What it’s like to be a sales rep in Japan

Published: Wed, 01/03/24

January 3, 2024

TOGETHER WITH

Welcome back. We hope you all enjoyed the time off and are rejuvenated and ready for another glorious year. According to the Chinese Horoscope, 2024 is the Year of the Dragon, and will bring authority, prosperity, and good fortune. So all you have to do is sit back, send 50k outbound messages, and watch the money pour in. Let’s go.

NUMBER OF THE WEEK

In 2023, the average sales win rate was 21%.

Source: HubSpot

SALES ROUNDUP

Here’s what’s happening in the sales world this week:

A Philadelphia used car salesman was arrested and charged after he allegedly stole millions of dollars from customers who were looking to buy wheelchair-accessible vehicles. The majority of the salesman’s victims were people with a physical or mobility disability and over the age of 65. You can read about the scam here.
Google is reportedly planning a major reshuffle of its 30,000-person ad sales unit. Sean Downey, who is in charge of ad sales to big customers in the Americas, announced plans to restructure the ad sales teams during a department-wide meeting last week. This news could be perceived as another sign that Google Ads is leaning towards full automation. You can read more about it here.

FEATURE

Image source: shutterstock.com

What it’s like to be a B2B sales rep in Japan

Ever wonder how sales cultures differ across the globe? In Japan, the world of B2B sales is markedly different from what many Westerner sellers are accustomed to. The process is not just transactional but deeply rooted in personal connections, patience, and respect. The nature of selling to Japanese companies is intricate and people-intensive; it’s a sales culture that has remained largely unchanged despite the rapid advancements in communication technology.

The journey of a salesperson in Japan begins with identifying prospective companies. But they aren’t scouring LinkedIn, they literally hit the streets. This often involves physically walking through their assigned territory, a practice reminiscent of a bygone era in many parts of the world. Sometimes, they may be lucky enough to receive leads from their manager. The next critical step is securing an introduction to someone within the target company, preferably through an existing customer of their employer. Japanese business culture is heavily reliant on introductions and trust.

Cold-calling, a staple of Western sales tactics, is a big no-no in Japan. Such direct approaches are considered intrusive and are likely to backfire. Similarly, unsolicited emails or messages via professional platforms like LinkedIn are frowned upon. These methods, commonplace in other parts of the world, are likely to shut the door on potential opportunities when selling to Japanese companies.

Once the salesperson manages to make contact, they might visit the prospect's office several times over weeks or even months, each time leaving their business card and making polite inquiries. This repeated effort is not just about persistence, it’s a demonstration of dedication and respect to the potential client.

The next phase involves presenting the product or service to the buyer and their team, which might happen only after multiple visits. If the salesperson comes from a smaller company, they might bring along higher-ups – including the CEO – to meet the buyer's team. This hierarchy in meetings reflects the importance of showing respect and commitment.

Remarkably, even in an era dominated by digital communication, the preferred method of initial customer contact in Japan remains face-to-face meetings. While Japanese executives and senior managers are more accessible than ever through smartphones and social media, the essence of sales interactions has remained unchanged from the 1980s. Salespeople use digital tools mainly for logistical aspects like confirming orders or setting up subsequent meetings, but the core of the sales process – relationship-building – happens in person.

This approach is in stark contrast to the fast-paced, often impersonal sales strategies seen in countries like the U.S. It’s a game of patience and trust-building, where a first sale might take months to materialize. Salespeople diligently follow up with prospects, noting down when to revisit and steadily nurturing the relationship. This methodical process is not just about making a sale, it's about establishing a long-term relationship.

Japanese sales culture is also characterized by traditional practices like giving summer and winter gifts and sending New Year's cards (nengajou). These gestures are integral to maintaining and deepening business relationships. The commitment to these practices, even in a digitally connected world, highlights the deep respect for tradition in Japanese business culture.

B2B selling to Japanese companies combines a unique blend of traditional practices, patience, and deep respect for relationships. Despite technological advancements, the essence of Japanese sales has remained consistent over the decades. And while we in the west might be a bit too impatient and a bit too focused on the near-term to adopt the Japanese approach, there’s still a lot we can learn from their people-first traditions.

