Winning With Relationship Selling: The Professional Sales Mastery Course

Why This Course Works

Q: Why can’t traditional selling work in Japan anymore?
A: Because Japanese buyers are highly informed and cautious. If salespeople can’t demonstrate credibility and build trust quickly, they will be reduced to competing on price alone — the fastest path to lost profits.

Q: Why do so many salespeople in Japan struggle to uncover buyer needs?
A: Because in Japan, the buyer is not treated as “king” — the buyer is treated as GOD. Most salespeople feel too intimidated to ask questions, so they simply pitch their product or service without understanding what the buyer actually wants.

Q: How does this course change that dynamic?
A: We teach a proven questioning model that shows salespeople how to gain permission from the buyer to ask questions respectfully. Once permission is granted, the buyer opens up — and that insight allows the salesperson to craft solutions that truly fit the buyer’s needs.

Q: Everyone talks about “relationship selling.” What makes Dale Carnegie different?
A: Dale Carnegie literally wrote the book on building better relationships — How to Win Friends and Influence People. It’s a timeless classic that has transformed how people connect, influence, and build trust for almost a century.

That’s why Dale Carnegie Training isn’t just another sales methodology. We are the world authority on relationship-building — and we apply those principles directly to the sales process.

While other programs teach sales “techniques,” this course teaches you how to build genuine trust with buyers, so they see you not as a vendor, but as a long-term partner in their success.

Q: Why do so many salespeople in Japan fail to close deals effectively?
A: Because they focus only on specs and details. They rarely elevate the conversation to how the solution will:

• Support the client’s company strategy
• Deliver measurable benefits inside the buyer’s organization
• Provide evidence from similar companies in the same industry

When pushback comes, most salespeople immediately drop the price by 20% — leaving massive amounts of money on the table. And instead of asking for the order, they hesitate, because they’ve never been trained how to do it in a soft, culturally appropriate way.

Q: How does this course fix those problems?
A: Participants learn how to:

• Connect features to strategic business value
• Frame benefits in terms of the buyer’s own organization
• Present credible evidence from look-alike companies
• Handle objections professionally — without resorting to discounts
• Ask for the order in a natural, trust-building way that makes the client comfortable

Q: What’s the biggest mindset shift salespeople in Japan need to make?
A: They must stop thinking about landing a sale and start thinking about earning the re-order. The difference in mentality between those two points is enormous. Clients in Japan don’t want one-off sellers. They want long-term partners they can trust, who understand their business and help them achieve their goals year after year.

This course trains salespeople to think beyond the first contract — and to build the trust and credibility that keeps clients coming back.

Q: Don’t most salespeople already get training on the job?
A: In Japan, “training” usually means shadowing a boss for a few client visits, then being sent out alone. Over time, salespeople pick up bad habits, and they never receive the full, professional framework that top global salespeople are trained in.

When participants walk into our class, many are confident — sometimes even arrogant — because they don’t realize how much they’re missing. By the end of the course, they often say, “I had no idea how big the gaps in my skills really were.”

Q: What’s the biggest gap?
A: Questioning skills. Most salespeople in Japan are trained to pitch — which means they talk about what they want to sell, not what the buyer actually needs. That’s a disaster. If the buyer wants “blue” and the salesperson only talks about “yellow,” there’s no sale.

In this course, we completely transform questioning skills. Participants learn how to ask permission to ask questions, uncover the buyer’s true needs, and keep the conversation focused on what the buyer actually cares about. That is how real trust is built, and how sales are won.

Q: How do you make sure learning sticks?
A: With the 8-Step Performance Change Pathway, which includes 137 OnDemand sales videos, 28 weeks of reinforcement, and live online follow-ups at 30 and 60 days. No other sales training in Japan offers this depth of sustainment.

