311: Reducing Friction In The Sale In Japan

<p>Inertia is a powerful retardant to getting deals done in Japan.  Either they already have a regular supplier or this is a new solution with which they have no experience and they don’t want to risk anything.  Buying from you represents a number of changes which must take place on their side.  Change equals risk in the Japanese buyer’s mind rather than opportunity.  Doing nothing with the new solution is an easy decision.  Sticking with the existing supplier is an easy decision. When we are trying to create a new client we must have the right mindset.  If we are focused on getting a deal done then we will have trouble, because the whole process can be so frustrating and take such a long time.  We are more inclined to give up altogether.  If we are focused on the re-order, we will be in a better place mentally to do what is needed to get the deal done.</p> <p> </p> <p>Speed is usually seen as a positive but not always in sales in Japan.  Rushing into something which might blow up in your face, doesn’t enthuse the buyer to move things along at a brisk pace.  As I like to remind myself, “the buyer in Japan is never on your schedule”.  To get things moving a bit faster than otherwise, requires us to understand what is slowing down the process.  We are usually talking to one section in the company but the post buying decision flow-ons will affect many sections within the organisation.  Some will be much more affected than others and our job is to try and find out who that would be and what would be worrying them.</p> <p> </p> <p>This is not that easy because we may never have the opportunity to meet that section and hear directly their concerns.  Nevertheless, we need to ask our contacts for the lay of the land regarding who is pro and who is anti the new buying initiative.  We can say, “I really appreciate all of your guidance and I understand that buying from us would be a new thing inside the company.  I am sure there are many sections which would be directly impacted by making this change and based on your exper