Episode #146: Stop Killing Your Sales
Sales Training in Japan — Why Language and Precision Matter
Why Do Words Matter So Much in Sales Today?
What we say — and how we say it — can make or break a deal. In today’s competitive business environment, especially in Japan, effective sales communication is not about charm or volume. The era of the fast-talking, Hollywood-style salesperson is long gone. Modern sales professionals must be articulate but not glib, concise not flowery, and evidence-based rather than emotional.
In Japan, however, developing truly effective salespeople is uniquely challenging. Many rely heavily on On-the-Job Training (OJT), which works for technical topics but fails to teach the broader art of persuasive selling.
In short: Success in sales depends on mastering both language and mindset.
Why Does Sales Training Need to Be in the Client’s Language?
Sales training delivered in English often fails when the clients are Japanese. Communication in Japan is culturally and linguistically nuanced — you cannot teach this effectively in a foreign language. Yet, many global corporations send English-speaking instructors from regional hubs like Singapore or Hong Kong to deliver “universal” sales training. The result? Miscommunication, poor comprehension, and no lasting impact.
Japanese clients expect salespeople to express themselves precisely, respectfully, and naturally in their native language. Sales success in Japan begins with training in Japanese — not translation, but transformation.
Summary: Train your people in the language your clients actually think and decide in.
What Are the Common Mistakes in Sales Communication?
One of the biggest sales failures comes from lack of preparation. Without understanding the client’s industry challenges, sales conversations become vague and unfocused. To avoid this, sales professionals should conduct a mini-SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) before meeting the client. This builds credibility and ensures discussions target real business needs.
Equally important is word choice. Many salespeople use “blocker words” like “sort of,” “kinda,” or “about.” These weaken authority and reduce trust. Clients want confidence and clarity. Speak with certainty — avoid ambiguity.
Summary: Preparation and disciplined language build credibility and trust.
Which Words Should You Avoid — and What to Say Instead?
Certain words immediately trigger negative emotions. For example:
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❌ “Price” or “Cost” → Suggest loss of money
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✅ “Value” or “Investment” → Emphasize returns and growth
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❌ “Contract” → Feels restrictive
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✅ “Agreement” → Feels cooperative
Such simple semantic shifts change how clients perceive your offer. The goal is not manipulation — it’s alignment with how people naturally process meaning.
Summary: The right words shape the right mindset.
Why Being Concise Is the Ultimate Sales Skill
Salespeople often love to talk — too much. Yet, excessive words dilute impact. The best communicators speak less but say more. Every sentence should build trust, demonstrate value, or provide evidence. Anything else distracts the buyer and weakens persuasion.
Summary: Brevity is credibility.
Key Takeaways
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Train salespeople in the client’s language for maximum impact.
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Eliminate vague or filler words that reduce authority.
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Use positive, value-driven language instead of cost-based terms.
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Keep sales communication concise, evidence-based, and trustworthy.
About Dale Carnegie Tokyo Japan
Founded in the U.S. in 1912, Dale Carnegie Training has empowered professionals worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI.
Our Tokyo office, established in 1963, continues to transform communication and sales performance for both 日本企業 (Japanese companies) and 外資系企業 (multinational corporations) through culturally fluent, results-driven training.