Episode #191: The Cold Calling Zoom Salesperson- Part One

Why is cold calling still a hot topic for sales in Japan?

Cold calling remains one of the most debated sales skills because it sits right at the edge of rejection, persistence, and opportunity. Even after years of podcasts and social posts on the topic, the same question keeps resurfacing: how do we reach companies that are a perfect match for our solutions when buyers are hard to access?

In Japan, this challenge is amplified by gatekeeping, cautious internal culture, and limited direct-contact transparency. Yet, cold calling still works—if the approach is designed for Japanese business realities.

Mini-summary: Cold calling is controversial because it's hard—but in Japan it’s even harder, making the right method essential.

The pattern is painfully common:

1. You call the company’s general number.

2. The person answering quickly shuts you down.

3. You try again, get the same result, and quit.

Most salespeople stop here. They don’t refine their hook. They don’t adjust for the gatekeeper’s risk-avoidance. They assume failure equals incompetence, then switch to busy work.

But the real issue isn’t the product. It’s the structure of the hook and a lack of resilience under rejection.

Mini-summary: Cold calls fail in Japan mainly because callers give up too early and don’t adapt their hook to gatekeeper psychology.

What makes Japanese gatekeepers so difficult to get past?

In many 日本企業 (Japanese companies), gatekeepers protect buyers because transferring a call feels risky. If they transfer you and you waste the buyer’s time, they may get blamed. So doing nothing is the safest option.

In addition, Japanese firms rarely share:

• Email addresses

• Mobile numbers

• Direct lines

Even if you know the exact name of the buyer. This is not personal rejection; it’s organizational risk management.

Mini-summary: Gatekeepers resist because safety and avoiding mistakes matter more than potential upside.

Your hook must exude value instantly and reduce perceived risk for the gatekeeper.

A Japan-friendly structure could sound like this:

“Hello, this is Greg Story from Dale Carnegie Training. Do you have a moment? Thank you.
The reason for my call is we have a new solution for X which companies in your industry are using with strong results.
By the way, some of your competitors are seeing excellent outcomes from this, so I thought it might be relevant for your company too.
I’m not sure if there’s a match with your current priorities, but I’d like to speak briefly with your head of HR to confirm.
May I ask you to transfer me, please?”

Why this works in Japan:

• Polite opening (礼儀 / reigi: politeness) lowers resistance.

• Clear identity + purpose reduces uncertainty.

• “New” solution taps curiosity (新しい / atarashii: new).

• Competitor reference triggers rivalry awareness.

• Soft language (“maybe”) avoids hard-sell pressure.

Mini-summary: A successful Japanese cold-call hook is polite, competitor-anchored, “new,” and low-pressure.

How low is the transfer rate, even with a great hook?

Even with the best possible approach, transfer rates remain low. Many employees would rather lose a business chance than risk making a mistake. This cultural tendency makes persistence non-negotiable.

The only way cold calling succeeds in Japan is by not quitting. Every call is a numbers game powered by toughness, not luck.

Mini-summary: Expect low transfer rates in Japan; wins come only through consistent persistence.

What should you do once you finally reach the buyer?

Your first objective is a meeting—face-to-face if possible, online if necessary.

If remote selling is required, make the process easy:

• suggest the platform

• send a simple link

• confirm their tech comfort

Buyers may not want to struggle with unfamiliar tools, so reduce friction.

Mini-summary: When you reach the buyer, your job is to secure a meeting and remove all technical hassle.

Use the alternative-of-choice method to guide them toward a yes without forcing it:

• “This week or next week?”

• “Tuesday or Thursday?”

• “Morning or afternoon?”

• “10:00am okay?”

Then confirm smoothly:

“Great. I look forward to meeting you next Friday at 10:00am on Zoom.
By the way, does your company allow Zoom? If not, how about WebEx?
What’s the best email address to send the link to?”

This works because Japanese buyers prefer clarity, structure, and low-risk decisions.

Mini-summary: Alternative-of-choice scheduling keeps momentum while respecting Japanese decision comfort.

• Cold calling in Japan works only when the hook is designed for gatekeepers’ risk avoidance.

• Emphasize new value, competitor success, and soft language like “maybe.”

• Expect low transfer rates in 日本企業 (Japanese companies) and persist anyway.

• Secure meetings using alternative-of-choice to make “yes” the easy path.

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.