Selling in Japan During the Pandemic — Building Credibility and Winning Online Clients
Why has the pandemic made sales so difficult in Japan?
COVID-19 and its variants disrupted in-person sales. Lockdowns, fear, and remote work made client visits rare. Without body language, nuance is lost on screen. Salespeople now need new communication skills to succeed in a virtual-first environment.
Mini-summary: Remote sales is the new norm; nuanced communication skills are essential.
How should salespeople start online conversations with new Japanese clients?
April job rotations often mean meeting new client contacts. Jumping straight into a product demo online is a mistake. Instead, salespeople must:
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Introduce themselves and their firm with credibility
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Tell a short client success story
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Ask permission to explore needs
Mini-summary: Credibility + story + permission is the winning online opening formula.
What’s the best way to build credibility quickly online?
A concise, 40-second credibility statement should include:
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Global expertise and longevity (Dale Carnegie, founded in 1912)
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Proof of value (90% of Fortune 500 companies as clients)
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Local adaptation (Tokyo office since 1963, 80% of delivery in Japanese)
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Personal connection (the salesperson’s tenure and experience)
This reassures Japanese buyers: “Nobody gets fired for choosing Dale Carnegie.”
Mini-summary: Credibility must be proven fast with global + local authority.
How should salespeople use client stories effectively?
The story should be:
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Short and role-relevant (similar to the buyer’s position)
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Focused on the pain point and its impact
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Briefly explaining the solution
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Emphasizing perceived value through client feedback
Stories should reassure buyers that the salesperson understands their world and delivers results.
Mini-summary: Client stories act as proof of empathy and success.
What’s the key transition to uncover client needs?
After credibility and storytelling, ask:
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“Maybe we could do the same for you. I am not sure, but in order to find out, may I ask a few questions?”
Then remain completely silent. Once the buyer grants permission, the salesperson can explore needs deeply.
Mini-summary: Silence after the key question opens the door to confidential client insights.
What’s the risk of chasing “bad business” during the pandemic?
Tough times tempt salespeople to force-fit solutions. But in Japan, forcing mismatches damages both personal and corporate brands. The priority should be to target clients with real problems that align with your expertise.
Mini-summary: Never sacrifice brand reputation for short-term deals.
Key Takeaways for Executives
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Virtual selling requires credibility, storytelling, and question-based discovery.
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A powerful 40-second credibility statement sets trust quickly.
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Client success stories demonstrate empathy and reliability.
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Silence after the “permission question” earns buyer openness.
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Avoid “bad business” — reputation outweighs quick revenue.
About Dale Carnegie Tokyo
Request a Free Consultation to explore how Dale Carnegie Tokyo can equip your sales team with the credibility, storytelling, and questioning skills to win Japanese clients online.
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 empower