Why are good products still not selling? What’s the problem?
“We have a really beautiful product, superior quality, competitive price. But after 6 months of launching, we still haven’t sold much. What’s the problem?”
I’ve heard this question hundreds of times. And the answer, unfortunately, is sadly repetitive: Businesses don’t know who they’re selling to.
Beautiful, standard, quality products… but no “way to market”
There is a paradox that exists in many Vietnamese businesses:
- They spend 90-99% of their resources on product development: finding the best materials, improving designs, optimizing production processes, hiring designers, investing in machinery.
- But they do not spend enough 1% to clearly define: who to sell to, where, how.
When asked about target customers, many business owners give very vague answers:
- “Anyone can use it.”
- “Good products will have customers.”
- “The market is very large, as long as the communication is correct, people will buy.”
Let me be frank: That is a dangerous illusion.
No product is for “everyone”. The more you try to “serve everyone”, the more you will lose the market
No matter how good a product is, it cannot be suitable for everyone.
High-end herbal tea is not for middle school students.
- A handmade night light for 1 million is not for renters with an income of 6 million/month.
- A human resource management application cannot be sold to businesses with only 4 people.
And the danger is: when you say “anyone can use it”, you no longer have any reason for customers to choose you over your competitors. Because if you say “I give it to everyone”, the market will hear “I am not for anyone”.
Without a go-to-market strategy, a product will “die young” no matter how good it is!
I once worked with a startup in the natural cosmetics industry.
The product was great – nice packaging, good ingredients, reasonable price. But after 1 year, inventory piled up.
Why?
- Not clearly defining customer segments.
- Not identifying the main point of sale: online or in-store?
- Not building a distribution system or a collaborator model.
- Not investing properly in marketing while renting a nice office, producing expensive videos…
Eventually, they have to cut staff, downsize, and “halt sales to focus on further product improvements” – a never-ending cycle.
The “good product is enough” mindset is one-sided and not suitable for competitive markets
The market does not reward good products – it rewards products that are chosen.
To be chosen, you must:
- Speak your customers’ language.
- Show up where they’re looking.
- Give them a reason to act now.
- And make them feel: this product is just for me.
All of that comes not from product quality but from go-to-market strategy.
How to keep a good product from dying on paper?
Practical suggestions for businesses that want to sell:
a. Re-analyze customer portraits
- Who are they? (age, gender, income, shopping behavior)
- Why do they buy? (convenient, beautiful, cheap, exclusive, branded, secure…)
- Where do they usually access this product? (directly, online, through acquaintances, through KOLs…)
b. Review your distribution model
- Where are you selling? Are your sales channels appropriate for your audience?
- Are you spreading your resources thin?
c. Invest in the right communications – but focus on the right message
- Don’t say “best product on the market” – say “what problem does it solve for customers”.
- Make your users feel seen and understood.
d. Don’t be afraid to ask for advice – but know how to filter information and make decisions
You can’t “make products – do marketing – build channels – and distribute” all by yourself.
But don’t outsource everything.
Understand your strengths and weaknesses. If you’re weak in commercial strategy, get support. But be the final decision maker – and take responsibility for your product.
Conclusion: “Good product” is necessary, “right go-to-market strategy” is sufficient
You can create a gem – but if you leave it in the dark, the market will not see it and will not buy it.
- Be clear: who am I making this product for?
- What channels and languages will I use to reach them?
- And what will make them choose me over 100 other products?
A good product is the beginning. A good marketing strategy is the result. Without one of the two, a business will remain an “unfinished story”.
