About PSPINC and Japan

Sales That Start from the Wrong Assumption

When I receive sales emails, I often see messages that begin with statements like, "Your company is missing business opportunities because you're not doing XX.", or "Your company has a problem with YY."

I think this is a huge mistake because people won't pay for something they don't think they need, or for a problem they aren't currently struggling with.

I believe these salespeople think that if they point out something the customer isn’t aware of, it will lead to more business. But, in reality, customers don’t change their behavior so easily. In fact, I think it leaves a negative impression, as if they’d just pointed out their shortcomings, which is counterproductive.

People buy when they are "in trouble" or "interested."

From my experience, customers mainly purchase in the following two situations:

1. To solve a current problem
People choose a product or service to solve a current problem, like high costs, wasted time, or excessive effort.

2. When they become interested through information or a trigger
People become interested when information or an event, like an exhibition or article, makes them feel, “I want to try this” or “This looks interesting.” Impulse buying also falls in this category.

In short, I believe that a sales approach needs to either solve a problem or arouse people’s interests.

So how can we get closer to the customer?
The answer is simple: Build trust first.

If I ask a new contact what challenges they’re currently facing, they rarely tell me the truth. Why? Because from their perspective, I’m not someone they trust yet.

It’s difficult to gain trust through advertising, and the results are limited. That's why I focus on networking and having face-to-face conversations. By meeting several times, engaging in small talk, and spending time together, they start trusting me and start thinking they can talk to me.

Only then can I finally ask about their problems and interests. That's where I believe the "real sales" process begins.

I believe that sales don't start by pointing out a customer's flaws, but by building a relationship of trust. With trust, the customer will open up about their problems and listen to my proposals.

The essence of sales isn’t to push a product but to listen to the customer’s voice. The very first step is to become someone they feel safe talking to.

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

PSPINC (Pacific Software Publishing, Inc.) is a technology company based in Bellevue, Washington, USA. Founded in 1987, PSPINC provides web hosting, email hosting, and other internet-related services to businesses and individuals worldwide.

In addition to its hosting services, PSPINC also offers website design and development, domain registration, and online marketing services. The company has data centers located in the United States and Japan, and it offers multilingual support to its customers.

PSPINC has a strong focus on customer service, and it has received numerous awards and accolades for its quality of service over the years. The company is committed to staying up-to-date with the latest technology and industry trends in order to provide the best possible solutions for its customers.

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