234: Why Selling To Japanese Buyers Is So Hard And What To Do About It

<p>The buyer is King.  This is a very common concept in modern Western economies.  We construct our service approach around this idea and try to keep elevating our engagement with royalty. After living in Japan for 36 years and selling to a broad range of industries, I have found in Japan, the buyer is not King. In Nippon the buyer is God. This difference unleashes a whole raft of difficulties and problems. My perspective is based on an amalgam of experiences over many decades and I am generalising of course. Not every buyer in Japan is the same, but those foreigners who know Japan will be nodding their heads in agreement.</p> <p> </p> <p>The most intelligent sales approach the West has come up with is “consultative sales”.  This basic term gets bandied about, in different ways and at different times, but the fundamental concept is to uncover the buyer’s needs through asking insightful questions and then determine if you can satisfy that need or not. </p> <p> </p> <p>By definition, if you use this methodology, you are intelligent.  If you were going to sell to buyers from the world’s third largest economy, where 50% of young people are University educated and is known for its advanced technology, then intelligent consultative selling is bound to be your “go to” model.  You will fail because GOD doesn’t approve of your funky Western ways.</p> <p> </p> <p><strong>Pitch Momentum Predominates In Japan</strong></p> <p>In Japan, GOD expects a pitchfest.  GOD does not brook questions from low life salespeople.  Instead give your pitch, put it up, so that the buyer can slam closed the two barrels on the shotgun and then blast your pitch to pieces.  Japan is a very conservative business climate where failure is not accepted and mistakes are not allowed.  The Western CFO sharpening the pencil and working out that a 5% defect rate is the most profitable construct, will get a big bonus and a promotion.  Going to a zero defect rate is deemed too expensive and unnecessary.  GOD doesn’t accept any defects or mistakes in Japan a