1. Challenges of the Japanese market
Webinar, EU-Japan Center of Industrial Cooperation
February 18th, 2014
By Japan Consulting Office (JCO) Olivier van Beneden

2. About the expert About the trainer: Olivier van Beneden
More than 20 years of experience working with Japanese
High school and university in Japan, living with a Japanese family
8 years working in a Japanese company in Japan and in Europe
8 years of working as a consultant / trainer at Japan Consulting Office
About Japan Consulting Office (JCO)
Business people training business people
Very practical approach
All trainers have worked in a Japanese companies in Japan and speak Japanese fluently .

3. Table of Content Introduction First contact
Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Table of Content
Introduction
First contact
Information exchange
Visiting your (potential) client
Meetings and decision making
Contracts
Customer service
Quality and claims
Q&A

4. The need to generalize Culture Human Nature Specific to individual
Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
The need to generalize
Specific to individual
Inherited and learned
Personality
Specific to group
Learned
Culture
Universal
Human Nature
Inherited

5. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
First Contact
Japan is a relationship-based culture: cold-calling is rarely successful
Third-party introductions work best
Very high technical standards and often unique to Japan
Ask yourself: What is your Unique Selling Proposition (USP)?
Japanese customers are generally very loyal and will work with you to keep things going in a mutually satisfactory way

6. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Information Exchange
Why are they asking so many questions and requesting so much information? With a very high aversion to risks, Japanese need to understand the whole process before moving forward, so be ready to provide information which seems irrelevant to you.
When receiving the same question(s) several times, make sure to reply consistently every time.
As a supplier, you should treat all Japanese requests as “urgent.” Customers are gods in Japan!
Information tends to flow upwards (from suppliers to customers) so Japanese customers have a tendency to send very little information back to you.

7. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Visiting client
Locate the office! Ask your contact for a map or check their website for one.
Arrive 10 minutes early
Dress conservatively and behave formally
Don’t forget to bring a gift
Business cards: Present your card with two hands, with the writing of the card towards the receiver. Accept the person’s card with two hands as well, and lay the card(s) down in front of you on the table (do not write on them or play with them!)

8. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Meetings & Decision Making
Do your homework! Do a bit of research on the company you are visiting
Showing testimonials and references usually works well
“We have two eyes, two ears and one mouth” so listen more than you speak!
If your counterpart does not speak English, find an interpreter. In any case, have your company brochure or other information ready in Japanese.
Don’t forget to send a thank you note after the meeting

9. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Meetings & Decision Making
Nemawashi prior to meeting
Less discussion during meeting
Decisions are made beforehand, then confirmed during the meeting
Disagreement is not displayed publicly
Discussion, planning
Decision (group consensus)
Fast implementation

10. Contracts: What is a contract?
Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Contracts: What is a contract?
Contracts in Japan
Documents that are vague, brief, which do not foresee conflicts or their resolution
Negotiable if the external conditions change
Contracts in Europe
Detailed documents that foresee conflicts and their resolution
Non-negotiable even if the external conditions change

11. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Customer service
Customers are “God” in Japan. Very high service levels and very demanding customers in Japan. They will have the same expectation from you
How to say “no” to a customer?
Be prepare to spend a lot of time in “after-sales” services and maintain regular contact with your customer
Show your long term commitment

12. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Quality & Claims
Quality = perfection, no tolerance even for small deviations
Show your long term commitment
Apologize

13. Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A
Summary and Q&A
Japan is a unique country whose culture has a profound impact on business practices. You will need to adapt your approach accordingly.
Make good use of other modules of this online tool to further deepen your knowledge
Gambatte! (“Do your best/have courage” in Japanese)

14. From offices in Belgium, UK, Germany, Netherlands, France, Hungary, Singapore and Japan we are ready to support your business. For any question, do not hesitate to contact us.
Meetings & Decision Making
First contact
Information Exchange
Visiting client
Customer service
Quality & Claims
Introduction
Contracts
Q&A