Check out Takumi’s NEW English youtube channel🎵
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https://www.youtube.com/@takuway
Thank you so much for today!
Hiromi Wada shared her insights on “FAN BASE”!
🎉The essence of "FAN BASED Marketing"by Hiromi Wada
~ When you cherish your fans, both sales and the future grow naturally ~
It’s not just about “customer acquisition” or “sales strategy.”
It’s a mindset of building your business around the people who are already supporting you (= your fans).
📌3 Key points shared by Hiromi Wada
1. "Being trusting" more than "selling"
👉 It’s not about product strength or price competition—
The strongest differentiator is being the kind of person people want to buy from, based on trust.
2. Support of your fans is your greatest marketing asset
👉 One passionate fan is more powerful than ten mildly interested people.
Through word of mouth, repeat purchases, and referrals,
you’ll naturally create a state where “you don’t need to sell to make sales.”
3. Let your fans voices be the starting point for co-creation
👉 By truly listening to your customers and showing a willingness to “build together,”
your products and services will evolve—and the bond with your fans will deepen.
🌱Why is this essential in today's world?
In a world overflowing with products, people choose based on “who they buy from” rather than “what they buy.”
Human connections—something AI and technology can’t replicate—are becoming the most valuable asset.
In uncertain times, businesses rooted in trust, empathy, and emotional security are the ones that endure.
💡Practical tips
Aim to become someone whose words make people want to buy.
Don’t communicate to sell—communicate to be trusted.
Treat your “fan list,” not just your customer database, with care.
Everyone who joined was so sparkly and bright〜〜〜
【Stage 1】Redefining Sales: The Shift in “Selling”
Hiromi Wada’s book “The Secret to Being Loved by Fans and Selling Continuously” is a culmination of her insights on sales.
In today’s world, the era of “pushy sales tactics” is over.
→ What matters most is the customer experience after the sale.
Sales is no longer just about “product transactions”—it’s evolving into an activity focused on building trust-based relationships.
【Stage 2】Why What Happens After the Sale matters
Japan now faces the dual challenges of a declining population and waning consumer appetite.
In our information-overloaded society, relying solely on ads and new customer acquisition has its limits.
That’s why nurturing long-term relationships with existing customers is essential.
The Pareto Principle holds true: 20% of customers generate 80% of the revenue.
This shift leads to a “trust economy” fueled by repeat customers.
【Stage 3】What to do After the Sale
The key is follow-up = reinvesting in the relationship.
Video messages, New Year’s cards, handwritten letters—any form of “warm, human connection” is powerful.
Salespeople need to go beyond “just closing the deal” and adopt a mindset of being involved in the customer’s life.
Timeframe of results:
This isn’t a quick fix, but over 6–12 months, it leads to sustainable growth.
As a result, you’ll escape the grind of constantly chasing “this month’s sales quota.”
【Stage 4】The Power of Fan Meetings
Hiromi Wada’s suggestion: “The organizer should do as little as possible at fan meetings.”
Let the fans gather organically and express what resonates with them.
This setting becomes a valuable resource for product development and brand strategy.
The goal isn’t about scale—it’s about understanding what your fans are emotionally connecting to.
【Stage 5】The Power of Language and Mindset
In sales, we should move away from aggressive terms like “harvest,” “target,” or “take down.”
Language shapes mindset, and mindset shapes behavior.
If you see customers as “prey,” they’ll feel hunted—and the relationship won’t last.
Use words that reflect respect and connection.
【Stage 6】It's Not JustAbout Salespeople
Even if you’re not in a sales role, everyone represents someone’s impression of the company.
The way a phone call is answered or how an email is worded becomes the face of the business.
In other words, every team member contributes to building fans.
✅ Summary: The New Secret to Sales Success
| Category | Traditional Model | The New Approach |
|---|---|---|
| Relationship with Customers | Ends with the sale | Begins after the sale |
| Customer Acquisition | Focus on new leads | Focus on repeat customers |
| Sales Mindset | Sales-first | Trust-building first |
| Timeframe for Results | Short-term focused | Medium to long-term focused |
| Customer Perception | As targets/prey | As partners |
| Organizational Culture | Divided roles | Collaborative, fan-focused |
Today's speech, I ran out of time and I forgot to say something important!
KPIs are More Than Just a Number—Here’s the Real Meaning!
We often think of KPIs as mere numerical targets.
But that’s actually a misunderstanding!
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When we aim for a numerical goal,
there are always hazards (bottlenecks)—big, medium, and small—
that stand in the way.
The key is to identify the biggest one and tackle it as an entire organization.
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Even if you hit your numbers while those bottlenecks still exist,
your next challenge will feel even more difficult.
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That’s why every action, every department
should align around one clear priority:
eliminate the biggest obstacle.
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So... does that mean numerical goals aren’t necessary?
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Not at all.
Numerical goals are indicators of contribution.
(Which makes them extremely important.)
If your goal is to score 1,000,000 points
but you only reach 800,000—
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It simply means there’s 200,000 worth of contribution missing.
That’s all it tells you.
The number is just a reference point.
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This is the part I struggle to express clearly.
It’s frustrating!
—Takumi Yamazaki
About KPI
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Link to Takumi Yamazaki’s
ENGLISH Book “SHIFT”
