SaaS Sales in Japan: Importance of Case Studies
Introduction
Getting your first customers in Japan is something that should be celebrated. Building strong relationships with those customers and putting case studies together takes the Japan go-to-market (GTM) to the next level.
Case studies are now a ubiquitous part of B2B SaaS GTM strategies. Case studies are particularly important in a country where selling requires a higher level of social proof. They ultimately end up being a big part of gaining the trust of the local market. Case studies can be your golden ticket to smoothen conversations with potential prospects and any indirect sales channels.
Why Case Studies Matter
Deeper Understanding of the Service for Stakeholders
Case studies provide a concrete image of how the platform impacts the workflow. A company introduction deck is beneficial but, at times, is insufficient in portraying the benefits of implementation. The buying process in Japan is done by a collective and the decision is homogeneous. This process, the Ringisho process, most likely includes stakeholders that are not end-users. The end-users may have a clear idea of how the newly onboarded tool would affect and benefit their workflow. The stakeholders that aren’t as close to the platform may have a hard time visualizing the new process and its impact. Case studies provide stakeholders who are not end-users with the clarity and understanding they need to make a purchasing decision. The understanding becomes more concrete if the case studies are in similar verticals or address the specific issues that the buyers are facing.
Don’t Underestimate the Power of Social Proof
The importance of social proof cannot be stressed enough in the buying process in Japan. The case study provides a clear understanding of the impact of the service being implemented. It also provides an additional level of certainty and security for the buyer. If recognizable logos are using the platform, the buying committee feels comfortable using the product. The case study ultimately becomes a “stamp of approval” from the Japanese market. With this layer of validation, the selling process becomes smoother. The more logos and case studies, the better, as they provide a sense of camaraderie and belonging.
Case studies also provide a sense of urgency, especially for companies that may not be actively looking to implement new technologies. If competitors or companies in similar industries are using innovative technologies, these companies may look to adopt new technologies to keep up. One thing to flag regarding case studies in Japan, some B2B SaaS thought leaders will go as far as saying “If the case study didn’t happen in Japan, it didn’t happen at all.” The power of social proof from a local case study cannot be underestimated.
Just How Important Are Case Studies?
Case studies are so important that it’s the number one requested sales collateral by resellers and distributors. The data collected by Sairu shows that the success studies/case studies are more requested than the company/service introduction deck. They’re also more requested than demo environments, which speaks to the purchasing process in Japan itself.
Creating Momentum with Case Studies
Case studies can be a catalyst for further growth in Japan. With the “stamp of approval” and signs of product-market fit, direct sales can be smoother. Of course, the case study itself can help with SEO, but routing ads to the case study can be one way of exposing the case study. Leveraging the case study can help direct sales and sales-led growth (which is a big aspect of SaaS sales in Japan).
The case study can open doors to indirect sales as well. As resellers and distributors tend to work with companies that have proven PMF, the validation from case studies may smoothen conversations in the indirect channel, as well. The case study can be the conviction that resellers need to take on the product.
If the relationship continues to develop, there are many possibilities beyond case studies. Further thought leadership initiatives, such as webinars, can lead to a stronger presence in Japan. Creating a win-win situation is key to engaging in these activities.
Requesting a Case Study
Getting a case study can be as simple as asking. The deeper the relationship, the more likely the buyer will do a case study. It’s hard to quantify the relationship, but here are a few stats on requesting a case study.
Case Studies Are Usually Requested Before the Engagement
Case studies are usually requested before the engagement. It’s common practice to include the case study in the contract. Even if the end-user is a strong advocate of the product, they may not be able to provide a case study due to company policy. Clearing this in advance increases the chances of getting a case study.
Case Studies in Exchange for Discounts
Half of the providers always provide a discount in exchange for a case study. The discount is usually not presented upfront but used as a last resort to get a commitment to the case study. That being said, the value of the case study is much greater than the value of the discount. Especially with large, recognizable brands, it may be worth providing the maximum discount possible in exchange for a case study.
More Rejections than Acceptances
Most companies face more rejections than acceptances. Providers should not be discouraged after a few rejections. The rejection reasons likely vary, but building the relationship to increase the chances of a case study is paramount.
Conclusion
Case studies are crucial in getting to the next level after bringing on your first customers in Japan. They provide a clear idea of the impacts and benefits after implementation, especially to the stakeholders who aren’t close to the platform. They also add a layer of social proof and validation by that market that provides the buyers certainty and security. Having a solid relationship with the customer is foundational in requesting a case study. Nihonium can help build relationships with the customer and construct the case study. If you’re interested in Japanese market entry or elevating Japan-related initiatives with case studies, book a free consultation here.
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