Episode #163: Why "Okay, Send Me Your Proposal" Is A Bad Idea In Japan

Why does “Please send a proposal” in Japan not always mean yes?

In Japan, reaching the proposal stage is often treated as real progress. It can signal interest — but it can also be a polite way of saying “no.” Japanese business culture strongly avoids direct refusal, so buyers may use indirect language to maintain harmony and respect. This means sales professionals must treat a proposal request as a signal to verify, not a final confirmation.

Mini-summary: In Japan, a proposal request shows possible interest, but you must confirm whether it’s genuine or a polite decline.

A reliable way to test seriousness is to respond like this:
“Yes, I can share a proposal. And while we’re together, I can also explain pricing so we can confirm budget fit early.”

This approach works because it gently surfaces budget reality before you spend hours building a proposal. Most solutions have predictable scope, so you should usually be able to give at least a range on the spot. If budget is a mismatch, it will come out naturally here.

Mini-summary: Offer to explain pricing immediately; if they react positively, the request is more likely real.

Even if you discuss price, don’t expect an immediate yes or no. Japanese buyers typically need internal alignment and consensus (often from stakeholders not in the room). So the goal isn’t instant agreement — it’s to understand whether you’re still a serious contender.

Watch their body language carefully once pricing comes up. Interest, tension, avoidance, or sudden vagueness often reveal more than words.

Mini-summary: Price talk won’t close the deal on the spot in Japan, but it clearly shows whether you’re still in the race.

Two cultural concepts shape how Japanese buyers communicate:

• Tatemae (建前 / “public truth”): the socially appropriate face people show.

• Honne (本音 / “real truth”): what they genuinely think or feel.

Western sellers sometimes feel tatemae is dishonest. But it’s better understood as a social tool for maintaining harmony. And honestly, every society does this in different ways — we just label it differently.

Example: if someone asks how they look after trying to lose weight, most people respond kindly even if the truth is awkward. That’s “tatemae under another flag.”

Mini-summary: Tatemae (public truth) and honne (real truth) explain why buyers may request proposals even when leaning no.

Should you still create a proposal in Japan?

Yes — you should make the proposal. The buyer may genuinely need a written document to share internally. Even if they aren’t sure yet, the proposal can help them build support.

But here’s the key: never just “send” it whenever possible.

Mini-summary: Create the proposal, but don’t treat emailing it as the default next step.

Why should you present proposals in person instead of emailing them?

If you email the proposal, it arrives alone and undefended. The buyer typically flips straight to the price first. A big number seen without context can poison the decision before they understand value.

Presenting in person lets you:

• guide them through the value story first,

• confirm you captured their needs correctly,

• clarify misunderstandings live,

• control pacing so the pricing lands with context.

Many proposals fail not because the offer is wrong, but because the meaning was misunderstood. Your physical presence protects the value narrative.

Mini-summary: Presenting proposals live prevents misreading and ensures the price is understood inside a value framework.

What’s the best practice takeaway for sales in Japan?

You can’t avoid giving a proposal — but you can avoid letting it speak for you without support.

Make the proposal. Always take it. Don’t send it.

That habit alone will improve close rates and reduce wasted time on “polite no” deals.

Mini-summary: In Japan, proposals should be delivered in person to maximize clarity, value control, and deal momentum.

• A proposal request in Japan can mean interest or a polite refusal — verify before investing time.

• Offer pricing early to test budget seriousness without confrontation.

• Expect consensus-building; use body language to gauge real momentum.

• Always present proposals in person so value is understood before price.

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.