Episode #114: Market Yourself In Under One Minute

How has “sales” changed for professionals in Japan?

In today’s Japan business environment, every professional is in sales and marketing—whether their title says it or not. Accountants, lawyers, dentists, engineers, architects, analysts, and consultants all need to promote their expertise, attract new clients, and protect their personal brand in a crowded market.

Any time you try to influence a decision—choose my solution, fund this project, open this market, even “where shall we go for lunch?”—you are selling. If you do not consciously manage this process, a competitor who does will win the business instead.

Mini-summary: Modern professionals in Japan and across global business are always “on stage” as salespeople for their expertise, their company, and their personal brand.

Executives and buyers form impressions in two to five seconds. That means by the time you have finished saying your name, they have already created a mental story about you and your company. If that first impression is negative or unclear, it takes time and effort to undo it—and many people will never give you that second chance.

Leaving first impressions to random chance is a dangerous strategy. At business events in Tokyo and other major cities, people are busy, distracted, and time-poor. They will judge your competence, credibility, and value almost instantly based on your appearance, energy, listening skills, and how clearly you introduce what you do.

Mini-summary: You only get one chance at a first impression, and business people form it in seconds—so your introduction needs to be planned, not improvised.

At networking events, very few people can explain their business clearly, confidently, and memorably in 30 seconds. This is especially true for professionals in technical or specialized fields, who often default to vague job titles or jargon that does not communicate value:

“I’m a consultant.”
“I work in finance.”
“I’m in IT.”

Buyers and senior leaders need to know: How do you solve my problems? Why should I trust you more than others? If your introduction does not answer these unspoken questions, you lose impact—even if your expertise is excellent.

Mini-summary: Most professionals cannot clearly explain the business problem they solve, so they miss opportunities with potential clients and decision-makers.

Why should you let the other person talk first?

When you meet a new contact and exchange business cards, it is tempting to launch into your own story. Instead, a more effective approach is:

1. Look at their business card and show genuine interest.

2. Ask them about their business and role.

3. Listen carefully before explaining what you do.

People love to talk about themselves and their work. By letting them go first, you build rapport, gather information, and position yourself as a thoughtful listener—not a pushy salesperson. Their explanation also gives you clues about which parts of your own experience will be most relevant to them.

Mini-summary: Letting the other person talk first builds trust, gives you valuable information, and helps you tailor your message more effectively.

When you listen first, you can:

• Identify problems or frustrations they are facing.

• Recognize industries or cases where you already have proven success.

• Spot opportunities to connect them with other useful contacts.

• Discover whether your product or service is a strong fit.

If they mention an issue that you can solve, you can focus your explanation around that specific pain point. This turns a casual networking conversation into the beginning of a meaningful business dialogue, grounded in their reality—not in a generic sales pitch.

Mini-summary: Listening first allows you to connect your solutions to real problems, so you become relevant, credible, and valuable in the first conversation.

As they speak, you can also observe their personality and communication style:

• Detail-oriented, analytical people prefer precise numbers, facts, and logic.

  • With them, add more data and specifics.

• Big-picture, visionary people prefer outcomes, strategies, and future impact.

  • With them, stay out of micro-detail and talk about results and direction.

• Fast-paced, decisive people like energy, speed, and clear options.

  • With them, speak more quickly and get to the point.

• Calm, considerate people value harmony, trust, and stability.

  • With them, slow down, lower your voice, and give them space.

In Dale Carnegie training, we often refer to four major styles: Expressive, Driver, Analytical, and Amiable. Mastering the language of each style allows you to connect with more people, more quickly, without pretending to be someone you are not.

Mini-summary: By mirroring the other person’s pace, level of detail, and style, you make them feel comfortable and significantly improve communication.

What is the “Wow & How” formula for introducing your business?

Once you have listened, it is your turn to explain what you do—briefly and powerfully. The “Wow & How” formula is a simple three-step approach you can use at any networking event or sales conversation in Tokyo, across Japan, or globally.

Step 1: Start with a problem they can easily agree with

Open with a short statement describing a common business problem your clients face. For example, for training services:

“You know how many companies really struggle with training their staff? They get frustrated because the training does not lead to the behavior change or business results they expected.”

At this moment, the listener is mentally nodding. They can see the problem and may even be feeling it inside their own company.

Step 2: Add a bold, confident promise

Pause briefly, then add a powerful, attention-grabbing statement:

“Well, we fix that completely.”

Then you stop. No nervous explanation. No rush to fill the silence. Just confidence.

Their internal reaction is: “Wow, that sounds impressive.” Immediately after, their natural skepticism appears: “Really? How do you do that?”

Now the magic happens: they ask you for more detail.

Step 3: Answer at a high level, focused on what you do

When they ask, “How do you do that?” you give a concise, 30-second explanation that focuses on what you do, not the full technical details of how you do it. For example:

“Dale Carnegie has been supporting companies for over 100 years worldwide and more than 60 years in Tokyo. We use proven methods to trigger real behavior change, so employees actually apply what they learn and deliver stronger performance back on the job.”

You keep it short, clear, and benefit-focused. The goal is not to explain your entire methodology in a noisy networking room. The goal is to create curiosity and earn the right to a deeper conversation later in their office.

Mini-summary: The “Wow & How” formula turns a standard self-introduction into a memorable value proposition that makes the other person ask for more instead of feeling “sold to.”

A powerful networking introduction should take no more than about 30 seconds. Because the time is so short:

• Every word matters.

• The message must be rehearsed and refined, not improvised.

• The delivery should sound natural, confident, and relaxed—not robotic.

Simple, clear messages are often the most difficult to create. It may take several rounds of rewriting and practice to reach a version that feels “all killer, no filler.” But once you have it, you can use it again and again at conferences, client meetings, and internal events.

Mini-summary: Short, well-practiced introductions create a strong, professional impression and are far more effective than long, improvised explanations.

How do you turn a good first conversation into a business opportunity?

At the end of a strong “Wow & How” exchange, your next goal is to create a follow-up opportunity. For example:

• Suggest a short meeting at their office to explore their challenges in more detail.

• Offer to share a short case study relevant to their industry.

• Propose a brief online session with other stakeholders who influence the decision.

You are not trying to close the entire deal during a networking event. Instead, you are opening the door to a deeper, more focused business discussion—where you can present your full solution in a calm, private environment.

Mini-summary: Use networking events to earn the right to a follow-up meeting, not to deliver your full sales presentation on the spot.

How does your personal brand represent your entire organization?

Every time you meet someone, they are unconsciously deciding what your entire company is like—based on you:

• Your attitude and energy

• Your clarity and professionalism

• Your listening skills

• Your ability to articulate value

That is a heavy responsibility. But it is also a powerful opportunity. When you master your first impression, your listening, and your “Wow & How” introduction, you elevate not only your own brand but also your organization’s reputation in the Tokyo and Japan business community.

Mini-summary: You are the face of your company; by mastering your first impression and message, you strengthen your organization’s brand every time you meet a new contact.

• Everyone is in sales and marketing now. Professionals in all fields must be able to communicate how they solve business problems, not just state their job title.

• First impressions are fast and permanent. Business people form opinions in seconds, so your introduction must be intentional, clear, and confident.

• The “Wow & How” formula creates curiosity. Start with a relatable problem, promise a strong solution, and then give a concise, benefit-focused explanation when they ask, “How do you do that?”

• Listening and adapting are your competitive edge. By letting others speak first, observing their style, and tailoring your message, you build trust and open the door to future business meetings.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.