Hustle & Heart: Selling Where It Feels Best

Have you ever thought about why you sell where you do? It seems like a simple question, but a lot of small business owners feel a bit of confusion or even defensiveness when you ask.

Of course you put thought into where you would sell your products or services; after all, it took a lot of hard work to get your business up and running! Do I think you flipped a coin to make your decision? On the contrary – deciding where to spend your energy selling is one of the most important aspects of having a successful business with longevity in its future.

Asking the Questions That Matter

Whether you have been in business for years or are just launching, there are two questions that deserve to have you diving deeper as a business owner: “Where should I sell?” and “Where shouldn’t I sell?” Both answers can save you so much wasted time and energy while getting more money in your pocket where it belongs. Finding the answers to these questions lies in what feels best for you and your customers. Think about brick-and-mortar locations, e-commerce, wholesale, consignment, trade shows, craft fairs, and other options that fall under the “where” category and see what feels best for you.

Know Where They Like to Shop

Spend as much time upfront doing customer discovery and market research to know who your customers really are (not who you want them to be). Are you selling a product meant for an older consumer in their retired years and utilizing Etsy and Instagram as your main sales platform? You’re going to miss out on reaching the majority of your target market. Are you selling beautiful hand-dyed beach cover-ups and selling strictly at in-person markets and events in North Carolina? Imagine how your sales could increase if you were online and accessible to markets that experience warmer weather year-round as opposed to only a few seasons?

Know Where You Like to Sell 

At the end of the day, selling is all about relationships. (Alright, it’s about making money, too, but hear me out!) Through building connection and trust with your intended audience, those strangers quickly become customers and often repeat customers and referrals. We do this through showing up powerfully and authentically as often as we can. The “where” that you choose to sell has to support this. Consider your personality and ask yourself if you are more introverted or extroverted. Do you enjoy interacting with customers in person or behind a screen? Do you enjoy the creative side of merchandising a physical storefront or booth set up, or does that idea frighten you and feel uncomfortable? Know your strengths and play into them to get the best results.  

Know Your Options – The Pros & Cons

The truth is that there is no right or wrong; it’s about what feels right and sets you up for the most success across multiple categories. Here is a quick rundown of some of the pros and cons for both in-person and online selling to help you consider your options.


In-Person                                                     Online 

PROs                                                              PROs

Real-time customer feedback                      Unlimited customer reach across the world

Customers can touch product                      Detailed customer and traffic analytics

Personality can shine through                    Five-finger discounts need not apply

Networking opportunity                            Flexible work schedule

Visibility and foot traffic                           Retain customer information easily

Sense of community


CONs                                                              CONs

Cost of mortgage/rent/vendor fees               Shipping and packaging

Property taxes, utilities                                 Less customer contact

Physical marketing collateral                      The need for reviews

Can be physically demanding                     More isolating and can get lonely

Heavily local revenue stream                      Up-front cost, time, online logistics

Possibility of theft                                               Knowledge of technology/ photography skills

Weather issues


Location, location, location.

Remember that as a small business owner, you call the shots! Don’t get caught up in trying to be everywhere. Think carefully about where selling will feel best in your business for you and what you sell, and you can’t lose!


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