer to achieving your outcome when you find a way to measure your progress.

Here are some examples of how to make outcomes specific and measurable:

From: My sales have grown
To: My sales have grown by 10% each month. I’m tracking my sales in a spreadsheet every week.

From: I’m emailing my list and getting more sales
To: My Welcome, Abandoned Cart, and Browse Abandonment flows are complete, and I have sent a campaign every week. I have a spreadsheet to track my campaign sales and I have identified my 4 best campaigns.

From: I’ve got more time to do marketing because some tasks are off my plate
To: I have freed up 2 hours a day. I have a customer service app and I have trained my new Customer Service VA to manage all  customer service inquiries. I have created canned responses and training videos so that my VA has the information she needs to do the job, and we’ll be covered if we have to train someone else on this job.

3. Work in your zone of genius 

Give yourself permission to stop doing all the things. Even though you think you can’t afford to get the help you need, I’m going to encourage you to change how you think about this.

I see too many store owners bogged down and frustrated by tasks that aren’t in their zone of genius.

If you’re hesitant to hire for tasks, I would encourage you to start with “one time” tasks.

These are often set ups or installations that require a particular set of skills. A few good examples are things like upgrading the theme on your store, or custom coding, or migrating to a new email provider, or setting up the framework for email automation.

Before you hire someone to do a task, you must understand the outcome you want, and have a clear picture of what a good result looks like.

Remind yourself that you don’t have unlimited time or unlimited energy. Like money, time and energy are resources. When you spend them doing work that is not in your zone of genius, or that you’re not even good at, you’re spending your high value resources on work that you’re not qualified to do.

It’s like hiring the CEO of a fortune 500 company to rewire your house.

This Blog Post and Podcast will show you how to budget for this:
https://thesocialsalesgirls.com/how-to-have-more-cash-in-your-business-episode-164/

Remember this when you’re facing overwhelm:

Give yourself permission to slash your to-do list. You’ll be more effective, you’ll make measurable progress, and you’ll feel better about how you spend your time.

When you’re deciding on your priorities, ask yourself “What does my business need right now”.

Focus on specific, measurable outcomes, and use them to decide what your business needs.

Work in your zone of genius as much as you can. Wasting time is more expensive than wasting money.

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales, without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

or scroll down to get the highlights

Get the details on this week’s episode:

The magic of transforming debt into profit with Ciara Stockeland

I’m excited to introduce you to Ciara, a brilliant mind who’s become a superstar for many in our Inner Circle community. She’s a pro at guiding e-commerce store owners out of the murky waters of debt and into the realm of profitability. Many of us struggle silently with financial challenges, but Ciara wants to flip that script. Her insights have transformed so many of our members’ businesses, and her advice might help you redefine your approach to your online store’s finances.

Click HERE to listen to the interview, or keep scrolling to learn how having a profit plan can change everything for your business.

The Debt Dilemma

Does this sound familiar? You’ve built a business and learned how to generate sales, things are humming along, but you still find yourself struggling financially, barely making a living wage, or worse, not paying yourself at all. You’re left feeling like an imposter – successful on the outside, but privately failing, especially when it feels like one misstep could take you out altogether.

But what you might not even know is that this is totally solvable. In fact, the most valuable thing you can do for yourself in this situation is to identify what is causing the breakdown. Recognizing and addressing your financial challenges is a little like finding a missing piece in a puzzle. Once you identify where your bucket is leaking, the complete picture of your business’s health becomes clearer, so you can get closer to stability.

 Why Profit Beats Sales

The first and most important mindset shift Ciara advocates is to shift your focus from sales to profit goals. While setting and meeting high revenue goals may feel good and seem impressive, what truly matters is how much of that revenue you retain as profit. Having a million-dollar business is meaningless if the profit isn’t there.  And no one talks about this. You only ever hear people bragging about their “multi six-figure businesses,” never about their 5% net profit increase. It’s time we celebrate actual financial success, not just the illusion of it!

Scaling Up Your Sales (And Your Problems)

Often, online store owners say they can’t think about profit until they get more sales. But without a profit plan, merely increasing sales won’t resolve underlying issues. Ciara recently encountered a business owner considering expansion to solve her cash flow problem, without recognizing that bigger sales would only make her existing problems bigger.

