How to Successfully Prepare for a Business Meeting with a Japanese Company - No Fluff, Practical Tips Only
Introduction
Many foreign business owners and entrepreneurs struggle when they make business pitches to Japanese companies, and for good reason. Some common reasons we’ve come across are the lack of the cultural knowledge for a successful meeting, lack of patience, or
worse–lacking the humility to listen to their counterparts to propose a solution that will actually keep the conversation open.
In this article, we won’t bore you fluff, only practical advice that we’ve gained through working in various Japanese companies, as well as attending a lot of meetings in Japan.
Getting Ready
If are going to work with Japanese firms, understanding Japanese culture and business norms is the first step. Our advice is to start with the idea of nemawashi. Originally a gardening term, where roots are prepped before transplanting, in simple English, the term means to build allies and consensus. In practice, this means finding someone within the company who can share insights into how they operate, who the key decision-makers and influencers are, and how decisions are made. Your ally is not just an informant, but an important ally throughout the entire process.
Look the Part
And then there’s the ritual of meishi koukan or the the business card exchange. Expect this formality to be carried out if you’re meeting in-person. Carry enough cards for everyone, present yours with both hands, and accept theirs with the same respect. As for attire, while dress codes have certainly casualized–especially post-COVID, you’ll still see a lot more suits or jackets. Unless you’re meeting a startup and you know without a doubt that everyone dresses in tshirt and technical wear, stick to wearing a professional business suit.
Give Details, Not Fancy Powerpoint Decks
When it comes to your presentation, keep it practical. Forget the flashy, overly designed slides. No offense to Apple fanboys, but building a deck like Steve Job’s presentation is probably not the way to go. Japanese companies expect clear and detailed documents that can be shared internally and carefully examined after the meeting. Remember, decision-making in Japanese companies are often done through consensus.
Moreover, many Japanese businesspeople can struggle with spoken English. A stylized deck with most of the information contained within the speech itself means that detail will be lost if you don’t put it down in writing on the deck! When in doubt, err on the side of over-providing background context and information. This can be quite counterintuitive if you’re coming from a more presentation-centric business culture, but we are sharing what we have observed in our many years of operating in Japan as foreign business professionals. The takeaway is that your materials should stand alone as a resource, not just serve as visual support during your pitch.
Expect to Be Lost in Translation
Language barriers can complicate things, but barriers mean opportunities for those able to overcome them. Many foreign businesses understand that it’s critical for local teams to be able to engage Japanese businesses in their language. Always provide Japanese versions of your materials. AI translation tools have made this easier than ever. If your budget allows, hire a professional interpreter. If not, there are AI tools as well, and they are getting better all the time.
Sending pre-reads in advance is another smart move. While your Japanese business partners may not be fluent in spoken English as mentioned earlier, many can comfortably read it, especially when they’ve had time to digest the content before the meeting. Again, this is another reason why you’ll want to avoid overly stylized decks.
Use Social Proof, but Be Honest and Humble
Trust and reputation are everything in Japan. If you’ve worked with other Japanese companies, say so. Mention them by name and share specific examples of successful projects or collaborations. Many Japanese businesses are risk-averse, and you can lower their barriers if you can show that that you not only understand Japanese business culture, but have successfully delivered results.
If you don’t have successful cases yet, don’t lose hope. Show some examples of successes elsewhere, outside of Japan, and explain that how those learnings can possibly apply to Japan. You might get a lot of valuable feedback to tweak your product offering.
However, please avoid overpromising, or worse still, lying. “Fake it till you make it” may be a viable strategy in Silicon Valley, but Japanese businesses will not tolerate any dishonesty or exaggerated claims. Most Japanese companies in fact prefer to downplay their accomplishments rather than toot their horns. If you come across as being too arrogant, it may jeopardize your future business relationship.
Seating and Dinner Etiquette
Japanese meetings and business dinners have their own rhythm and rules. In the meeting room, kamiza—the seat furthest from the door, literally meaning “upper seat”—is hierarchically above, while shimoza, nearer to the entrance, is “lower”. If you’re a guest at a Japanese office, you’ll likely be occupying the seat away from the door, as Japanese hospitality and business customs dictate that the guest is above in terms of social rank. Wait to be guided to your seat.
If you have the chance to be invited to a business dinner, starting with a round of draft beer is standard practice. You may be surprised what a few rounds of beer can do to help break down barriers. The evening often ends with a ritualistic close, when the host of the dinner will announce the end and wrap up with a “clapping ceremony.” You’ll likely encounter the ipponjime, or the “single-clap close.” Don’t worry if you don’t know what to do. Just follow your host’s lead. Usually, if there are foreign guests, there’ll be a round of practice. Get involved. Participate! These moments are excellent opportunities to build rapport. Show that you respect the culture and you want work with them.
Reset Your Expectations
If you’re expecting a quick yes or no, you might leave disappointed. Decision-making in Japan is often drawn out and indirect. It can also be quite consensus-driven, which means that it takes a longer time to align all the stakeholders before the decision is made.
You might not get a clear answer, but that doesn’t mean your proposal isn’t being considered. Many Japanese business people may not be very straightforward and direct with what they want from you. For example, if your business counterparts tell you that they’re considering something, it’s most likely a polite way to to say that they’re not interested. Be patient, learn to read between the lines. If in doubt, clarify and ask firmly but politely.
Most importantly, remember that relationships in Japan take time. One meeting won’t guarantee success. Follow up, keep the conversation going, and demonstrate your commitment to understanding their process.
Contrary to what you may have been told, we believe that there’s nothing mysterious or exotic about the way business is done in Japan. The quickest way to success everywhere is to deliver what the customer wants, rather than coming in with preconceived notions about what the customer might want.. In Japan, the process can be a little harder than what you may be used to, given that a lot of communication can be indirect and non-verbal.
Still, this is not the time to mirror your Japanese partners and act equally vague. Rather, be clear and upfront about what you can provide. Help your Japanese partners make quicker decisions by simplifying the possibilities. For example, provide 3-4 options and let your partners. They may not like what has been presented, but at least, you will be able to get feedback, which will help you narrow down what they are interested in.
It’s about playing the long game. Preparation, patience, and respect will take you far in working with Japanese companies.
We Can Help
Need more help setting up a business meeting or facilitating discussion with a Japanese business partner? Reach out to Tokudaw’s Japan Business Development Department, to understand the unspoken rules of Japanese business culture. With our expertise navigating cross-culturally, we’ll work with you to develop a strategy to work and communicate successfully with Japanese businesses.
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