#1142: It's not a sourcing problem. It's a pricing problem.
Silent Sales Machine Radio
Jim Cockrum
4.8 • 811 Ratings
🗓️ 18 March 2026
⏱️ 38 minutes
🧾️ Download transcript
Summary
If you've ever run out of your best-selling products faster than you can restock them, wondered what ROI you should actually be targeting, or watched your buy box disappear and immediately reached for the repricer - this episode is for you.
Brian and Robin unpack one of the most misunderstood realities in Amazon selling: three questions that look completely different on the surface are actually the same question wearing different masks. And the answer to all three is almost always the same word. Price.
In this episode you'll learn:
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Why running out of stock is a pricing problem, not a sourcing problem
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What ROI floor you should be targeting, and why it connects directly to your velocity
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What actually causes a buy box to disappear (hint: it's not your price)
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Why panic pricing hands your profit directly to the seller who held their number
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How to read a suppressed buy box for what it actually is - a delivery signal, not a pricing signal
Brian drops the line that ties it all together: "Price is the lever. It controls your velocity, your ROI, your exposure to panic, and whether you hold or fold when the buy box disappears."
And they close with a Warren Buffett quote that hits differently when you're watching your repricer make decisions it doesn't have the information to make.
This one is worth a second listen.
Special guest at the conclusion of today's show, Jeff Schick of JeffSchick.com answers the question: "What is the inform act and how scary is it? (HINT: It's not scary)" Use coupon code "MISTAKE" to get your first month of services for only $1 with Jeff and his team!
Watch this episode on our YouTube channel here: https://youtu.be/WelNodAdn70
Show NOTES:
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TheProvenConference.com - Learn more about our upcoming August 2026 event! The longest running annual event for Amazon sellers in the world!
SilentSalesMachine.com - Text the word "free" to 507-800-0090 to get a free copy of Jim's latest book in audio about building multiple income streams online (US only) or visit SilentJim.com/free11
SilentJim.com/bookacall - Schedule a FREE, customized and insightful consultation with my team or me (Jim) to discuss your e-commerce goals and options.
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3pmercury.com/friends - The best pricing on 3pMercury software!
Transcript
Click on a timestamp to play from that location
| 0:00.0 | Brian, this week, three things sound like totally different problems, but they're actually the same problem. |
| 0:08.7 | And you're going to tell us about how they are wearing masks. |
| 0:13.4 | Yes. |
| 0:13.9 | Welcome back to Silent Sales Machine Radio. |
| 0:16.1 | We are your co-hosts. |
| 0:17.1 | I'm Brian. |
| 0:17.7 | And I'm Robin Joy. |
| 0:18.8 | And this is Coach's Corner. |
| 0:20.6 | Hi, everybody. So what's coming up in coaching this week for you, Brian? I probably got this question 14 times over the last couple of weeks. I know you... What's coming up with coaching? No, no. The question you're going to tell us. The question I'm going to share with everybody. I know you hear it all the time too. So... And it's this. I can't seem to get enough stock of my profitable items. What am I supposed to do? |
| 0:41.2 | Yeah. And it's this, I can't seem to get enough stock of my profitable items. What am I supposed to do? Yeah, and I'm guessing that comes with a little bit of frustration. Sounds like, yeah, it does when it comes to me. Usually, usually they're pretty frustrated. Like, because everyone would like to sell more of the things that make them a lot of money, right? Of course. And this feels like a sourcing problem. And, you know, historically we would answer, and I think we'd still give the answer, you know, go wider. Like, you know, go find some more Aesons too, right? Yeah, for sure. But what about this particular problem in this, with this one AISN that we're talking about. It's not a sourcing problem. |
| 1:12.6 | It's not a sourcing problem. |
| 1:13.6 | It's a pricing problem. |
| 1:15.6 | Ah. |
| 1:16.6 | All right. |
| 1:17.6 | All right. Well, tell us more about that. |
| 1:19.6 | What's the real answer then? |
| 1:20.6 | Well, let's think about anyone who produces a product in a marketplace. |
| 1:24.6 | Uh-huh. |
| 1:25.6 | The number one way that they control sales velocity, usually, if there's sufficient |
| 1:29.8 | demand, is price. |
| 1:32.1 | So if you can only get six units a week, then your job is to price those units to sell six |
| 1:40.3 | units a week. |
... |
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