Episode #370: The Real Know, Like And Trust In Sales In Japan - Part Two -LIKE

Why does being liked matter in sales—do buyers really need to like us?

Buyers don’t always need to like a salesperson to purchase, but likability lowers resistance and raises openness. Think about your own behavior as a buyer: you naturally prefer working with someone you enjoy dealing with. When clients feel comfortable with you, they share more, trust faster, and stay longer—creating relationships that can last a lifetime.

Mini-summary: Likability isn’t a bonus; it’s a multiplier. It makes sales easier, faster, and more sustainable.

We tend to like people who feel similar to us—shared interests, similar communication styles, and easy conversation. The challenge is that most clients aren’t just like us. If we only sell comfortably to people in our own style, we miss a huge part of the market.

The solution is learning to recognize a buyer’s personality style quickly and then adapting how you communicate—without changing who you are.

Mini-summary: People like those who feel “familiar.” Your job is to create that familiarity across styles.

You can map buyers using two simple scales:

1. Assertiveness (horizontal scale)

   • High assertiveness → right side.

   • Low assertiveness → left side.
     Assertive people state opinions strongly and quickly. Less assertive people are more reserved and cautious.

2. Orientation (vertical scale)

   • Results/outcome driven → bottom.

   • People/relationship driven → top.
     Results-oriented buyers talk about KPIs, ROI, targets, and goals. People-oriented buyers talk about culture, teamwork, and relationships.

This creates a four-quadrant model:

• Amiable (top left)

• Driver (bottom right)

• Analytical (bottom left)

• Expressive (top right)

Mini-summary: Spot assertiveness and orientation, and you’ll know the style you’re dealing with.

Amiables are less assertive and highly people-oriented.
They care most about harmony, teamwork, and how decisions affect people.

How to adapt:

• Slow your pace.

• Lower voice strength and physical intensity.

• Talk about positive impact on their people.

• Be warm, friendly, and patient.

• Encourage them to talk a lot.

• Offer sincere appreciation with real proof (no flattery).

What to avoid:

• Cutting them off.

• Rushing to outcomes too fast.

• Dominating the conversation.

Mini-summary: With Amiables, comfort and trust come first. Show care for people, not pressure for speed.

Drivers are highly assertive and results-oriented.
They want efficiency, clarity, and measurable outcomes. “Time is money” is their operating system.

How to adapt:

• Be direct, confident, and concise.

• Start with outcomes immediately.

• Give three clear reasons they should buy.

• Focus on measurable results.

• Keep energy strong and business-focused.

• Respect their time.

What to avoid:

• Small talk or long relationship-building upfront.

• Extra detail that dilutes your point.

• Criticizing competitors, government, or even the weather.

• Over-complimenting (they dismiss it).

Mini-summary: Drivers like speed and results. Get to the point, prove value, and leave them feeling in control.

Analyticals are low-assertive and results-focused through logic and proof.
They’re careful, quiet, and data-driven.

How to adapt:

• Reduce sales “spark.” Be calm.

• Mirror their steady body language.

• Speak softly and precisely.

• Bring data, evidence, testimonials, and numbers.

• Be ready for detailed questions.

What to avoid:

• High-energy persuasion.

• Vague claims or emotional pitching.

• Flattery (they don’t care what you think).

Mini-summary: Analyticals trust facts, not charm. Bring proof and patience.

Expressives are assertive, people-oriented, and big-picture thinkers.
They like ideas, energy, and conversation—especially about themselves.

How to adapt:

• Match their energy and enthusiasm.

• Stay big-picture; avoid drowning them in detail.

• Smile, engage, and let them talk.

• Offer sincere appreciation (not flattery).

• Make them feel important and involved.

What to avoid:

• Overloading with technical depth.

• Dry, emotionless delivery.

• Anything that feels fake.

Mini-summary: Expressives buy into vision and enthusiasm. Keep it lively, human, and future-focused.

No. You don’t become a different person—you simply become bilingual in communication. Great salespeople keep their core identity but adjust their delivery to fit the buyer’s preferred style.

This isn’t deceit. It’s professional adaptability: same solution, different explanation.

Mini-summary: Stay yourself, but learn to speak the buyer’s language.

In Japan (日本 / Japan), buyers often value trust, harmony, and context—yet personality styles still vary widely across Japanese companies (日本企業 / Japanese companies) and multinational firms (外資系企業 / foreign-affiliated companies). When you adapt to style, you reduce friction and increase comfort, making it easier to build lasting relationships in Tokyo (東京 / Tokyo) and beyond.

Mini-summary: Style flexibility helps you connect across cultures and corporate types, especially in Japan.

• Likability accelerates trust and improves long-term client relationships.

• Buyers fall into four common styles: Amiable, Driver, Analytical, Expressive.

• Identify style through assertiveness and people-vs-results orientation.

• Adapt your communication style without changing your core identity.