"Moshi-moshi" is how you greet someone on the phone in Japan

There is no such thing as cold calling in Japan.  At least not the way we know it.  However, the effectiveness of a phone call has increased in direct proportion to the amount of unsolicited e-mail sent, and that’s a lot!   So how can you use this valuable sales tool in Japan?

Many Japanese companies have strict prohibitions against cold calling their employees and not surprisingly, many Japanese frown on unsolicited calls.  No one seems to mind, however, if you’ve been introduced by a third party.　Japanese are world-class networkers and often ask each other for introductions (shokai) for any variety of reasons, business or personal.  I call this “warm-calling”.  

To be clear, warm-calling requires a third party to vouch for you and whatever it is that you’re promoting.  So, before you ask a Japanese colleague (or any colleague for that matter) for an introduction to a Japanese prospect, understand that what you are asking for is an endorsement and that what you do ultimately reflects on that person.  It is a big responsibility.  Be sure you get it right.  

Before asking for an introduction, you’ll need to do some basic marketing homework. 

Who buys your product?     
What similar things are they purchasing?    
Why do they purchase it?      
When and how do they make those purchases?

Assess the people in your network who might be able to give you access to those companies and people you are targeting.  If you don’t have anyone in your network who can provide an introduction, considering working with a reputable Japan-based business development firm whose industry alliances fit your target market.

Get to know as much about your prospects, their companies, and operations as possible.      

Be sure you thoroughly know the product or service you’re selling and are able to articulate how it benefits your prospect.

Put together short, concise, effective oral and printed presentations prior to phoning.  Chances are that your prospect will only hear about half of what you say on the phone so offer to follow up with your presentation.

Engage your prospect in a non-threatening way to maximize the potential for developing a long-term relationship. 

Finally, make it as easy as possible for your prospect to quickly understand the benefits you are offering.  Either you or your Japanese business development partner must be able to deliver your printed and oral messages in Japanese. 

For those of us who regularly work between the US and Japan and use the telephone as a sales tool, these obstacles are simply puzzle pieces that need to be fit together.  Granted, this puzzle has a great many pieces. 

​Like all challenges, the bigger it is, the greater the reward!