How to Get More Sales: The Complete Small Business Guide for Products and Services

Struggling to increase sales? This complete guide shows small businesses, whether you sell products or services, online or offline, how to get more customers, boost profits, and scale sustainably.

Every small business owner has the same question on repeat:“How do I get more sales?”

For some, the problem is getting those first few orders. Others are making sales but barely covering costs. And many are profitable but plateaued, unsure how to scale further.

No matter where you are on your business journey, this guide will help you move forward. It’s designed for:

Product sellers → Etsy shops, boutiques, retail stores, Shopify businesses.

Service providers → coaches, consultants, stylists, tutors, tradespeople, local professionals.

Hybrids → businesses that offer both (like a gym that sells memberships and supplements).

We’ll walk through clear strategies for three stages:

1. Beginners (little or no sales).

2. Businesses breaking even.

3. Profitable businesses ready to scale.

And we’ll ground everything in the four cornerstones of sales growth:

Positioning → Who you serve and why they should buy from you.

Branding → How trustworthy and professional you appear.

Quality → The standard of your product or service, and the customer experience you deliver.Specific

Advertising → How you get in front of the right audience.

If sales aren’t where you want them, chances are one of these pillars is weak. Strengthen it, and sales follow.

Stage 1: Beginners (Little or No Sales Yet)

When you’re just starting out, the goal is traction. You don’t need fancy funnels or paid ads yet. You need clarity, credibility, and your first handful of happy customers.

1. Positioning: Define Your Niche

Products:

Don’t just sell “mugs.” Sell cozy cottagecore mugs for women who love seasonal décor.

Don’t just sell “candles.” Sell eco-friendly soy candles for wellness lovers who want clean burning at home.

Services:

Don’t just say “I’m a graphic designer.” Say “I help coaches design branding kits that make them look professional online.

”Don’t just say “I cut hair.” Say “I help busy professionals look polished with quick, modern cuts.”

Quick Action: Write a one-sentence positioning statement:> I help [ideal customer] achieve [specific result] with

.

2. Branding: Build Instant Trust

New sellers often look “new.” Buyers hesitate when they’re unsure if you’re reliable. Strong branding closes that gap and makes you look established, even if you’re just starting out.

Products:

E-commerce (Etsy, Shopify, Amazon):

Use professional-looking photos with consistent backgrounds and lighting. Lifestyle photos (a mug on a desk, a candle on a nightstand) build connection better than plain product shots.

Brick-and-mortar:

Keep your signage clean, visible, and easy to read. Displays should look intentional, not cluttered. A consistent look across your store tells buyers, “This business is professional.”

Packaging: Even budget-friendly packaging can look premium with a little effort. A branded sticker, thank-you card, or tissue paper goes a long way.

Example: An Etsy jewelry seller with only 3 products can still look polished with consistent photo backgrounds, a logo watermark, and cohesive packaging.

Services:

Professional presence: Have a simple but clear online home. Even a one-page site or booking link can build credibility if it looks clean and branded.

Profile photos: Use the same professional headshot across platforms (LinkedIn, Instagram, website). Consistency = trust.

Language and tone: Your brand isn’t just visuals; it’s also how you communicate. If you’re a tutor, keep language supportive and approachable. If you’re a consultant, keep it confident and solution-focused.

Example: A dog groomer who posts before-and-after photos in the same branded template every week looks far more professional than a competitor who posts random, inconsistent snapshots.

Why Branding Matters for Sales

Recognition: Customers remember and come back when they recognize your look.

Trust: Strong branding makes you look established, even if you’re new.

Value perception: A well-branded $30 product feels more valuable than an unbranded $30 product.

Quick Action: Choose 2–3 brand colors and 2 fonts. Apply them across your website, social posts, packaging, and marketing materials. Update one product photo or social post today to match your new brand style.

3. Quality: Make First Customers Rave

Your first 5–10 customers can make or break you. Their reviews and referrals will either fuel growth, or stall it. High quality creates trust, repeat business, and free marketing.

Products:

Packaging matters: Even on a budget, presentation makes buyers feel valued. Tissue paper, a simple thank-you sticker, or a handwritten card can turn a $15 Etsy order into a memorable experience.

Accuracy + speed: Ship on time, deliver what was promised, and avoid mistakes. A single late or wrong order early on can cost more in lost trust than in refunds.

Durability: Make sure products match the description. If a “dishwasher safe” mug peels after one wash, reviews will sink you.

Example: A candle seller who wraps each order in kraft paper, includes matches with her logo, and ships quickly earns repeat buyers, even if her candles are slightly more expensive.

Services:

Overdeliver strategically: Add small extras without devaluing your work. A VA could provide a short Loom video explaining a process. A hairstylist might include a complimentary styling tip.

Professionalism = quality: Show up on time, communicate clearly, and set expectations before you start. Reliability builds trust as much as skill.

Follow-up: Don’t wait for customers to reach out. A quick check-in (“How did everything go with your session/product?”) shows you care.

Example: A dog groomer who texts pet parents a “before & after” photo immediately after appointments earns both referrals and repeat bookings.

Why Quality Drives Sales

Reviews: Platforms like Etsy and Google reward highly rated sellers with better visibility.

Referrals: People love to recommend businesses that “wow” them.

Retention: High quality makes it easier to upsell and cross-sell later.

Quick Action, Ask yourself: If I received this product or service, would I feel so excited that I’d tell a friend about it? If the answer is “not yet,” tweak one thing, packaging, speed, professionalism, or follow-up—until the answer is “yes.”

4. Specific Advertising: Free Visibility First

You don’t need to jump into paid ads yet. In fact, most small businesses waste money by advertising too broadly. The smartest move in the beginning is to focus on free, targeted visibility where your ideal buyers already are.

Products:

Keyword research = visibility: Spend 20 minutes a week researching what customers are typing into Etsy, Pinterest, and Google. Use those exact search terms in your product titles, tags, and descriptions. (SEO keywords like handmade boho earrings or eco-friendly coffee mug are gold.)

Lifestyle photos: Don’t just post product-only shots. Show your items in use, mugs on a cozy desk, candles in a spa bathroom, jewelry worn with an outfit. Lifestyle imagery makes buyers imagine the product in their own lives.

Pinterest SEO: Every pin is searchable for months or years. Create multiple pins for each product, using different keywords and lifestyle images.

Local visibility (for brick-and-mortar): Post in community Facebook groups, create Google Maps listings, and encourage happy customers to leave reviews.

Example: A boutique owner could post daily outfit-of-the-day reels on Instagram while also pinning those outfits on Pinterest with titles like “Fall Outfits for Work” or “Cozy Autumn Style.”

Services:

Join the right communities: Don’t just post everywhere, post where your clients actually hang out. Tutors join parent groups, fitness coaches post in wellness groups, and accountants answer questions in small business forums.

Google Business Profile: Set this up immediately if you serve locally. Many clients discover new service providers through “near me” searches.

Show proof of work: Share client testimonials, before/after photos, or case studies (with permission). These act as mini ads that cost nothing.

Content marketing for authority: Write short LinkedIn or Facebook posts that solve a small problem your ideal client faces. Position yourself as the go-to expert.

Example: A dog groomer could post “5 tips to keep your dog’s coat shiny between appointments” in a local Facebook group. Helpful content builds trust faster than a sales pitch.

Hybrid Businesses (Products + Services)

Combine efforts: A yoga studio selling mats online can post yoga tutorials on Instagram, linking both to class sign-ups and mat sales.

Always include a clear call-to-action (CTA): Tell people exactly what to do next (“Book now,” “Order here,” “Message me for a free consult”).

Why Free Visibility Matters

Compounding effect: One pin, blog post, or review can bring traffic for years.

Lower risk: You don’t waste money testing ads before you know your audience.

Data collection: You’ll see what keywords, posts, or platforms actually bring customers — which helps when you’re ready to scale with paid ads later.

Quick Action, Research 5–10 buyer intent keywords today and update one product listing or service description with them. Then choose one free channel (Pinterest, Instagram, Google Business, or Facebook groups) and commit to posting consistently for 30 days.

Stage 2: Breaking Even but Not Profitable

If you’re making sales but covering costs only, you’re in the profit gap. The fix? Increase margins, raise average transaction value, and keep customers coming back.

5. Audit Costs and Margins

If you’re making sales but still not profitable, it’s usually because your margins are too thin. This means the gap between what you charge and what it actually costs you to deliver is too small. Fixing this often makes the difference between barely scraping by and finally paying yourself.

Products:

Calculate your true costs: Don’t just count raw materials.

Include:

• Packaging (boxes, tape, inserts, labels).

• Shipping or delivery costs.

• Platform fees (Etsy, Shopify, PayPal, Stripe, etc.).

• Marketing costs (Etsy ads, promos).

Target margin: Aim for at least 30–50% profit margin. If your costs are $10, your selling price should be at least $15–20.

Common leak: Undervaluing time. If you spend 2 hours making something, factor in your hourly rate. Otherwise, you’re paying yourself pennies.

Practical fix: If margins are under 30%, raise prices, cut costs, or both. Sometimes even a small price increase ($1–2) across all items can add hundreds in monthly profit.

Example: A handmade soap seller realizes her $7 bars actually cost $5 to make when she includes packaging, shipping supplies, and Etsy fees. She raises her price to $9, improves her margins, and customers still buy because her branding communicates value.

Services :

Track your time: Many service providers undercharge because they don’t measure hours. If a $50 haircut takes 90 minutes, your true rate is $33/hour, not $50.

Factor in overhead: Rent, utilities, tools, software, and travel time all eat into your hourly rate.

Target margin: After expenses, you should still be taking home at least 50% of your rate (more if you’re solo).

Practical fix: If you’re undercharging, either raise rates, streamline delivery, or restructure your offer. For example, turn a single-session service into a package where time is used more efficiently.

Example: A virtual assistant charges $20/hour. After factoring in taxes, software, and unpaid admin time, she’s really earning $12/hour. She pivots to package pricing ($300/month for up to 15 hours). Her effective rate rises to $25/hour, and clients like the predictability.

Hybrid (Products + Services)

If you offer both, track them separately.

For example, a yoga teacher who also sells mats should measure margins on classes and products. One may be subsidizing the other without you realizing it.

Quick Action Checklist

1. List your top 3 products or services.

2. Write down all direct and hidden costs (materials, time, fees, overhead).

3. Calculate your true profit margin.4. If it’s under 30% (products) or under 50% (services), adjust prices or cut costs.

6. Increase Average Order Value (AOV)

Getting more customers can be expensive and slow. Sometimes the easiest way to grow revenue is to encourage your existing customers to spend more per transaction. This is called increasing your Average Order Value (AOV).

Products

Bundling: Combine complementary products into one purchase (e.g., mug + coaster, candle + matches, necklace + earrings). Buyers see more value, and you increase revenue per sale.

Add-ons / upsells: Offer extras at checkout, like gift wrapping, personalization, or extended warranties. Even a $2–$5 add-on can dramatically raise profit margins.

Quantity discounts: Encourage bulk buying (“Buy 3, get 10% off”). This moves more product and raises the average spend.

Cross-selling: Suggest related products before checkout (“Customers who bought this journal also loved these pens”).

Premium version: Offer a higher-priced alternative with extra features (e.g., larger size, limited edition, or deluxe packaging).

Example: An Etsy candle seller bundles a $15 candle with a $6 box of branded matches, selling the bundle for $20. Customers feel they’re getting a set, and AOV increases by $5 every time.

Services

Packages instead of singles: Sell 5 haircuts for $200 instead of $50 each. The client saves money, but you lock in more upfront revenue.

Tiered pricing: Create “basic, standard, premium” options. Many clients naturally pick the middle tier, raising your average.

Cross-selling services: Suggest complementary add-ons (a photographer offering retouching, a coach offering a digital workbook, a dog groomer offering nail trimming with a haircut).

Loyalty upgrades: Offer discounts for upgrading mid-service (“Upgrade to the premium facial today for $20 more”).

Group or family packages: Tutors offering family study bundles, gyms offering couple’s memberships.

Example: A personal trainer who charges $60/session creates a $500 monthly package for 10 sessions ($50 each). Clients commit to more upfront, the trainer secures higher AOV, and retention improves.

Hybrid Businesses (Products + Services. If you sell both, use a cross-promotion strategy:A yoga studio offers discounted mats or accessories with class packages. A coffee shop sells branded mugs or coffee beans at checkout.

Why AOV Boosts Profitability

Higher efficiency: Serving 10 customers spending $100 is easier than serving 20 spending $50.

Customer loyalty: Packages and bundles keep buyers with you longer.

Margin growth: Small upsells often carry higher margins (like gift wrap or digital add-ons).

Quick Action. Pick one product or service you currently sell. Brainstorm:

1. A bundle you could create.

2. An upsell you could offer.

3. A premium version you could add.

Test one change this week and track whether your average checkout value increases.

7. Build Repeat Customers

Acquiring a new customer costs 5x more than selling again to an existing one. Repeat customers not only buy more, but they also leave better reviews, refer others, and cost less to market to. If you’re stuck at break-even, repeat business is often the missing link.

Products

Loyalty programs: Offer points, punch cards, or digital rewards. Example: “Buy 5 mugs, get the 6th free” or “Earn points with every order to redeem for discounts.”

Thank-you coupons: Include a discount code for their next purchase inside every shipment. Even 10% off encourages a repeat order.

Email follow-ups: Send personalized emails (“We thought you’d love this new candle scent”) to bring buyers back.

Product launches for VIPs: Give past customers early access to new collections. Exclusivity makes them feel valued.

Seasonal campaigns: Create reminders around holidays (e.g., “Mother’s Day gift set” or “Back-to-school bundle”). Example: A handmade soap seller emails her past buyers when a limited-edition seasonal scent is released. Past buyers order faster because they already trust her quality.

Services

Retainers or maintenance packages: Instead of selling one-off projects, bundle ongoing support. Example: A bookkeeper offers monthly financial check-ins.

Follow-up care: Send a check-in email or text after service. “How’s your haircut feeling?” or “Did the training plan help?” shows genuine care and keeps you top of mind.

Referral rewards: Give clients an incentive to bring you new business (e.g., “Refer a friend, get 20% off your next session”).

Seasonal or milestone offers: Offer birthday discounts, “anniversary of working together” specials, or seasonal service upgrades.

Upskill or upsell current clients:

Example: A fitness coach offers advanced programs for clients who finish beginner sessions.

Example: A dog groomer offers a subscription: “Book your dog’s next 6 appointments now and save 15%.” Clients commit long-term, and revenue becomes predictable.

Hybrid (Products + Services). Use products to keep service clients engaged (e.g., a spa sells skincare products after facials).

Use services to build product sales (e.g., a coffee shop rewards frequent café visits with discounts on their branded beans).

Why Repeat Customers Matter

Higher lifetime value (LTV): A loyal buyer might spend 10x more with you over time than a one-time customer.

Free marketing: Happy repeat customers refer you without asking.

Stability: Repeat sales create predictable income, which helps with planning and scaling.

Quick Action. Draft one “thank you + come back” offer today.

Examples:

Products: Include a “10% off your next order” coupon in every shipment.

Services: Send a follow-up text offering 10% off if they book their next appointment within 30 days.

Stage 3: Profitable but Plateaued

8. Double Down on Bestsellers

Once you’re profitable, the challenge isn’t if you can sell, it’s how to grow without burning out. The fastest way is to double down on what’s already working.

Products

Identify your top 20%: Look at sales data. Often, 20% of your products generate 80% of your revenue. Those are your “bestsellers.”

Create variations: Expand on what’s working by offering:

• New colors or sizes.

• Seasonal or limited-edition versions.

• Premium versions (luxury packaging, higher-end materials).

Bundle bestsellers: Pair your top products together into a higher-value set.

Promote more heavily: Feature your bestsellers in ads, social posts, and email campaigns. If something already sells, amplify it.

Example: An Etsy seller finds that one floral mug design outsells her others. Instead of pushing slower items, she creates the same mug in seasonal colors, offers a matching plate, and bundles it with her top-selling tea-themed products. Sales spike without reinventing the wheel.

Services

Identify your signature service: Which service gets the most bookings, referrals, or consistent results? That’s your bestseller.

Create new formats: Package your bestseller in different ways, such as:

• Group format (serve more clients at once).

• VIP premium version (faster results, more attention, higher price).

• Digital add-ons (guides, templates, or recorded trainings).

Upsell extensions: Build a follow-up service. Example: A web designer who builds sites also sells a monthly “maintenance package” to keep clients long term.

Feature your bestsellers: Position your top service as your main offer on your website and social channels. Example: A career coach’s 1:1 sessions always book out. Instead of creating new services, she offers a small-group coaching program covering the same material. Now she earns 3x more in the same amount of time.

Hybrid (Products + Services)

Blend them: If your yoga classes are the bestseller, sell accessories (mats, water bottles) as add-ons. If your coffee shop drinks are the bestseller, offer branded mugs or subscription bean packages.

Why Doubling Down Works

Focus: You stop wasting time on slow sellers and put your energy where it counts.

Efficiency: Variations take less effort than creating brand-new products/services.

Scalability: Bestsellers already have proven demand, making them easier to promote, bundle, and expand.

Quick Action

• Write down your #1 bestselling product or service.

• Brainstorm 3 variations or formats (color, size, package, VIP, group).

• Choose one and launch it this month.

9. Expand Sales Channels

Relying on one channel is risky. Algorithms change, markets shift, and competition grows. Expanding your sales channels multiplies opportunities to reach new buyers.

Products

Online sellers:

Marketplaces: Don’t rely on Etsy alone. Expand to Amazon Handmade, eBay, Faire (for wholesale), or even Walmart Marketplace.

Social shops: Open an Instagram Shop, TikTok Shop, or Facebook Shop. These platforms allow buyers to purchase without leaving the app.

Own website: Platforms like Shopify or WooCommerce give you control over branding and customer data (email lists, retargeting, upsells).

Wholesale: Pitch your bestsellers to boutiques, gift shops, or subscription boxes. Even 10 wholesale accounts can dramatically stabilize cash flow.

Brick-and-mortar:

Sell at farmers markets, craft fairs, trade shows, and pop-up shops. These events give you direct feedback and allow customers to experience your product in person.

Explore consignment opportunities with local stores (they showcase your products, and you earn when items sell).

Partner with complementary businesses (e.g., a coffee shop sells your mugs, or a salon sells your handmade scrubs).

Example: A jewelry maker selling on Etsy begins wholesaling to three boutiques and opens an Instagram Shop. Within six months, 40% of her revenue comes from outside Etsy.

Services

Partnerships: Pair with complementary professionals. A massage therapist can partner with a yoga studio. An accountant can partner with a business coach. A photographer can partner with event planners. Build referral agreements where both parties benefit.

Local visibility:

• Claim and optimize your Google Business Profile so you appear in “near me” searches.

• Join platforms like Thumbtack, Bark, or TaskRabbit (depending on your service).

• Run geo-targeted ads on Facebook or Google to only reach people in your area (zip code, radius targeting).

Online expansion:

Offer virtual versions of your services (coaching calls, online classes, digital downloads).

Use LinkedIn for B2B services, join groups, publish posts, and send connection requests to prospects.

Example: A wedding photographer partners with a florist and a planner to create bundled wedding packages. All three businesses grow faster than they would alone.

Why This Matters

Diversification = stability. If one platform slows down, others keep sales flowing.

More touchpoints = more trust. Customers are more likely to buy if they see you across multiple platforms.

Higher visibility = higher sales. Every new channel is a potential growth engine.

Quick Action. Pick one new sales channel this week. Research what it takes to set it up (account, photos, fees, partnerships) and put a date on your calendar to launch.

10. Automate and Delegate

When you reach profitability, the biggest risk isn’t lack of sales, it’s burnout. Scaling requires systems. The more you automate and delegate, the more time you free up for growth tasks: strategy, marketing, and customer relationships.

Automate First: Use Tools to Do the Work for You

Follow-up emails: Use tools like Mailchimp, ConvertKit, or Klaviyo to set up automated email sequences for new leads, abandoned carts, or thank-you notes after a purchase. Example: A yoga studio automates a 3-email welcome series for new students, encouraging them to book their second class (increasing retention).

Social media scheduling:Tools like Buffer, Later, or Canva Content Planner allow you to batch-create content and schedule posts weeks in advance. Example: An Etsy seller schedules seasonal product posts on Pinterest in September so holiday shoppers see them in November.

Invoicing and payments: Automate invoicing with QuickBooks, Wave, or FreshBooks. Set up recurring payments for retainers or subscriptions. Example: A freelance graphic designer sets up automated monthly invoices for retainer clients, eliminating back-and-forth billing.

Customer service: Use chatbots (ManyChat, Tidio, or Shopify Inbox) to answer FAQs automatically. Example: A service-based business installs a chatbot that instantly answers questions about hours, pricing, and booking links.

Delegate Next: Get People to Handle What You Can’t Scale

Hire part-time help: A virtual assistant (VA) can handle inbox management, customer replies, or order tracking. A social media manager can repurpose your blog content into posts.

Outsource specialized work:

• Graphic design → hire a freelancer on Fiverr or Upwork.

• Bookkeeping → use a part-time accountant so your numbers are always clear.

• Website updates → delegate to a WordPress or Shopify expert instead of wrestling with tech issues.

Reinvest profits into time-savers: If one task takes you 5 hours a week but you can outsource it for $50, you just bought back 20 hours a month to focus on growth.

Example: A bakery owner hires a part-time assistant to handle deliveries and bookkeeping. This frees the owner to create new recipes, partner with local cafés, and grow wholesale accounts.

The Balance: Automate + Delegate Together

• Automate repetitive tasks with software.

• Delegate creative or time-heavy tasks to people.

Keep your energy for what only you can do: vision, strategy, and building relationships.

Quick Action. Write down 3 tasks you do every week that drain your time. Circle one. Find either a tool (automation) or a person (delegation) to take it off your plate this month.

The Four Pillars of Sales Growth

If sales are stuck, revisit these four:

1. Positioning → Are you clear on who you serve?

2. Branding → Do you look credible?

3. Quality → Are you delighting customers?

4. Specific Advertising → Are you reaching the right audience?

Strengthen the weak pillar, and sales will improve.

Conclusion

Sales growth is a journey. Beginners need visibility and credibility. Breaking-even businesses must improve margins and customer lifetime value. Profitable businesses must scale smartly with systems and new channels.

No matter your stage, the formula is the same: position clearly, brand consistently, deliver quality, and advertise specifically.

Bookmark this guide. Come back as you grow. The step that feels advanced today will be your starting point tomorrow.

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