One of my early-stage eCommerce female founder clients sent me a message late last week.

“A local company approached me and asked me to put my products in their three stores.

It’s a really good opportunity to make my first break into retail, but they said they only wanted to do sale or return.

What do I say?”

My response was clear and immediate, as probably a lot of you are expecting –

“Absolutely no sale or return.”

Going beyond the obvious reasons of giving away product to a business that you don’t know and being out of pocket so that another business doesn’t have to take on risk, there is something bigger and far more interesting at play here.

It actually has less to do with being a new entrepreneur and more to do with being a female entrepreneur.

Let me explain.

In the past few weeks, I’ve been grateful beyond words to have so many incredible women join the Business 2iC team.

The products we’re bringing to market and businesses we’re growing are going to be the leaders in their niche given enough time and work.

But, we have one major problem.

Almost all of my clients have a low sense of worth, which is then transferred into how they run their business.

Common mistakes women make when starting an eCommerce business

Almost without fail, they fall into these three categories:

  1. Giving too much, beyond what another business or their customer has paid for.
  2. Not asking for the correct sum of money (in retail transactions particularly) because they’re embarrassed or deep down feel that their products aren’t worth that.
  3. Agreeing to do sale or return and giving away product without receiving payment.

Do any of these mistakes sound like something you’ve done yourself?


No seriously, it’s great that you’re making these mistakes.

Because what it means is that you recognise them in yourself and now you can do something to fix it.

The question now is, “how do I fix it?”

  1. Let’s get woo-woo straight off the bat – Affirmations. Work. They really, really work for internal, value-related mindset pattern shifts. Finding the words for these is really dependant on what runs through your mind as you go through a situation where you devalue what you do as a business. If you internally think “I’ll give more than I’m paid for”, that needs to be addressed. If you think “It’s not really worth that”, that needs to be addressed.
  2. From this point onwards, you make a decision to be in business, not to be Aimee or Lucy or whatever your name is, trying to sell a product. You are a representative of a company that must make money in order to survive. That means no freebies from this minute and into the future unless you decide that’s part of your strategy.
  3. Wherever the problems are happening (wholesale– or consumer-side), you need to come up with strict internal processes for how you deal with the situations where you’re devaluing what you do. For example, having set wholesale prices which have no deviation whatsoever will stop you from lowering your prices ad-hoc.
  4. Get a coach. Please. It will change everything for you. Being able to call or message someone and say “this has happened. I want to do this instinctually, what would you do?” has been a gamechanger not only in my own business but in my client’s businesses too. Coaches work and if you find the right one, you and the way you run your business is going to be flipped on its head (in a really positive way).

Wherever you are facing the devaluing issues, there needs to be rules and processes set to stop you from doing that.

Right now, I’m giving away free 60-minute coaching sessions to anyone who is willing to jump on the phone with me, be honest and ready to learn.

Does that sound like you?

Book in a deep dive strategy session with me.

Lucy Bloomfield

I help Australian physical product companies generate more revenue, more efficiently for more profit. You didn't get into business to spend all day packing orders and fighting fires.

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