Episode #208: Virtual Selling - Handling Objections

Many buyers in Japan are under intense pressure right now. Whole industries are struggling, budgets are tight, and decision-makers are cautious. In this environment, the aggressive “push-back harder” style often seen in the U.S. doesn’t work — and in Japan it can damage trust fast. What does work is a mindset shift: treat objections as progress, respond with calm structure, and re-center everything on value.

Because objections mean the buyer is still engaged.
If a buyer says nothing, they may already have decided “no,” but don’t want conflict or discomfort. In Japan, avoiding friction is common, especially when the seller seems pushy. So a voiced objection is actually good news: it shows the door is still open.

Mini-summary: In Japan’s current market, an objection is a sign of engagement, not rejection.

In Japan, trust and harmony matter as much as logic.
If you respond to a “no” with higher energy or force, buyers often dig in and stop listening. They may feel pressured, lose face, or worry about being trapped in disagreement. That social tension can end the deal quietly.

Instead, aim to earn the chance to be heard. Calm confidence beats confrontation.

Mini-summary: When buyers feel pressured, they withdraw; when they feel respected, they stay present.

Almost never. A “no” is usually conditional:

• Not now in this market

• Not in this budget cycle

• Not for this offer

• Not with this timing or risk level

A “no” signals that we didn’t fully connect value to their priorities yet. We chose a solution believing it matched their issue — so an objection is feedback about where alignment is still unclear.

Mini-summary: A “no” is rarely permanent; it’s information about timing, fit, or perceived value.

Use this sequence, in order:

1. Listen (傾聴 / attentive listening)

2. Cushion (クッション / softening bridge)

3. Question (質問 / clarification)

4. Provide evidence of value (価値の証拠 / value proof)

5. Evaluate reaction (反応確認 / reaction check)

This structure prevents emotional escalation and keeps the conversation collaborative.

Mini-summary: A consistent 5-step flow keeps buyers calm and lets value land.

How do top salespeople really listen (本当に聴く / truly listen)?

Listening is harder than it looks. Many sellers fall into:

• Pretend listening: your brain is preparing your response, not hearing them.

• Selective listening: you catch keywords and jump to your solution.

To succeed in Japan, move up the scale to attentive and proactive listening, including what isn’t being said. Silence, hesitation, or indirect wording often carry the real message.

Mini-summary: Real listening means suspending your “seller brain” and staying with the buyer’s meaning.

What is a cushion (クッション / cushion), and why does it work?

A cushion is a mental breaker switch between the objection and your response.
It lowers the buyer’s guard so they can hear your thinking.

Example:
Buyer: “Your price is too high.”
You: “Yes, you’re right. It’s important to protect the company’s financial health when making decisions.”

That “yes, you’re right” removes resistance. In Japan, this respectful agreement is especially powerful because it signals: we won’t argue with you.

Mini-summary: Cushions reduce tension and reopen the buyer’s mind.

What should you ask after cushioning (クッションの後の質問 / questions after cushioning)?

Ask softly for clarification:

“May I ask why you feel the price is too high?”

You’re not seeking the headline; you’re seeking the full story.
Often the real issue isn’t the price number — it may be payment timing, internal approval, risk, or uncertainty about outcomes. Without asking, you can’t solve the right problem.

Mini-summary: Clarifying questions uncover the real objection behind the surface one.

How do you present value evidence (価値の証拠 / value proof) without sounding pushy?

At the objection stage, you finally know what matters most to them.
Now you can aim your evidence precisely at their concern — not a generic pitch.

• Tie outcomes to their business reality (現実 / reality).

• Show cause-and-effect.

• Keep tone calm and factual.

Mini-summary: Objections help you focus your value proof exactly where the buyer cares.

How do you confirm you’ve handled the objection correctly (反応確認 / confirming reaction)?

Ask for evaluation and stop talking:

“How does that sound?”

Then be silent.
No extra explaining. No re-wording. No nervous drifting. Just a relaxed smile and space for them to respond.

This is where you learn the final missing piece — and where deals are won or lost.

Mini-summary: Ask, then let silence do the work; the buyer’s response tells you what’s next.

• Objections are progress; silence is risk.

• Aggressive rebuttals reduce trust in Japan.

• Follow the 5-step structure: listen → cushion → question → value proof → reaction check.

• Silence after “How does that sound?” often reveals the real decision 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 (日本企業 / Japanese companies) and multinational (外資系企業 / multinational companies) corporate clients ever since.