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MEME OF THE WEEK

Source: Instagram -- Sales Humor

QUIZ

Which famous author once worked selling cars at a Saab dealership on Cape Cod?

A. George Orwell
B. Ernest Hemingway
C. Stephen King
D. Kurt Vonnegut

SALES FAILS

Each week, we bring you the most cringe-worthy sales moments from across the web. To submit your sales fail story for consideration, click here. (Don't worry, you'll remain completely anonymous).

When I was in my 20’s, I got a sales job through a friend at a company that sold janitorial supplies to small businesses like restaurants and gas stations. The friend had previously worked there and got me an interview with the owner, who was an older guy who had started and ran the business for decades.

After I started, however, the older guy wasn’t around for the day-to-day. Instead, his daughter, who was this really nice woman in her late 30s or early 40s, had taken over the business. She had this enormous boyfriend who looked like a WWE wrestler who was always with her, but he didn’t really give directions or anything, he was kind of just there. Also, they had a brand new Cadillac Escalade on huge rims that they always drove around.

My first few months at the company were fine. The coworkers had been there for a while and it was a pretty laid-back and supportive environment. It was only in my third month that things got weird. One day, I got a call from my bank saying that a check I had recently deposited had bounced. I was surprised and called the boss lady, who told me they had had payroll issues the previous week and that everything would be sorted out shortly.

Well, this happened two more times, before, finally, one of my coworkers called me and explained what was happening. Apparently, the woman who was taking over the business had been taking out every single dollar she could so she could finance her and her boyfriend’s lifestyle. She had met him on a website for prisoners and had flown him up from Florida after he was released and they were living the high life with company funds.

I ended up getting laid off along with most of the staff and the company was temporarily shut down. Apparently, the father (the guy who owned it) never fully gave up legal control, and he ended up selling the company to someone else in the year after everything fell apart. It would’ve been a great sales job if it had been real, but it was all a mess.

Anonymous Location withheld

GRAPH OF THE WEEK

Source: LinkedIn Poll -- December 2023

WORTH A PEEK

What did 2023 teach us about sales? Sales trainer Josh Braun put together a nice list about last year’s lessons that we can use to kick the New Year off right. You can check it out here.

ASK THE QUOTA

Want to submit a question and be featured in our advice column? Click here. (Don't worry, you'll remain completely anonymous).

Dear Quota Team

I’ve spent the last four years in sales, and have been pretty successful by nearly all metrics. Last year, I made just under $160k, which is the most money I’ve ever made in my life. I’m certainly happy about it, but going into the new year, I can’t say I’m feeling overly optimistic.

I used to think making a lot of money would make me happy, but it doesn’t feel like it’s working out that way. The truth, I think, is that I don’t really enjoy the work. I'm enough of a self-starter where I can do what I have to do, but I have zero passion for it, and am just going through the motions most days. I also find the stress to be too much at times, and feel like I’m trading my health for money.

But I also don’t want to give up the income. Making close to $200k a year is pretty great, and it would be a shame to walk away from the money. What do other salespeople do when they want to transition out of a sales role but keep their income at a high level? Are there any good lateral moves to make, or do we have to choose between high income and stress or low income and contentment. How does one decide?

Unfulfilled on the East Coast

Dear Unfulfilled,

Some reps are able to match their high incomes by transitioning into executive management, but very rarely can you make a “lateral” move and keep your income the same.

Salespeople are paid well precisely because it’s a difficult job that requires sacrifice and hard work. Most reps who decide they no longer want to make that trade-off end up taking significant pay cuts. Some of them are happy with their choice, while others end up back on the phones.

There’s always the possibility that you can switch roles and eventually (after many years) come close to what you’re making, but it’s unlikely to happen overnight. You should think about what’s more important to you, money, or a role that you find more fulfilling. Only you can decide. Good luck.

Quiz Answer: D. Kurt Vonnegut — (you can read the source article here)

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Today's email was written by Ken Kupchik, Erica Furgiuele, Steve Rado, and Emily Hill.

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