Episode 371: Why Clients In Japan Rarely Call Back And What Salespeople Can Do About It

Let’s talk about one of the biggest frustrations in sales today—getting clients to actually call us back. In Japan especially, trying to reach anyone by phone can feel like chasing a ghost. You finally dial through, and who picks up? Usually the lowest ranked staff, the so-called “first impression” makers. Trouble is, they are rarely trained on how to represent the company properly. Instead of being welcoming, they sound brisk, guarded, even suspicious—like their main mission is to protect their bosses from anyone outside, especially salespeople.
Now here is the kicker. These are the very people shaping the company’s first impression to the outside world. Call into your own office and test it. Chances are you will hear the same thing. If so, maybe it’s time to rethink the image you are projecting.
And here’s another twist. In Japan’s risk-averse business culture, staff on the phones almost never say their name. They don’t want any risk that their words might come back to haunt them. So the tone becomes defensive, cautious, sometimes downright cold. Instead of “thank you for calling, we’re delighted to hear from you,” you get suspicion and distance.
What happens when the person you want to reach isn’t available? Rarely do you hear: “Would you like them to return your call?” More often, you just get: “They’re not at their desk.” And that’s it—full stop. The expectation is you’ll go away quietly.
But here’s a small trick I’ve used. Stay silent for a few seconds after they tell you the person isn’t there. Many times, in their confusion, they blurt out, “Shall I take a message?” Bingo—finally you can leave your details. Of course, whether that message ever reaches the intended person is another story. The number of call backs? Let’s just say slim to none.
Why don’t they call back? Welcome to the Age of Distraction. Our clients are drowning in meetings, emails, and digital noise. Technology promised us instant connection 24/7, but really all it has done is stuff every waking minute with tasks. You see people gliding from meeting to meeting, laptops half open like oyster shells, migrating from one conference room to another.
By the time they return to their desk, their inbox is overflowing. Somewhere, maybe under a pile of papers, is that tiny scrap of notepaper with your name and phone number. To them, it looks more like litter than a lead.
This is why sales can feel like trying to climb a glass wall—slippery and thankless. But here’s the mindset shift: never take the lack of a call back personally. Do not psychoanalyse it. You simply don’t know what’s going on for them. Your job is not to sulk, your job is to keep making contact.
So what do we do? We persist. If your call lands on voicemail, leave a message. If the gatekeeper answers again, leave another one. Then follow up with email. Send snail mail if you must. Drop by their office—if security will even let you in without a prearranged entry pass. Whatever the method, keep showing up.
And when you finally do get them live on the line, here’s the golden rule: never complain. Don’t say, “I’ve been trying to reach you forever,” or “you never return my calls.” That may be how you feel, but it does nothing to move the relationship forward. Courtesy has changed in this era. Call backs are no longer common courtesy. Times have shifted, and we need to adjust.
One of my friends, running a big multinational here, told me his younger Japanese staff actively avoid the phone. They just don’t want to answer it at all. That’s the new age. So as sales professionals, it is on us to carry the responsibility for making contact—not on them.
But what if the client flips it and says, “You keep calling too much”? This is where you need to stay calm. Don’t get defensive or annoyed. Instead, apologise in a lighthearted way. Try this: “You know, you are right—I have been calling a lot, haven’t I?” Then immediately add: “The reason is, what we have is so valuable, I’d be neglecting my duty if I didn’t at least make you aware. Whether you decide to act on it or not—that’s entirely your call. My role is simply to help you expand your business, if it makes sense.”
That kind of positioning makes you sound professional, not desperate. It reminds them your role is about value creation, not pestering.
Also, gently remind them that they themselves probably expect their own sales force to be persistent when following up with clients. Do they want their salespeople to give up at the first “no” or lack of a response? Of course not. And deep down, they respect your tenacity, even if they never say it out loud.
In the end, persistence wins. Be professional, be patient, be brave. It’s not about your ego—it’s about doing right by the client. When you keep showing up with value, eventually the wall cracks. That’s how business relationships grow in Japan, even when clients never seem to call you back.
✅ Key Takeaway: Clients not calling back is not a rejection. It’s a signal to persist with patience, professionalism, and a mindset of service.