Welcome to Episode 3 of the Asia AIM podcast. Doing business in Japan is unlike anywhere else in the world; if you want to succeed, relationships are crucial. Today, Robert Heldt is joined by Dr. Greg Story, author of Japan Sales Mastery, to uncover why trust and long-term partnerships are vital for Japan’s B2B market. From illustrating and explaining kokorogamae (true intention), to mastering nemawashi (the careful groundwork behind every deal), this episode reveals how patience, detailed preparation and speed of response can transform a “maybe” into a “yes.”

TIMESTAMPS:

• (03:45) Relationship building and trust are key in Japan’s B2B sales due to risk aversion
• (05:13) Describes kokorogamae (true intention) and nemawashi (groundwork) as critical for every deal
• (11:45) Japanese buyers demand detailed materials and require speedy replies to maintain trust
• (17:06) Patience in slow consensus-driven sales and how to overcome risk aversion
• (23:57) Explains challenges in obtaining testimonials and referrals
• (27:55) Preserving long-term partnerships and common mistakes foreign companies make
• (36:20) Quick round: Japanese insights, the buyer is king and resource recommendations

KEY TAKEAWAYS:

• Relationship building is critical in Japan’s B2B sales as Japanese buyers prioritize trust over immediate offers.
• Kokorogamae sets the foundation for genuine long-term partnerships since it demonstrates you prioritize clients’ success.
• Nemawashi involves working with a champion to navigate internal stakeholders and build consensus-driven decisions.
• Detailed materials and speedy replies address Japan’s risk aversion, providing confidence to buyers.
• Patience is key in Japan’s lengthy sales cycles, but fast execution follows once trust is established.

BIOGRAPHIES:

Robert Heldt – CEO & Co-Founder of AIM B2B, with more than 20 years in Japanese marketing and media. He is known for bridging global brands into APAC through culturally sharp, data-backed growth strategies.

Dr. Greg Story - Holding a Ph.D. in Japanese organisational decision-making, and a 40-year veteran of Japan, Dr. Greg Story has broad experience, especially after being Country Head of four organisations in Japan. Dr. Story launched a start-up in Nagoya and completed turn-arounds in Osaka and Tokyo for Austrade. In 2001, he was promoted to Minister Commercial at the Australian Embassy and the Country Head for Austrade. In November 2003, Dr. Story joined Shinsei’s retail bank, which was a special combination of start-up and turn-around. He had 550 staff in his Platinum Banking Division, responsible for two-thirds of the revenue of the retail bank, and eventually became the Joint CEO of the retail bank. In July 2007, Dr. Story became the Country Head for the National Australia Bank in Japan. In October 2010, he became President of Dale Carnegie Tokyo Training Japan. He is a Master Trainer and an international award-winning Sales Leader with Dale Carnegie. He is a thought leader and has written eight books: Japan Sales Mastery, Za Eigyo (The営業), Japan Business Mastery, Japan Presentations Mastery, Anata mo Purezen Tatsujin (あなたもプレゼンの達人), Stop Wasting Money On Training, Toreningu de Okane Wo Muda Ni Suru No Wa Yamemashoo (トレニングでお金を無駄にするのわ やめましょう) and Japan Leadership Mastery (現代版『人を動かす』リーダー). He is an Adjunct Professor at the International Business Faculty of Griffith University. A 6th Dan in traditional Shitoryu Karate, he applies martial art philosophies and strategies to business issues.

RESOURCE LINKS:

Hello and welcome to Asia AIM, the podcast that uncovers the strategies and stories driving business success in Japan and the APAC region. Robert Heldt, CEO of AIM B2B, is joined by Shay Khosrowshahi, Managing Director of YuLife Japan and Asia. From scaling a SaaS startup in the UK to leading its explosive growth in Japan, Shay reveals how to navigate in one of the world’s toughest markets, Japan. This episode will provide insight on alignment, localization, credibility and trust.

