Episode #139: Keep Selling After The Sale

After the sales agreement is signed, the real value of the relationship is tested: delivery. In many Japanese companies (日本企業 / Japanese companies) and multinational firms (外資系企業 / multinational companies) operating in Tokyo (東京 / Tokyo), the post-delivery phase is where trust is either cemented or quietly lost.

Salespeople often rush to the next opportunity the moment a deal is closed, but in Japan, that is a costly mistake. The moment after delivery is your best chance to protect the supply chain, deepen loyalty, and uncover new revenue.

Mini-summary: Closing the deal isn’t the finish line. In Japan, post-delivery follow-up is where repeat business and trust are won.

Because delivery is the moment when expectations meet reality. If you are not present, you lose your ability to:

• Confirm the product/service arrived as promised

• Detect problems early

• Capture real satisfaction levels

• Open the door to reorder, upsell, or cross-sell conversations

In fast-moving Japan-based supply chains, delays or quality issues ripple quickly. Storage is expensive, inventory is lean, and buyers rely on punctual “top-ups” to satisfy their own customers. If something goes wrong and you are not immediately engaged, you risk damaging the buyer’s credibility—and your future business.

Mini-summary: Seeing the buyer after delivery protects trust, fixes issues fast, and keeps you in the relationship.

What happens if you don’t follow up after delivery?

Salespeople typically move on because schedules fill up, commissions are earned, and new leads demand attention. But failing to re-enter the buyer’s calendar leads to:

• Small problems becoming major reputational damage

• A weakened supply chain relationship

• Missed opportunities for additional products/services

• Lost referral chances while goodwill is high

In Japan, buyers are cautious and test sellers through small initial orders. If you disappear after delivery, you fail that test—silently.

Mini-summary: No follow-up means small issues grow, trust declines, and growth opportunities vanish.

What should you check during a post-delivery meeting?

You want to confirm two things:

1. Quality and fit: Was the product/service delivered in the format, standard, and performance level the buyer expected?

2. Satisfaction reality: Are they as satisfied as you believed they would be?

If the delivery matches what you promised, you now have proof of credibility. That’s your green light to talk about deeper partnership.

Mini-summary: Verify delivery quality and satisfaction early so you can fix, reinforce, and grow.

Japan’s buyers are risk-averse and test vendors step-by-step. A typical pattern looks like this:

• First order = small test

• If service is reliable, next order is larger

• This repeats until you become a trusted partner

Buyers also often hold back future needs until trust is proven. If you are in the room after delivery, you get the chance to discover those needs.

Mini-summary: Japan rewards consistent reliability. Follow-up lets you pass tests and unlock hidden demand.

How do you identify cross-sell and upsell opportunities systematically?

Use the account development matrix from sales training:

• Columns (across the bottom): each client

• Rows (down the left): every product/service you offer

• Mark:

  • A = currently supplied

  • B = high probability / strong interest

  • C = low probability

This matrix reveals the “invisible” opportunities you miss when you stay stuck selling only one or two items to a buyer.

Mini-summary: The matrix turns vague possibilities into a clear, visual plan for expansion.

What’s the simplest way to ask for more business?

Right after a successful delivery—when satisfaction is high—use a respectful, direct question:

“I’m very pleased to hear you’re happy with our service. May I ask if there are other needs you currently have where we may be able to assist you?”

The key is timing: asking while goodwill is fresh dramatically increases openness.

Mini-summary: Ask for more business immediately after success, while enthusiasm is still high.

How should you ask for referrals without making it awkward?

Avoid broad questions like:

“Do you know anyone…?”

That forces the buyer to search their entire universe of contacts. Instead, narrow the field to something vivid and specific:

“Thinking of your golf group, can you think of someone who would also benefit from the solution you’re enjoying today?”

Specific prompts trigger faster recall and higher referral rates.

Mini-summary: Narrow referral questions to a clear group so buyers can answer easily.

• Post-delivery follow-up is essential for trust and repeat revenue in Japan.

• Immediate feedback prevents small issues from damaging the supply chain.

• A client-product matrix exposes real cross-sell and upsell opportunities.

• Specific, narrow referral questions outperform broad ones.

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.