What to Do When No One Buys: Pricing, Pitching & Pivoting

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What if sales didn’t have to be about being pushy or intimidating, but instead about solving problems and making life better? Join us as we explore this concept with our guest, Andee Hart, who transformed her corporate sales expertise into a flourishing candle business during the pandemic. Andee’s inspiring journey is a masterclass in differentiation and tenacity, from how she successfully stood out in a crowded market to how she scaled her business to hundreds of boutiques.

Listen in as we cover effective pricing strategies, as well as the critical role of personalized retailer outreach for wholesale brands. We also examine how missteps in pricing can affect perceived quality, the importance of market research, and how assuming positive intent can turn customer service challenges into opportunities for creating brand loyalty. This episode is packed with practical advice and personal anecdotes that offer a roadmap for anyone looking to scale their product-based business.

What to Do When No One Buys: Pricing, Pitching & PivotingLayer 1: Your Mindset

A Noble Perspective on Sales

Andee spent 17 years in corporate technology sales before starting her candle company during the pandemic. What began as a simple creative outlet quickly grew into something more—by August of that first year, she was in 120 wholesale accounts. That massive growth wasn’t by luck. It came from persistence, smart strategy, and a belief in her product.

She recalls a powerful quote from her husband that shifted her mindset:
“Sales are a noble thing when you can truly solve somebody’s problem and make their life better in the process.”

That belief became her foundation. And now, she teaches other product-based entrepreneurs the same principle—selling isn’t about pushing. It’s about helping.

Reframing the Fear of Selling

Andee’s story is one many creatives can relate to. She never saw herself as a “salesperson,” but over time she realized that the best salespeople are often those who simply connect with others in a genuine way.

“You owe it to the world to share about your product if it brings value,” she says. “You wouldn’t keep a great new restaurant to yourself—you’d tell your friends. Why wouldn’t you do the same with your business?”

And the best part? You don’t have to be extroverted or aggressive to do it. Andee shares that some of the best salespeople she’s met have been introverts who ask the right questions, listen well, and serve authentically—even if that means pointing someone to a competitor when it’s a better fit.

From Candle-Maker to Wholesale Coach

What started as a home-based hobby turned into a full-fledged brand. Andee launched a candle line, opened a hybrid studio and storefront, and eventually left her corporate job in 2023. As her business grew, other makers began reaching out, asking how she did it.

That demand led her to create a course and community focused on helping product-based business owners grow their wholesale sales. Her coaching is rooted in experience and empathy—and a commitment to community over competition.

She emphasizes that no two makers are the same. Whether you’re making clean-burning candles for sensitive households or honoring veterans through your product line, your story is your strongest differentiator.

Why Products Don’t Sell

Andee has seen it all when it comes to wholesale. When a business comes to her struggling with sales, she says it usually comes down to one of three things:

Pricing Issues
Makers often price too low, thinking it’ll help them stand out. But as Andee says, “Cheap ain’t loyal.” A lower price can actually make your product seem lower quality. Without solid packaging, branding, and photos, a low price won’t help—it’ll hurt.
Messaging Issues
Whether it’s poor product descriptions or off-brand voice, messaging matters. If you’re not clearly communicating the value of your product, you’re missing the mark.
Photography
Dark, blurry, inconsistent product photos are one of the biggest missed opportunities. Andee puts it plainly: “Your product might be amazing, but no one will know it if your photos look like they were taken in a dark corner of your house.”

When it comes to selling wholesale, everything your buyer sees—from your photos to your product tags—must signal quality.

Mastering the Pitch

Andee swears by her Simple Formula for sending pitch emails to retailers. Her biggest rule? Never send a mass email. Instead, she teaches her students to:

Personalize every email with something specific about the retailer.
Offer an incentive to order.
Make the ordering process seamless.
Keep it clear and concise.

Retailer outreach, while not glamorous, is one of the most impactful activities in her business. It’s what she would prioritize first with any extra time in her day.

The Mindset Shift Every Maker Needs

Andee’s advice to entrepreneurs, especially women, goes beyond tactics—it’s about mindset. She says one of the biggest mistakes people make is giving up too soon.

“You might have a great idea,” she says, “you just need to refine your approach. Don’t quit the first time something doesn’t work.”

She also reminds makers that every no is an opportunity to get better. One of her dream retailers once rejected her—and gave honest feedback about her product labels looking too cheap. Instead of quitting, she used that feedback to upgrade her packaging and saw an immediate increase in sales.

Build with Purpose and Integrity

At the end of the day, Andee’s mission is clear: to use her gifts to serve others with integrity, purpose, and joy.

“When I look back 30 years from now,” she says, “I want to know that I loved others well and used what I’ve been given to glorify God and help others succeed.”

That heart is at the core of every lesson she teaches—and why so many makers are learning to sell with confidence and clarity.

In This Episode

Andee Hart: Instagram | Pinterest | Podcast | LinkedIn
Hart Design Co
Join The Boutique Hub
Ashley Alderson: Instagram
The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube

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