Episode #352: The Arrogance Of The Sales Amateur

Why are post-COVID sales results still lagging for many CEOs?

Post-COVID buyers are more cautious, more informed, and more internally accountable than ever. Yet many CEOs and owner-leaders in Japan are still selling through improvisation — relying on personal style, trial-and-error, and “hope.”

What we often see in Japanese companies (日本企業 / Japanese companies) and multinational firms (外資系企業 / multinational companies) is not a lack of effort, but a lack of sales professionalism. Leaders may be deeply committed to methods that aren’t working because they’ve never been shown a reliable alternative.

Mini-summary: Post-COVID sales failure is usually not about motivation — it’s about missing a professional sales method.

Being helpful is essential — but not in the way many amateur sellers assume. One CEO described “helping” by giving restaurant tips during small talk. In reality, modern buyers don’t purchase out of social obligation. They purchase because your solution clearly helps their business and makes their internal decision easier.

Real sales help looks like:

• clarifying the buyer’s business problem,

• quantifying impact,

• aligning your solution to their internal priorities,

• enabling them to advocate for you internally.

If your buyer can’t explain the business case to colleagues, the deal collapses — no matter how pleasant the meeting felt.

Mini-summary: Help doesn’t mean charming the buyer; it means strengthening their business case.

Are referrals the “best” way to sell in Japan?

Referrals are powerful — but they are only one tool. Another CEO said his company only contacts buyers when a referral exists. That’s a self-limiting strategy, especially in competitive Tokyo (東京 / Tokyo) markets.

Professional sellers also know how to:

• cold-call effectively (without sounding random or pushy),

• use networking events strategically,

• follow up with value and timing,

• handle rejection without losing momentum.

Relying only on referrals is like trying to win a marathon by jogging only downhill.

Mini-summary: Referrals help, but professionals also master cold outreach and event follow-up.

Sales is not “anyone can do it their own way.” It’s a defined professional journey with predictable stages. When a CEO has no methodology, they try something, watch it fail, then feel frustrated and stuck.

A professional sales pathway includes:

1. Opening + small talk to read personality style and set trust.

2. Permission-based questioning, using well-designed questions to uncover fit.

3. Solution presentation that matches what the buyer said they need.

4. Objection handling through curiosity, not argument.

5. Closing + follow-up so the next step is clear and owned.

This isn’t complex — but mastery of each stage separates amateurs from professionals.

Mini-summary: A clear sales methodology prevents random effort and creates repeatable wins.

How does Dale Carnegie Tokyo build professional sales capability?

Dale Carnegie teaches sales as a learnable profession — not a personality trait. Our programs focus on the real-world behaviors CEOs and sales teams need to win post-COVID buyers:

• Structured selling conversations that move buyers forward

• Questioning frameworks to diagnose needs precisely

• Value-based presentations tied to business impact

• Confidence in cold outreach and networking

• Role-plays with coaching to build real skill, not theory

With over 100 years of global expertise and more than 60 years in Tokyo (東京 / Tokyo), we understand the cultural and commercial realities of selling in Japan’s modern B2B environment — across Japanese firms (日本企業 / Japanese companies) and multinationals (外資系企業 / multinational companies).

Mini-summary: We help leaders replace guesswork with skill, structure, and confidence.

• Post-COVID buyers reward professional, structured sales — not improvisation.

• “Being helpful” must support the buyer’s business case, not just rapport.

• Referrals matter, but cold outreach and follow-up are essential professional tools.

• A repeatable sales method is what turns CEOs into consistent revenue leaders.

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.