Hello. This is Watanabe from the uSonar Marketing Team!
Today, we are sharing a report on the seminar hosted by uSonar on July 17, 2025, featuring En Shiro, author of "Practical Course on 'Hypothesis-Based Sales Proposal' That Leads to Results."
In the first session, Mr. Shiro presented, and in the second session, Takasaki from uSonar took the stage. Both speakers shared their insights on the latest approaches to new business development for companies.
Part 1
Recent Changes in Sales Activities and Their Background
As a preliminary step before entering the main discussion, Mr. Jono shared his insights on the characteristics of sales organizations that are experiencing stagnant performance.
According to Mr. Jono, the sales activities traditionally conducted by companies can be broadly divided into two types: consultative inquiry-based sales and product-focused sales.
Consultative inquiry-based sales refers to a style where the salesperson focuses on thoroughly listening to the customer's thoughts and interests from the very first appointment. Mr. Jono notes that in many of the companies he consults for, such as SIers and consulting firms that handle a wide range of products, there is a prevailing culture where it is standard practice to conduct inquiries during the initial meeting to uncover customer needs.
Next, product-focused sales is the opposite of inquiry-based sales; it is a style that prioritizes demonstrating how attractive the company's own products or services are from the first appointment. Mr. Jono explains that this style is common in industries such as manufacturing or SaaS, where the company's own products possess inherent strengths.
While noting that there is absolutely nothing wrong with these methods and that they have historically produced solid results, Mr. Jono stated that in the last few years, especially since the pandemic, there has been a frequent occurrence of stagnant performance or declining growth rates. Perhaps some of you reading this report are feeling a similar sense of impasse.
So, what are the underlying factors? Mr. Jono identified the following two points as the primary causes.
Mr. Jono explains that because the range of products and services available to customers has increased, making comparison and evaluation easier, it has become difficult to increase sales using traditional sales methods.
So, what kind of sales activities should be conducted? In response to this question, Mr. Jono stated that performance can be significantly improved by adopting the approach he proposes: "Formulate your own hypothesis on how your company's products can contribute to the customer's revenue, and present it with a logical flow and passion."
Mr. Jono refers to this sales approach of preparing hypotheses in advance as Hypothesis-Driven Sales.
So, what are the essential elements required to realize this Hypothesis-Driven Sales approach? Let us examine this in detail in the next chapter.
Essential Elements for Sales Activities
Mr. Jono asserts that the essential elements for sales activities are, quite simply, Trust, Passion, and Logic. He emphasizes their importance by noting that various historical and contemporary figures, such as Aristotle and Dr. Stephen Covey, have advocated for these as necessary components for influencing others, stressing that when these three elements are present, people are naturally moved to act.
So, what exactly constitutes a sales activity that incorporates Trust, Passion, and Logic? Mr. Jono states that it is crucial to prepare a well-reasoned hypothesis on your own before the initial meeting, even at a stage where you have not yet heard about the customer's challenges. As a result, you are evaluated for your logical approach, with the customer thinking, "Even though I haven't consulted with them specifically yet, this salesperson has put in so much effort to research and think through a logical path for our company." Even if the prepared hypothesis turns out to be incorrect, the very fact that you prepared to that extent conveys your enthusiasm to the customer. He emphasizes that, as a result, you are perceived as someone "I would definitely want to entrust with work," thereby earning their trust.
Implementing Hypothesis-Driven Sales in the Field
Up to this point, we have touched upon the foundational elements of Hypothesis-Driven Sales. Now, what is the process for integrating and shaping this approach within actual sales operations?
Mr. Jono makes it a point to complete the creation of a hypothesis proposal within one hour when working in the field. He stated that information gathering does not need to be exhaustive, and specifically, the following four points are important.
Based on this information, Mr. Jono explains that it is important to construct a logical narrative about how your company's products and services can contribute to solving the customer's management challenges, and how that leads to the vision or future the customer desires. Mr. Jono, who emphasizes the importance of passionately and logically conveying why your company is the choice over others, provided a concrete explanation using the example of a building materials manufacturer.
Continuing, Mr. Jono stated that the following three elements are indispensable for implementing Hypothesis-Driven Sales within a sales organization, noting that without them, this approach is difficult to permeate throughout the team.
These elements will serve as key perspectives when integrating hypothesis-based sales into actual sales organizations.
Part 2
Achieving Hypothesis-Based Sales with uSonar Tools
As Mr. Jono has explained, hypothesis-based sales require both passion and logic to build trust. Furthermore, even when dealing with hypotheses, the foundation for logical reasoning is data, such as information about the client's company, their specific department, and the industry surrounding the client's business.
The question then arises: how can such information be obtained reliably and quickly?
In this seminar, to address these questions, Takasaki provided an explanation and demonstration of the tools owned by uSonar as a means to realize compelling hypothesis-based sales. uSonar, a database company in its 36th year, possesses "LBC," one of Japan's largest corporate databases, which is compiled through our own information gathering efforts. "LBC" maintains information not only on corporations but also on individual business establishments, including restaurants, hospitals, and schools.
At the same time, various information sources exist for the creation and updating of "LBC," such as commercial corporate registries, securities reports, and corporate websites.
By leveraging the uSonar database, you can conduct sales activities more effectively and implement the hypothesis-based sales approach advocated by Mr. Jono in the field.
Networking Session After the Presentation
Following the presentation, a networking session was held, allowing attendees to speak with the speakers and interact with one another.
It became a very lively event, serving as a venue for networking and information exchange that is often difficult to achieve in the course of daily business or personal relationships.
▶︎ Learn More About uSonar Services Here
▶︎ For Consultations and Inquiries, Click Here
