Episode #347: Has Covid Changed The Way We Sell In Japan?

What has changed for sales in Japan after Covid, and why does it matter now?

Buyer anxiety about Covid has faded, and the business landscape in Japan has shifted in a practical way: about 70% of companies are back in the office. This means two things sales professionals haven’t had for years are returning fast—office visits and in-person networking events.

For anyone selling in Japan, access is no longer the bottleneck it was during remote work. The fundamentals of selling didn’t change, but the ability to get in front of decision-makers is improving again. If you wait, competitors will rebuild relationships before you do.

Mini-summary: Post-Covid Japan has reopened critical channels—office access and direct networking—so sales momentum can (and should) restart immediately.

During work-from-home years, reaching buyers through company switchboards often meant hitting a wall. Calls were filtered by junior staff who had little incentive to connect you to senior decision-makers. The “someone will call you back” pattern became a polite dead-end.

Collecting mobile numbers into your CRM was one of the most effective ways to maintain real access to customers when offices were closed. Even now, those direct lines remain valuable because they bypass gatekeeping and speed up response.

Mini-summary: Mobile numbers weren’t just a Covid workaround—they’re still a core access tool for serious B2B selling in Japan.

With more buyers back at their desks, calling has become productive again. But one habit from the Covid era still works well:

• If the system allows it, leave a recorded message.

• Don’t hang up when voicemail answers—make your presence real.

• Then call back until you get through.

A voicemail doesn’t guarantee a callback, but it creates familiarity. When you finally connect, the buyer is already mentally prepared for your conversation.

Mini-summary: Use voicemail strategically and follow up persistently; repeated exposure builds readiness and boosts answer rates.

Why are in-office meetings back—and why are they often better than meeting elsewhere?

Appointments are returning, and meeting buyers in their own office is again realistic. In Japan, an office visit gives you a richer view of their culture, hierarchy, and branding. It also lowers friction for them:

• They feel relaxed in their environment.

• It’s convenient for their schedule.

• They can easily bring in relevant colleagues on the spot.

This setting improves both relationship-building and deal clarity.

Mini-summary: In-office meetings restore cultural context, comfort, and faster stakeholder alignment—especially in Japanese corporate environments.

A powerful reopening question is:
“What has changed for your company since Covid?”

It’s broad but revealing. It quickly shows:

• Whether they’re fully back in-office or hybrid

• How they performed during the pandemic

• What priorities shifted

• Whether old issues still remain unsolved

That one question reopens discovery channels and helps you zero in on new or continuing needs.

Mini-summary: Start with change since Covid; it unlocks context fast and guides your needs analysis.

What new business challenges are Japanese companies facing now?

Many buyers are dealing with post-Covid realities such as:

• Expansion plans paired with hiring difficulty

• Retention problems

• Increased outsourcing needs

• Technology investments to reduce staffing reliance

• Revenue slowdowns after a strong pandemic surge

• HQ-driven cost cuts and hiring freezes tied to global recession pressure

These shifts create fresh demand for solutions that support leadership, sales capability, productivity, and engagement.

Mini-summary: Post-Covid challenges often center on people, growth, and efficiency—creating real openings for consultative selling.

What mindset do sales professionals need to win in this environment?

Don’t say “no” on the buyer’s behalf. A common trap is assuming:

“Everything must have changed, so there’s no point going back.”

Instead, presume that old needs may still be unresolved—and likely have been joined by new ones. Your posture should be:

• Reconnect quickly

• Re-diagnose needs

• Offer help without hesitation

Access barriers are falling, so speed and confidence matter.

Mini-summary: Assume unmet needs still exist, reconnect fast, and sell with positive certainty—not hesitation.

Dale Carnegie Tokyo supports both Japanese companies (日本企業 / Japanese companies) and multinational companies (外資系企業 / multinational companies) with practical, behavior-driven training. Our programs strengthen the human skills that make post-Covid selling succeed:

• Leadership training (リーダーシップ研修 / leadership training) to guide teams through change

• Sales training (営業研修 / sales training) for consultative, trust-based selling

• Presentation training (プレゼンテーション研修 / presentation training) for persuasive client communication

• Executive coaching (エグゼクティブ・コーチング / executive coaching) for senior leaders

• DEI training (DEI研修 / diversity, equity, inclusion training) to build inclusive global cultures

With 100+ years of global expertise and 60+ years in Tokyo (東京 / Tokyo), we help professionals rebuild access, trust, and results in Japan’s evolving business climate.

Mini-summary: Dale Carnegie Tokyo equips leaders and sellers with the people-skills needed to reconnect, diagnose needs, and win in post-Covid Japan.

• Post-Covid office return in Japan has reopened access—so follow-up and re-engagement must happen now.

• Direct contact methods (like mobile numbers and voicemail) remain crucial for reaching decision-makers.

• In-office meetings restore cultural insight and stakeholder speed, improving deal quality.

• A “what changed since Covid?” opener quickly reveals needs and guides consultative selling.

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.