IN THIS EPISODE:

• (00:00) Opening
• (02:08) Shay shares his career trajectory
• (06:11) The importance for businesses to localize for market acceptance to match Japan’s need for trust, credibility and commitment
• (10:15) Shay compares the UK and Japan approaches and stresses localization and commitment
• (15:30) Fostering team alignment and engagement after changing leadership style
• (24:00) METI’s wellbeing certification, leveraging education to address mental health challenges, accessible content and influencers to drive education
• (28:38) Warnings against spreading too thin with partnerships and the importance of building credibility
• (33:40) Shay discusses OKRs for agility, urgency and culture and aligning quarterly goals with the long-term mission
• (36:19) Final questions, thoughts and conclusion

KEY TAKEAWAYS:

• Localization and commitment are crucial for SaaS success in Japan. A tailored product and local expertise is essential in building credibility and trust with customers and partners.
• Alignment and consensus drive effective partnerships and team dynamics, necessitating adaptive leadership and strong communication to align with Japan’s corporate culture.
• Education through content, events and influencers, along with agility and urgency, accelerates growth by addressing wellbeing needs and optimizing the sales funnel.

RESOURCES:

• AIM B2B
• Robert Heldt - Custom Media KK | LinkedIn
• The Five Dysfunctions of a Team: A Leadership Fable, 20th Anniversary Edition: Lencioni, Patrick M.: 9780787960759
• Amazon.com: Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs
• The Qualified Sales Leader: Proven Lessons from a Five-Time CRO
• Amazon.com: $100M Leads Summary & Workbook: How to Get Strangers To Want To Buy Your Stuff (Acquisition.com $100M Series) eBook
• Shay Khosrowshahi -...

B2B marketing in Asia, Japan localization, APAC demand gen, and cultural nuance headlines this kickoff episode of the Asia AIM Podcast. Join AIM B2B CEO Robert Heldt and COO Sam Bird as they break down what it really takes to build trust, localize content, and accelerate revenue in JapaTa n and the wider APAC region. From the inside scoop on AIM’s proprietary Adapt-Implement-Maximize framework to real-world war stories about global brands, this conversation is stacked with actionable insights for marketers and business leaders. If boosting pipeline, sharpening localization, and scaling B2B marketing in Asia are on your roadmap, smash play and stay to the end for book recs, tech stacks, and next-step resources. Whether you lead regional campaigns or a global C-suite, this is your front-row seat to next-level B2B marketing in Asia done right.

• (00:00) Intro to the Asia AIM Podcast
• (01:53) Hosts Robert Heldt & Sam Bird swap origin stories
• (03:00) What “Adapt-Implement-Maximize” really means for global brands
• (06:18) Biggest trends and pain points in Japan’s B2B buyer journey
• (08:00) Common localization mistakes and how to dodge them
• (11:12) Building trust before tactics: why the “why” comes first
• (16:00) Clean-energy case study: full-funnel launch that landed media plus DOOH
• (19:30) Blue ocean repositioning in manufacturing pays off
• (21:39) Future guest lineup: CMOs across APAC spill their playbooks
• (25:47) Kaizen, nemawashi, and other must-know cultural concepts
• (34:00) Quick fire round: book picks, business insights, and final advice
• (37:48) How to connect with AIM B2B and keep leveling up

• Stop Translating, Start Localizing: What Market Fit Really Takes in APAC. True market fit demands culturally attuned messaging plus UX tailored to local buyer expectations.
• Trust trumps tactics. Long term wins in Japan start with patient relationship building and nemawashi style consensus.
• Data-driven strategy first. AIM’s Adapt-Implement-Maximize cycle anchors every campaign in research, KPIs, and continuous optimization.
• Content is king, distribution is queen. Multi channel touchpoints across the APAC buyer journey require consistently localized assets.
• Kaizen mindset. Launch small, learn fast, and iterate for compounding returns in complex Asian markets.

Robert Heldt – CEO & Co-Founder of AIM B2B, 20+ years in Japanese marketing and media. Known for bridging global brands into APAC through culturally sharp, data-backed growth strategies.

Sam Bird – COO of AIM B2B, 15-year Japan resident with agency and client-side leadership experience across the U.K. and Asia. Focused on demand generation, content ops, and ROI analytics.

• AIM B2B Website & Contact:https://aim-b2b.com/
• Podcast Home: https://asiaaimpodcast.com

B2B marketing in Asia, Japan B2B marketing, APAC demand generation, localization strategy, AIM B2B, Robert Heldt, