Running a handmade business can be incredibly rewarding, but what happens when your sales plateau or decline? If you’re stuck in a growth slump, it’s important to diagnose the issue and make changes.

Here are practical steps to get your handmade business back on track and growing again.

1. Reevaluate Your Target Market

One of the most common reasons handmade businesses stagnate is a misalignment with their target market. Ask yourself:

• Are you reaching the right audience?
• Have your customers’ needs or preferences changed?

Action Step: Create a detailed profile of your ideal customer. Consider their age, interests, location, and spending habits. Then, evaluate your marketing efforts to ensure they align with this profile. For instance, if you’re targeting young moms, focus on platforms like Instagram and Pinterest.

2. Assess Your Product Line

Sometimes, a lack of growth stems from offering the wrong products or too many options. A bloated product line can confuse customers and dilute your brand.

Action Step:

• Identify your best sellers and promote them heavily.
• Discontinue products that don’t sell well.
• Consider introducing new products based on customer feedback or trends.

Example: If you’ve been selling handmade jewelry and notice that pieces with birthstones outsell others, expand your birthstone collection.

3. Optimize Your Online Presence

A weak online presence can limit your business growth. Evaluate your website and social media channels to ensure they’re working for you.

Action Step:

• Website: Ensure your website is mobile-friendly, loads quickly, and provides a seamless shopping experience. Include clear product descriptions, professional photos, and easy navigation.
• SEO: Use keywords your customers are searching for, like “handmade gifts for moms” or “best handmade candles.” Tools like Google Keyword Planner can help.
• Social Media: Post consistently, use hashtags, and engage with followers. Showcase your process and behind-the-scenes content to build authenticity.

4. Invest in Marketing

If your marketing strategy is limited to organic posts, it might be time to invest in paid ads or influencer collaborations.

Action Step:

• Set a small budget for social media ads on platforms like Facebook, Instagram, or Pinterest. Target these ads to your ideal customer profile.
• Partner with influencers who align with your brand. Their endorsement can introduce your products to a broader audience.

5. Engage with Your Customers

Happy customers are your best marketers. If sales are stagnant, re-engage with your existing customer base.

Action Step:

• Send an email campaign with special offers or updates about new products.
• Encourage reviews and testimonials by offering discounts or free shipping.
• Use social media to ask customers what they want to see next from your brand.

6. Refine Your Pricing Strategy

Your pricing could be too high for your audience or too low to sustain your business. Both scenarios can hinder growth.

Action Step:

• Research competitors to understand standard pricing in your niche.
• Factor in material costs, time, and overhead expenses to ensure profitability.
• Test different price points to find what resonates with your customers.

7. Focus on Customer Retention

Acquiring new customers is important, but retaining existing ones is more cost-effective and often more profitable.

Action Step:

• Offer loyalty programs or discounts for repeat purchases.
• Introduce subscription models for recurring products.
• Personalize your communications. For example, send thank-you emails or offer special birthday discounts.

8. Seek Feedback

When growth stalls, your customers’ insights can be invaluable.

Action Step:

• Conduct surveys to understand customer preferences and pain points.
• Analyze reviews to identify common complaints or suggestions.
• Use this feedback to make improvements, whether it’s better packaging, faster shipping, or new product options.

9. Develop a Unique Selling Proposition (USP)

If your business isn’t growing, it might lack a clear USP. What sets your products apart from competitors?

Action Step:

• Highlight what makes your brand unique, whether it’s eco-friendly materials, custom options, or exceptional craftsmanship.
• Use this USP consistently in your branding and marketing.

10. Learn and Adapt

Finally, continuous learning is key to overcoming stagnation. Stay informed about industry trends, new tools, and marketing strategies.

Action Step:

• Join online communities or forums for handmade business owners.
• Take courses or read books on eCommerce and small business growth.
• Experiment with new ideas and strategies to see what works.

Why Naptime Enterprises Can Help

If you’re ready to take your handmade business to the next level, Naptime Enterprises is the book for you. Written by Tessa Hofman, a six-figure entrepreneur who started her business from her kitchen table, this book provides actionable exercises and real-world advice to help you:

• Identify your perfect product and target market.
• Master SEO, marketing, and selling strategies.
• Build a strong business foundation that supports sustainable growth.

Don’t let your dream business stagnate. Learn how to thrive—even during nap time. Get your copy of Naptime Enterprises today and start building the business you’ve always envisioned!