Episode #125: Three Keys For Sales Success

Why do “know, like, and trust” decide whether a new client says yes?

In business, people rarely buy only because they know you. They buy because they like you enough to listen and trust you enough to act. Marketing and personal branding usually handle the “know” part. But for a new client, “like” and “trust” are the difference between a meeting that goes nowhere and one that becomes a partnership.

Mini-summary: Awareness opens the door, but likeability and trust move the deal forward.

Many Japanese salespeople are deeply committed to existing clients, but hesitate to do the harder work of creating new ones. Yet every business needs new clients: old clients drop out, growth targets rise, and relying only on current relationships limits scale.

This challenge shows up in both 日本企業 (nihon kigyō = Japanese companies) and 外資系企業 (gaishikei kigyō = multinational/foreign-affiliated companies), especially in competitive hubs like 東京 (Tōkyō = Tokyo).

Mini-summary: Even strong client loyalty can become a growth ceiling unless new client creation becomes a priority.

New clients don’t know you yet. You have a small window to connect before they decide whether you’re worth their attention. In that moment, how you look, how you carry yourself, and what you say all signal whether you are credible, respectful, and valuable.

Executives are also distracted by deadlines, meetings, and internal pressures. Your job is to cut through that mental noise fast.

Mini-summary: First impressions are compressed into minutes, so every detail must support confidence and connection.

Small talk is useful only when it leads the client toward their business reality. Generic compliments often fail because clients have heard them a hundred times. Instead, connect your observation to their world.

Example:
“This is a beautiful office. I imagine everyone is proud to work here. Have you noticed a change in staff morale (モラール morāru = morale) since you moved?”

That kind of question:

• shifts focus away from you

• invites them to talk about what matters

• positions you as someone who thinks business-first

• helps you read their personality and communication style

Mini-summary: Smart small talk turns into meaningful business dialogue and makes you instantly more likeable.

Why should you ask permission before asking questions in Japan?

In Japan, many salespeople avoid asking direct questions because they fear seeming intrusive. The result is often a one-way pitch—then the buyer tears it apart.

Permission-based framing makes questioning safe and respectful. For instance:
“Dale Carnegie is a global corporate training organization specializing in soft skills. We’ve supported companies like XYZ in improving engineers’ presentation impact. Maybe we could do something similar for you. To understand if that’s true, would it be okay if I asked a few questions?”

This approach respects hierarchy and harmony while keeping the conversation productive.

Mini-summary: Permission opens the door to real discovery and prevents the “pitch-and-destroy” pattern.

What kind of questions create trust instead of resistance?

Trust grows when questions show you did your homework and are matching their needs to your solutions. Weak questions like “What do you do?” signal laziness.

Strong questions are specific and strategic, such as:
“Your global president set a growth target of 12%. Is that spread evenly worldwide, or is Japan expected to deliver more?”

A question like this tells the client:

• you understand their context

• you care about their success

• you’re here to solve, not to sell blindly

Mini-summary: Well-designed questions prove competence and intention—two foundations of trust.

Once needs are clear, decide honestly:

• If you can’t help: say so and leave. Don’t force a mismatch.

• If you can help: propose a solution tailored precisely to what they shared.

Clients value integrity. When your solution clearly fits their needs, they feel heard—and trust accelerates.

Mini-summary: Matching (not pushing) is what turns discovery into partnership.

• “Know” gets attention, but likeability and trust win new clients.

• Opening conversations should lead into the client’s business, not generic small talk.

• Permission-based questioning fits the Japanese context and unlocks real needs.

• Trust grows fastest when you match solutions honestly, not force a sale.