Episode #322: No Cushion, No Sale In Japan

Even experienced sellers can lose momentum the moment a buyer says, “Your price is too high.” Instead of staying curious, many of us react emotionally—defending value, arguing, or discounting too fast. This pattern is common across 日本企業 (Japanese companies) and 外資系企業 (multinational companies) alike, especially in competitive Tokyo markets where budgets are tight and trust must be earned.

Mini-summary: Price objections trigger emotion first. Without a process, even seasoned sellers default to defense or discounting.

A cushion is a short, neutral statement that neither agrees nor disagrees with the client. It is used right after a pushback or objection—especially around pricing—after you’ve already explored:

• where the client is now

• where they want to be

• why they’re not there yet

• and how your solution might close that gap

This is the exact moment objections appear, and it’s where sales conversations often derail.

Example:
Client: “Your price is too high.”
Seller (cushion): “Budgeting is certainly an important element of every business.”

That sentence does one thing: it creates space. It prevents you from reacting too early and helps you respond strategically.

Mini-summary: A cushion is a neutral “circuit breaker” used right when objections surface to keep the deal on track.

Why do price objections trigger bad sales behavior?

Humans are emotional. When we hear “too expensive,” our brains release stress chemicals and shift into fight mode. We can’t stop that chemical surge, but we can control what we do next.

Common unhelpful reactions include:

• justifying the price by overexplaining value

• pushing harder to “win” the argument

• trying to force agreement

• discounting before understanding the real issue

Buyers respond defensively to pressure. They “go into a bunker,” resisting until the seller drops price. What feels like persuasion to us often feels like assault to them.

Mini-summary: Price objections cause emotional “fight mode,” leading to over-justifying, arguing, and unnecessary discounting.

The cushion interrupts the emotional impulse to argue. Once you cushion, you ask one gentle, powerful question:

“May I ask you why you say that?”

Then you stop talking.

Now the buyer must explain their reasoning, not just throw a reflex objection. This shift gives you real information and more ways to respond without discounting.

Instead of reacting emotionally, you respond thoughtfully.

Mini-summary: Cushion + “why?” turns the objection into a discovery moment, creating options beyond discounting.

Many objections aren’t the real issue—especially “price is too high.” Buyers may be thinking something else, like:

• uncertainty about outcomes

• lack of internal support

• timing risk

• comparison to another vendor

• unclear priorities

So even a perfect answer to the stated objection might not close the deal.

That’s why after their first explanation you continue probing:

“In addition to [that], are there any other concerns?”

Repeat until everything is on the table (usually 2–4 concerns). Then ask:

“Which of these is most concerning for you?”

Answer the real objection first.

Mini-summary: Cushions help you uncover hidden objections so you solve the right problem, not just the loudest one.

In Tokyo’s business environment, strong relationships and thoughtful dialogue matter as much as product fit. In 営業研修 (sales training), top performers learn to slow down at the moment of tension, keep the conversation respectful, and ask better questions. The cushion method supports that cultural and commercial reality—helping sellers stay calm, curious, and credible.

At Dale Carnegie Tokyo, we teach this as part of objection-handling and consultative selling skills inside our global 営業研修 (sales training) and プレゼンテーション研修 (presentation training).

Mini-summary: In Japan, calm curiosity builds trust. Cushions fit naturally into high-quality consultative sales.

• A cushion is a neutral statement that prevents emotional reactions to objections.

• Used well, it helps you uncover the real reasons behind price pushback.

• The follow-up question “Why do you say that?” turns resistance into discovery.

• You increase deal-win chances without discounting by answering the true concern.

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.