So many store owners end up feeling like the store owns THEM. And then they’re stuck. But having a profit plan can prevent a business from being trapped by its own growth.

When you focus on profitability instead of revenue, you find both financial freedom AND peace of mind.

When Should I Focus On Profit?

The best time to prioritize profitability was yesterday. The second best time is now. In the entrepreneurial world we hear so much “wisdom” that just isn’t true. That you won’t be profitable for 5 years, or that you should re-invest your profit instead of paying yourself. Why would you ever assume you’re going to take a loss for 5 years if you didn’t have to? Why not assume both you and the business will do well?

It’s never too early, and it’s never too late to focus on making your business financially successful, by analyzing and adjusting your financial strategies NOW.

Whether you’re just starting out and wondering where your next sale will come from or have been in business for a while and making hundreds of thousands, it’s critical to aim for profitability starting now.

Profit & Loss, Demystified

A Profit and Loss (P&L) statement can be simplified by viewing it as five main categories or “buckets.” These include:

• Sales
• Cost Of Goods Sold
• Gross Margin (Sales minus COGS)
• Expenses
• Profit

It’s really just simple math. For example, Ciara recently met with an ecommerce boutique owner who just started, and she was frustrated because despite consistently having $5k months, she was $1k in the hole every month. When they looked at the buckets, it was the margin that was too low to make the math work. So the next step was to look at the pricing and product mix. Could she raise prices and set slightly higher sales goals? Once she identified the problem, the solution was fairly simple.

By focusing on these 5 buckets and their relationship, you can pinpoint where your store may be underperforming, identify areas for improvement, and make informed decisions to enhance your profit.

Money Mondays

Ciara recommends a “Money Monday” routine, taking just 15 minutes to review last week’s sales and costs of goods, inputting them into a spreadsheet to calculate the gross margin. This practice helps you understand your financial health weekly (instead of however infrequently you actually sit down to look at your numbers), and gives you back control over your finances. By looking straight at your cash flow, the steps you need to take become clear.

 Benchmarking for Success: What’s Your Margin Goal?

When establishing profit goals for e-commerce or brick-and-mortar stores, particularly for those new to this, Ciara says to aim for a 60% gross margin and a 20% net profit. These targets are benchmarks to strive for, understanding that it might take months or years to achieve them, depending on individual business circumstances. If you’re dealing with debt, your net profit might need to exceed 20%. Adjust as necessary, depending on your financial situation, but these figures provide a solid starting point for setting your profit goals.

Finding Your Financial Guru

Ciara didn’t start out a money magician. Once upon a time she was a boutique owner with VERY messy books, and a loose grasp on profit. She found her Financial Guru in the form of Randy, a fractional CFO who helped her most by creating a completely judgment-free zone. And so she knows firsthand that the process of sorting out your finances can be painful. You’ll have to make hard choices.

Ciara says that every single store owner who comes to her is interested in eliminating debt, but they’re not necessarily committed. It’s that commitment to success that earns you the biggest reward of all – financial freedom. No matter what challenges or opportunities arise, you have the freedom to make the best choice for yourself.

This profit-first approach offers a clear, actionable path for e-commerce entrepreneurs looking to secure their financial freedom and peace of mind. Whether you’re struggling with debt or just hoping to earn a bigger paycheck, Ciara’s method can help you get there.

Take your next step toward financial clarity by checking out Ciara’s website HERE.

RELATED LINKS:

Ciara’s Website: ciarastockeland.com

A Profit First Expert Shares How To Manage Inventory

https://thesocialsalesgirls.com/a-profit-first-expert-shares-how-to-manage-inventory-episode-82/

Do This Now And Be More Profitable

https://thesocialsalesgirls.com/do-this-now-and-be-more-profitable-episode-204/

Will You Take Charge And Pay Yourself More?

https://thesocialsalesgirls.com/gross-profit-will-you-take-charge-and-pay-yourself-more-episode-188/

Pricing To Maximize Profit

https://thesocialsalesgirls.com/pricing-to-maximize-profit-episode-167/

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales,
without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.

New FREE Course coming September 22nd

GROW YOUR SALES

(without breaking the bank)

Conversion School is a step by step process to grow your sales, without spending a fortune on risky ad strategies, or discounting your products.

Works for Ecommerce stores at all stages.

Start getting consistent sales, and see significant sales growth every month.