In Chapter 6, Get Your Sales Back, David explains why declining sales are often caused not by weak promotions, but by changes in consumer behavior and media consumption. Using a real retail case, he shows how relying solely on traditional advertising led to falling traffic, higher costs, and lower sales as competition increased and consumers shifted to on-demand, digital media.

David outlines how the business reversed this trend by adapting to the digitally minded customer. Instead of increasing ad spend, they analyzed marketing ROI, shifted budget toward digital channels, improved their website to generate leads, invested in SEO and content, and used targeted email and social media marketing. They also upgraded their sales process by focusing on close rates, average sale, customer follow-up, and relationship-based communication across the channels customers prefer.

The chapter emphasizes that growth today requires changing with the customer—embracing digital tools, better data, and stronger sales leadership—rather than relying on traffic alone.