When you have a really good product or service but it seems the connection you want with customers is not happening, it may be that you are yet to identify the form of relationship they have with your brand. Identify the relationship, understand it very well, and position your brand accordingly from your sales strategy to marketing communications and so on.
Knowing the relationship that applies to your business should guide you on whom to target, how to reach them, what to say, etc. Don’t leave your marketing and sales to chance, be intentional, and keep tweaking. Winning and retaining customers should not be a game of chance.