- It is important to recognize that products frequently bought on impulse as souvenirs for oneself or others by Japanese tourists overseas because of their curiosity do not sell in Japan as they are. Souvenirs and marketable goods are not the same thing. As has been continually emphasized in this column, it is vital to first thoroughly investigate whether one's products are really suited to the Japanese market or not.
- In negotiations with Japanese businesses, the Japanese side will make a number of requests, asking, for example, that the design or packaging be changed, or the color altered to suit Japanese tastes. Despite being able to meet these requests, many foreign firms immediately give up because of the hassle and time it would take to make the necessary modifications. As the best firms for doing business with are those that make numerous demands and the ones to be avoided are those that make no suggestions at all, these requests and demands are to be welcomed. In order to make products match up to the Japanese marketplace, it is necessary to work closely with Japanese firms. If you really want to succeed in Japan, you should spare no effort in cooperating with your Japanese partners. Recommendations on improvements offer a means of making inroads into the Japanese market, and should be actively implemented. Without that hard effort, there is little hope of succeeding in the Japanese market. If the demands made are too severe, you should discuss fully with the Japanese side, and work together in clarifying to what extent improvements can be made.
- If requested to send a sample to Japan, it should be sent (unless exceptionally expensive) at free of charges. The fact that a Japanese company has requested a sample means it is interested, and is an indication that entry into the Japanese market cannot be far off. Samples are in a sense the "seeds" of commerce. Unless the seeds are sown, there can be no harvest. Anyone wanting to sell their goods should naturally therefore offer the seeds for free. It is only natural to provide the samples one makes gratis. It is also extremely desirable that samples modified in accordance with a Japanese company's recommendations should also be provided at free of charges. Improved samples should be carefully made exactly as recommended. It is no good sending a sample with the proviso that it would differ in such and such a way if an actual order were to be placed. If you provide a free sample that has been modified as requested and the Japanese side requests that further modifications be made, then you may bill for the cost of the sample. The first sample and the first modified sample, however, should be free.
- Before going into a business meeting with a Japanese firm, you should make sure you have with you business cards and a pen and notepad. As noted previously, business in Japan starts with the exchange of business cards. It is not polite to be without one's business cards, even if only temporarily. You should therefore make sure you have plenty of business cards. You should also note down the main points of talks. If you do not, Japanese people will tend to think that you are not serious about negotiating. It is not acceptable in Japan to think that you need not take notes as you have a good memory and can remember everything. People tend to forget. Even people with excellent memories will often forget important details. It's therefore best to take notes. If you take notes, Japanese people will think you are serious about negotiating.
- If is often impossible to get through to the e-mail address, fax or telephone numbers given on a business card, probably because they are out of date. Even if the correct address or number has been written in, it is still sometimes impossible to make contact. Business cards should give correct numbers and addresses through which it is possible to make contact. The same applies to the address; everything on a card should be correct.
- One more point about business cards is that it is often difficult for Japanese people to tell from a card, e-mail or fax whether a foreigner is a man or a woman. Although this is not always a problem when cards are exchanged in person, the problem can still arise at large meetings where dozens of people exchange cards at the same time. One way of getting around this is by having your photo or likeness printed on your business cards, or by printing "Mr.", "Mrs." or "Ms." on it. Doing the same with e-mails and faxes can eliminate the discourtesy of calling a woman "Mr." or a man "Mrs." or "Ms."
- You should not think that you can sell just anything in Japan, or that you will immediately find a suitable business partner just by asking. There aren't any companies out there just waiting for you. It is extremely rare that something sells well just as it is. You have to realize that products will not sell well unless adapted to suit the Japanese market, and that you have to make the effort to sell your goods. In many cases, there is no possibility that a product will sell in Japan. Although small in number, there are some products that cannot be imported into Japan or are subject to quotas. These points are ones that you should have your partner in Japan investigate carefully. Finding a partner is itself something that cannot be left to others, and no effort should be spared. Whatever you do, self-help and effort on your part are essential.
- We once received a request from a foreign company planning to come to Japan in a few days for business talks to set up an appointment with a suitable Japanese firm. Despite the short notice, we managed to arrange appointments with a number of Japanese firms for that company. As their representative was arriving on Monday the following week, we phoned on the Friday to inquire which hotel they would be staying at. To our surprise, we were informed that they had still not been able to obtain a visa, and that they might therefore have to cancel the visit. After getting over the shock of such irresponsibility, we were dumbfounded. They had no idea of the inconvenience caused to others. After we had worked so hard to set up appointments for them, they had no qualms about just canceling, and did not seem to care about the loss of trust this would cause. A firm like that would find itself unable to find a partner in Japan. Before asking for an appointment, make sure that you apply for and obtain a visa first.
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