1. The Japanese rarely respond to “cold calls” or unsolicited letters. Thus, it is extremely valuable -- in fact, virtually essential -- to approach a Japanese company through the assistance of a Shôkai-Sha,or third-party intermediary. This person should be someone well-known, respected, and trusted by the company with which you desire to do business.
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2. Your pre-departure research should cover three major areas: the company you will be visiting (including its history, products, and finances); the people with whom you will be meeting; and Japanese culture, economy, and business practices. You can be sure your Japanese counterparts are conducting the same research at their end. Your Shôkai-Sha may be able to help you obtain information relating to the first two categories.
3. It is highly recommended that you send a team rather than a sole representative to your meetings in Japan, despite the expense. Your Japanese counterparts will undoubtedly conduct their business with you as a team, and if you try to do it alone you will put yourself at a distinct disadvantage.
4. Pick your team members to match theirs in terms of size, rank, and responsibility. This team should include members of different management levels and at least one senior (over 40) high-ranking person. Do not change your team members from meeting to meeting, because your Japanese counterparts will want to establish long-term relationships and will find such alterations disconcerting.
5. Great care should be given to the preparation of your written and audio-visual materials and any documentation you intend to leave with your Japanese counterparts. Be sure that they reflect Japanese business philosophy (long-term planning; dedication to quality; mutual benefits). All proposals should be substantiated by ample facts and technical information.
6. Business cards (meishi) are essential in Japan, and you will need to bring a large supply. They should be of good quality paper and printing, and, if possible, the reverse side of the card should be a Japanese translation of your business information.
7. Gift giving plays an important role in Japanese business life; it is a way of showing respect and helps to establish a good relationship. By bringing appropriate gifts, you will demonstrate your appreciation of this tradition. First gifts should be symbolic rather than lavish and may include items with your company’s logo or samples of your state’s products.
8. Hire your own interpreter for both business and social gatherings. An interpreter furnished by your Japanese counterparts might shade translations in favor of their point of view. Furthermore, hiring your own interpreter gives you the opportunity to do appropriate pre-meeting preparations and allows you more candor.
9. Make sure you schedule enough time for your meetings in Japan. Japanese managers generally take far longer on certain aspects of the meeting process than Westerners do, and if you try to rush things you may well put yourself at a disadvantage.
10. During your first meeting with the Japanese, do not try to hurry the getting acquainted phase and move too quickly into a serious business discussion. Your Japanese counterparts will want to invest time in getting to know you in order to build trust (Shinyô) and establish a more personal relationship (Ningensei). Therefore, during your first meeting, concentrate on forging a relationship rather than selling a product or service.
11. Status and hierarchy are extremely important to the Japanese. Your team members should learn the hierarchy of your Japanese counterpart team, and treat its members with appropriate deference. Make sure the Japanese team members understand the ranking of everyone on your team.
12. To put the Japanese at ease, observe Japanese meeting protocol. Give and receive business cards with both hands; and treat any that are handed to you with great respect. Seating is never random in Japan, either in business or social situations. Allow your counterparts to direct you to your place.
13. Western businesswomen are somewhat of a rarity in Japan, and within the Japanese corporate structure itself there are relatively few women managers. For a Western woman to function most effectively, her role and authority must be made clear to the Japanese team at the earliest possible opportunity and underscored throughout the meetings.
14. Expect to devote a great deal of time during your meetings to the exchange of information. The Japanese are extremely thorough and will want you to support your presentations with solid facts, which you should be well-prepared to provide.
15. Because the Japanese greatly value group harmony (Wa), make sure during the negotiation and agreement phases of your meetings that your entire team is united behind any proposals or concessions that you make. Also allow the Japanese side ample time to reach an agreement amongst themselves; they will want to build a harmonious consensus (nemawashi) among all their team members, a process which cannot be rushed.
16. Westerners and Japanese often fail at doing business with each other due to communication differences. The Japanese are indirect and use polite, non-confrontational forms of expression; they are put off by the blunt Western “bottom line” approach. Learn to use a more indirect, courteous, non-aggressive style yourself.
17. Avoid the impulse to break the periods of silence that often occur during meetings in Japan. Though they might seem uncomfortably long by Western standards, they are a normal element of Japanese non-verbal communications.
18. It is extremely helpful to become acquainted with the Japanese concepts of Honne (a person’s true feelings) and Tatemae (what the individual or group presents to the outside world; the public stance). By becoming familiar with these concepts, you can understand why the Japanese sometimes appear to be holding two conflicting viewpoints at once. If you can determine the honne as well as the tatemae and work toward resolving the gap between them, you will stand a better chance of reaching a positive outcome to your discussions.
19. Accept any opportunity to socialize with members of the Japanese team. Informal get-togethers are an important component of business life in Japan. These relaxed occasions away from formal meetings will help strengthen your relationships and may give you a chance to learn, off the record, how your meetings are going, and what potential trouble spots you need to address.
20. In Japan, one of the bonds that tie people together in business as well as in personal life is Giri, or mutual obligation. “I owe that man giri” means that you have received a favor from him and are expected to reciprocate in the future. By establishing a connection with your Japanese colleagues based on giri, which is often expressed through the giving of gifts, you will strengthen your relationships and increase their respect for you.