By Eddie Mugulusi
There’s a business killer that doesn’t scream.
It doesn’t knock over your books or crash your systems.
It just quietly opens the door and ushers your customer out.
Its name? Out of stock.
What Really Happens When You Say “We Don’t Have It”
Imagine this.
A customer comes to buy the product they always buy from you.
They’ve bought it several times.
They trust it.
They love it.
They even talk about it.
But today, your answer is:
“It’s out of stock.”
What you’ve really said is this:
“Please, go and buy it from my competitor.”
You Worked So Hard for That Customer
You fought to get them.
You probably marketed, discounted, followed up, built trust.
But with one stockout, you’ve laid out a red carpet—
And handed them over to your competition.
And Here’s the Danger
You don’t control what happens next.
What if they discover your competitor is…
- Cheaper?
- More available?
- Just as good?
You’ve now given them the one thing they never had before:
A reason to try someone else.
And sometimes, they won’t come back.
How I Learned This the Hard Way
In 2022, we experienced this firsthand with our bottled tamarind juice.
It was one of our flagship products.
The market loved it.
Retailers and wholesalers were placing consistent, large orders.
Some would buy up to 100 cartons a week.
Then we hit logistical issues.
Production halted.
And within no time, we were out of stock.
The Phones Kept Ringing
Distributors kept calling.
The answer was always:
“We’re working on it.”
“We’ll be back soon.”
When we finally resolved the issues and resumed production, we rushed to restock the market.
Retailers bought the usual quantities.
Excited.
Hopeful.
But then something strange happened.
The Shelves Didn’t Move
The same 100 cartons that used to sell in one week…
Now sat there for three. Four.
Just gathering dust.
The product was back.
But the customers weren’t.
We had given them a break—
And they took it.
Some discovered alternatives.
Others realized something worse:
They didn’t need our juice as much as they thought.
That Was a Wake-Up Call
We assumed they’d rush back the moment we were back.
They didn’t.
The gap gave them space to rethink.
Some moved on permanently.
Others reduced how frequently they bought.
And rebuilding that market?
Took time.
Took money.
Took effort.
What You Must Do
If you sell a product that customers rely on consistently—
Never let it run out.
Don’t assume they’ll wait.
Don’t assume they’ll stay loyal.
The moment you say “out of stock,” you lose control.
And in many cases, you lose the customer.
Final Word
Inventory may feel like a backend issue.
But it affects your front line—your customers.
So if people love what you sell,
Protect it.
Plan for it.
Always keep it in stock.
Because in business, absence doesn’t always make the heart grow fonder.
Sometimes, it just sends your customer elsewhere.
Unlock your true potential 