“It’s Not the Math - It’s the Customers”… Or Is It?

I recently shared a video breaking down how to make $1,000 in Valentine’s Day pre-orders.

Just simple math.

And one comment immediately stood out to me - because it’s a common problem for A LOT of business owners I coach and consult.

“It’s not really the math that’s complicated, it’s getting the customers.”

Which was then followed up with the comment…

“Agree. And it’s also not all that easy or doesn’t mean not doing good work. People in my state are trying to not spend much. People are scraping by for money. Things have been different the past year. Sadly.”

That comment got a LOT of validation.

And truthfully, I understand why.

A lot of small business owners feel this way right now.

Running a business in 2026 is COMPLETELY different than running a business in 2016, 2017, 2018, and 2019…

The economy has changed. Buying behaviors have shifted. And yes, people are more CAUTIOUS and AWARE of where they’re spending their money.

But here’s the thing- especially if you’re serious about staying in business. And this might sting a little, but stay with me…

Two things can be TRUE at once.

People can be cutting back on spending, but using it as the reason why your sales are down is an excuse.

The Economy Isn’t the Excuse - It’s the Signal

Running a business in 2026 is a completely different ballgame. Period.

But people didn’t “stop” buying.

They stopped buying mindlessly.

To put it simply, they’re being more INTENTIONAL about where they’re spending their dollars.

At its core, customers still buy what they see value in.

So when sales feel harder, the real question isn’t:

“Why aren’t people buying?”

It’s:

• Have I adapted to how people buy now?
• Have I met my customers where they actually are?
• Have I pivoted my messaging, offers, and strategy?

Because when buying behavior changes, business owners are supposed to change too.

And that might sound harsh, but that’s entrepreneurship.

Your job as a business owner is to get creative, PIVOT when necessary, be adaptable, resourceful, and lead your business forward instead of blaming the market for being stuck.

Why “Getting Customers Is Hard” Feels True

Here’s what I see happening over and over again:

Business owners are:

❌ marketing the same way they always have

❌ posting inconsistently or at the last minute

❌ assuming customers “should just know.”

❌ relying on one post and hoping it works

Then, when orders don’t roll in, the conclusion becomes:

“See? No one is buying.”

But customers don’t buy what they don’t understand.

And they don’t respond to what they don’t clearly see.

This is where the disconnect happens.

People Aren’t Buying Less - They’re Buying Differently

This is the pivot many business owners resist… and the one that makes all the difference when they embrace it.

Right now, customers are choosing:

• smaller purchases
• simpler options
• meaningful or practical products
• convenience and clarity

They’re asking themselves:

“Is this worth it?”

“Is this something I truly want?”

“Does this solve a problem?”

“Does this make my life easier right now?”

If your marketing hasn’t evolved to answer those questions, then YES - attracting customers will feel hard.

Not because customers don’t exist…but because the value isn’t being communicated clearly and OFTEN enough.

The Math Was Never the Hard Part

The $1,000 Valentine’s Day breakdown was intentionally simple.

Because the math is rarely what holds people back.

What actually determines whether those numbers turn into real orders is:

• timing
• messaging
• positioning
• trust

Sales don’t come from math alone.

They come from a strategy that matches reality.

And when business owners refuse to pivot, the market will make that decision for them.

The Hard Truth (and the Empowering One)

Yes - times are HARD.

Yes - people are more MINDFUL of where they’re spending their money.

Yes - spending habits have shifted.

AND there are still things fully within your control:

• How you position your offer
• How clearly you communicate value
• How often and confidently you show up for your customers
• How willing you are to adapt

When you step up your leadership, meet customers where they are, and stop waiting for things to “go back to normal”…

Sales don’t disappear.

They evolve.

Final Thought

If attracting customers feels harder than it used to be, that’s because it is! It doesn’t mean you’re doing bad work.

It just means something needs to change.

Maybe it’s your offer…

Maybe it’s your messaging…

Maybe it’s HOW often you’re actually marketing your products…

Regardless, you’re not powerless.

We just need to SHIFT how we’ve been marketing and figure out what works for us.

P.S. If this blog resonated, this is exactly the kind of conversation we have inside Power Hour - my monthly group coaching community for small business owners who want clarity, strategy, and real-time support growing their businesses. We break down offer pivots, messaging, and decision-making so you’re not guessing your next move alone.

👉Learn more about Power Hour here!