Learn how to establish trust and credibility, using Dale Carnegie’s principles, techniques and methods, to better understand client needs and to collaborate with customers, by presenting evidence-based solutions. In addition, effectively communicate value which really resonates with buyers’ interests. Discover how to professionally handle client objections such as “your price is too high”. Secure the buyer’s commitment to make the purchase today and critically, to make it with you and not your competition. (3.5 hours x 8 sessions or 8 hours x 3 sessions)

• Create and demonstrate sales strategies that facilitate trust-based, relationship selling
• Use methods to establish rapport and gain access to decision-makers
• Collaborate with customers to co-create value and insight
• Apply the Dale Carnegie Sales Model to eliminate objections and minimize negotiation
• Secure commitments and maintain long-term customer loyalty
• Leverage repeat business and referrals for sustained sales success

This isn’t about theory. It’s about real-world role plays tailored to your product or service — so when the next big client meeting comes, you’re ready.

In our public programs, you’ll learn not just from your trainer but also from peers across industries — gaining insight into what works in different markets.

Participants leave with:

• Confidence to handle objections without fear
• Clearer communication skills that resonate with buyers
• Stronger closing ability that leads to repeat business
• A repeatable, proven model for building trusted client partnerships

• Sales professionals who want to move from transactional to consultative selling
• Sales managers who want to equip their teams with modern sales skills
• Companies seeking stronger sales pipelines and long-term customer retention

This course is built on:

• 113 years of Dale Carnegie’s global experience (and 62 years in Japan)
• The Dale Carnegie Sales Model — applied by sales professionals worldwide
• 137 OnDemand Sales Videos to reinforce and extend learning
• A track record of transforming sales teams into trusted advisors who consistently win business in Japan’s toughest markets

• Trainers are seasoned business professionals with direct sales experience in Japan.
• Certified through Dale Carnegie’s 18-month global process.
• No critique, only “good/better” feedback — keeping participants confident and motivated.
• Masters at coaching people to sell with authenticity and trust, not tricks.

• 137 OnDemand Sales Videos to reinforce every skill
• Carnegie Academy AI Edition with access to Carnegie’s entire global knowledge base
• 28 weeks of reinforcement so skills become habits
• Spring & Autumn Professional Ongoing Education to keep sales professionals sharp
• Books & Resources:
  • Japan Sales Mastery (ザ・営業) — the only sales book specifically about selling in Japan. Available on Amazon.
  • How to Win Friends and Influence People (人を動かす) — Dale Carnegie’s timeless global classic on building relationships.
  • Podcasts:
    • Sales Japan Series (English, Apple Podcasts)
    • Bijinesu Puro TV (Japanese, ビジネスプロTV)
    • Bijinesu Tatsujin (Japanese, ビジネス達人の教え)

Q: Is this course focused on B2C or B2B sales?
A: Both. Whether you are selling to a business or directly to consumers, success comes down to people skills. Buyers — regardless of industry — want to feel understood, respected, and confident in their decision. This course equips salespeople to connect, question, and present solutions in a way that works across every sales environment.

Q: Is this just about closing deals?
A: No. It’s about building relationships of trust so you can close deals today and again tomorrow.

Q: Will this help me if I already have sales experience?
A: Yes. Even experienced salespeople fall back into transactional habits. This program helps professionals elevate to consultative, relationship-driven selling.

This course uses our proven 8-Step pathway to ensure learning sticks:

1. Pre-Work (videos, podcasts, thought leadership articles)
2. Performance Coaching for Managers Workshop (optional)
3. Kick-off Session (1 hour online), pre-training survey, accountability partner assignment
4. Main Program
5. 28-week self-paced learning program with weekly video/audio content, reinforced by Carnegie Academy AI Edition
6. Deep Learning 1 (2 hours online, 30 days post-program)
7. Deep Learning 2 (2 hours online, 60 days post-program)
8. Graduate-only Ongoing Education (seasonal, 2 hours)

Are you selling to Japanese buyers? Do you want to be more successful? To sell to Japanese buyers, you need to: - Create long-term partner-level trust or no sale - Fully understand Japanese buyers' real needs or no sale - Convince buyers with your solutions or no sale - Overcome your Japanese buyer's hesitation, fear, and doubt or no sale - Know how to ask for the order or no sale - Ensure re-orders and life is good. This book is the product of over 30 years in the trenches, experiencing real-world pain, frustration, disappointment, and elation selling to Japanese buyers.

Buy on Amazon