Entering Japan: How to prepare for the “Selling Ceremony”

We recently reflected on the renewed promise of Japan. How everything points to a renascent country open to innovation, and how ambitious European scaleups should take the hint from their US first-mover counterparts like OpenAI, and put Japan on their potential roadmap for growth.?

So much for why you might expand to Japan. We now want to focus on how.? How you can understand and prepare yourself for Japan’s unique “selling ceremony”, and what’s needed for a successful sales roadshow in advance of establishing your Japanese entity.??

Understanding the? Japanese “Selling Ceremony”

It’s no secret that Japan has a unique business culture, which can mystify, frustrate and even deter those who fail to understand and embrace its distinctive rhythms and rituals.?

This is symbolised in the “selling ceremony”, and like the world-famous tea ceremony its purpose is to establish a bond between the host and the guest. This involves a set number of rituals? in a precise order, progressing through the hierarchy of the organisation towards an harmonious decision for the business.??

In Japan decisions are made by consensus, so you can expect to be outnumbered by Japanese team members and not only the most senior person. Decision-making is a bottom-up process, replacing US and European executive rapidity with consensus-building and harmony.?

This takes time, requires patience and also a willingness to adopt a different rhythm and mindset from what you’re used to in the west.? You can’t change the cadence of this ceremony, but through understanding and preparing in advance you can increase your chances of success.?

Here are some ways you can do this.?

Show commitment from the top

Salesforce is a major Japanese success story for western tech. Currently Japan is the second biggest market for the company outside of the US, and a big part of that success comes down to commitment.

As Salesforce co-founder and CEO Marc Benioff claimed: "In Japan, it is very important to be a technology company that is committed first and foremost to the Japanese market. That it is not just a fly-by but that it is a commitment that will last for the life of the company, many multiple decades”.?

There’s a neat parity between this emphasis on longevity and the lengthy ritual of the selling ceremony, designed not to progress business, but to establish a bond based on commitment.?

Understanding this is key, and you can start to build this bond even in advance of formally establishing your Japanese entity.?

Invest in a roadshow?

A key moment in any western scaleup’s journey to Japan is the market entry roadshow. We encourage any company considering Japan to invest time and resources in a week-long mission to evaluate market fit and immerse yourself in the business culture by experiencing the selling ceremony first-hand.?

This is also your first opportunity to demonstrate commitment. Here’s what we recommend:??

• At least one founder should be highly visible in this roadshow (sometimes accompanied by a CRO). They should be present at all meetings, and be prepared to share their personal story, vision, values and value proposition.?

• The Japanese love stories, so any personal anecdote or connection with Japan (either personal or professional) will resonate strongly.?

• And they would outline their ambition for their business in Japan. This should show a genuine commitment to long-term relationships, offered with humility. As a rule, it’s better to under promise and over deliver in Japan.

• Although disruption is the dominant narrative for tech innovation in the West, that should not be your key message when you present your solution here. Instead, be clear on how it can help to solve your prospect’s current challenges, complementing their ecosystem by adding genuine value.?

In our experience, the Japan roadshow can be a turning point for European scaleups. It opens their eyes to what’s possible and their minds to what’s demanded through this taste of the selling ceremony.?

Prepare in advance?

What makes for a successful roadshow, and what can you do to ensure this??

Typically, planning should begin two to three months in advance to ensure the right participants are secured for the meetings and the entire ecosystem is effectively reached.?

Your presentation should be translated in Japanese and be prepared to share it one week before the meeting, with a detailed agenda for the meeting to come.?

You should bring your own translator to all meetings, not just to ensure mutual understanding, but to signal considerate and respectful preparation.?

Business cards are famously important within this ceremony, and be prepared to present them two-handed in meetings. Translating your business cards into Japanese shows respectful consideration in a minor detail that will not go unnoticed.?

Details are the symbolic currency of ceremonies, and here is no exception.?

Embrace difference

The selling ceremony embodies the difference that is Japan when it comes to doing business and presenting your offer. The European scaleup considering Japan would be wise to embrace these differences both operationally and psychologically.??

Leave your western perspectives at the threshold with your shoes, and you will make the first steps to success in this unique and uniquely rewarding country.?

To discover more about what Japan’s unique business culture demands, and how you can prepare yourself in advance, read our Spotlight on Japan as part of FastTrack’s Asia Next series.