Episode #243: We Need More Formality On Line When Selling To Japanese Buyers

Selling face-to-face to a Japanese buyer and selling to that same buyer online are completely different games. Many salespeople think they’re adapting — but COVID exposed skill gaps that were easy to hide in in-person meetings. And with hybrid work becoming permanent, virtual selling isn’t going away. If your sales team wants to keep winning in Japan, online sales capability must become a core skill, not a temporary fix.

Because the cues and control you rely on in person shrink online. In a physical meeting, you read micro-signals, pace the conversation, and the buyer can’t multitask. Online, attention is fragile, trust is harder to build, and small delivery mistakes get amplified. Japanese buyers also value clarity, preparation, and professionalism — so any “rough edges” in your virtual presence weaken credibility fast.

Mini-summary: Virtual sales in Japan requires different behaviors, not just the same behaviors on Zoom.

Online, posture equals credibility. Sit or stand tall and formal, projecting confidence, competence, trust, and reliability. Even subtle slouching can read as casual or unprepared — which is risky with Japanese buyers who expect respect and seriousness.

Do this:

• Sit upright, shoulders open, chest lifted.

• If seated, sit slightly forward, engaged like you would be in person.

• If standing, stand tall and still.

Mini-summary: Your posture is your first “credibility statement” before you speak.

How should camera framing and gestures change for online sales calls?

Camera setup is not a tech detail — it’s a trust detail.

Camera rules:

• Lens at eye height.

• Frame your upper body (head to mid-torso) so gestures are visible.

• Keep lighting clean and face clearly lit.

Gesture rules:

• Use gestures in the corridor between chest and ear height.

• Move hands slowly and hold gestures longer than usual so they register clearly.

• Avoid rapid waving — virtual backgrounds and cameras distort fast motion.

Mini-summary: Frame like a professional presenter and gesture deliberately to increase clarity and engagement.

Where should you look to build trust with Japanese prospects online?

Looking at the screen feels natural — but it looks like you’re gazing downward. That weakens rapport.

Instead:

• Look directly into the camera lens while speaking.

• Use the buyer’s face on screen for listening and reacting.

• Treat camera eye contact like in-person eye contact.

Mini-summary: Camera-eye contact is the online version of “respectful presence.”

How should your voice and speaking pace change online?

Video platforms flatten energy and distort sound. If you speak the same way you do in person, you’ll sound softer and less convincing.

Upgrade your voice:

• Raise energy by about 20%.

• Emphasize key words more strongly.

• Slow down your pace.

• Add purposeful pauses so ideas land.

• Eliminate filler sounds (“um,” “ah”) through rehearsal.

Mini-summary: Stronger, slower, cleaner delivery protects meaning and authority online.

Start with a concise credibility statement — a short, confident USP (unique selling proposition). Then show proof visually with screen share.

Example: if longevity is your USP, show a timeline or powerful historic images rather than only stating dates. Visual proof builds trust faster online.

Next, share a draft agenda:

• Current situation

• Desired future situation

• Barriers/challenges

• Outcomes they want

Invite them to add points, and type additions live so the buyer feels ownership.

Mini-summary: Lead with proof, then co-create an agenda to anchor authority and partnership.

How do you keep Japanese buyers engaged when they might multitask?

Multitasking is the hidden enemy of virtual sales. You need polite firmness.

Set expectations early:

• Request cameras on:
  “Mutual trust matters in business, so let’s both keep cameras on today.”

• Check understanding frequently.

• Ask direct, thoughtful questions that require response.

If a prospect refuses to turn their camera on, consider whether they’re truly committed — and whether your time is better spent elsewhere.

Mini-summary: Engagement must be designed online, not assumed.

Japanese buyers are highly data-oriented — often called a “data vortex.” Provide rich, structured information. You can’t give too much.

Key rule: don’t send the proposal first.

• Book the next meeting immediately.

• Walk them through the proposal using screen share.

• Send the document after the walkthrough.

This lets you control understanding, connect price to value, and prevent premature misinterpretation.

Mini-summary: In Japan, thorough follow-up plus guided understanding wins trust and approvals.

• Virtual sales skills are now permanent essentials in Japan’s hybrid business reality.

• Posture, camera framing, eye contact, gestures, and voice carry your credibility online.

• Lead with a clear USP and visual proof, then co-own the agenda with the buyer.

• Prevent multitasking by setting camera expectations and checking understanding.

• Follow up with abundant data and always review proposals live before sending.

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.