Good products and sales are not directly connected

Many business owners, such as myself, believe that if we make our products better, they will sell. We think that if we make our products easier to use or add more functions, it’ll sell better. Most managers, regardless of what they’re selling, believe that improving products is the starting point of how they can increase sales. But in my experience, this isn’t true. Whether a product is good or bad is not directly linked to sales.

When selling a product, the branding of the product is the most important part of the process.

(1) Branding
(2) Marketing
(3) Advertising

The key to selling a product well is a good branding strategy. Only then can you market and advertise your product accordingly. No matter how great your product may be, no one will buy it if they don’t know it exists. Even if the product isn’t great, sales will still increase if enough people know about it. Therefore, while I believe product development is important, I believe it’s more important to change the company’s structure to focus more on branding, marketing, and advertising.

I believe that the product is not to blame for the lack of sales, but rather the lack of publicity.

Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com

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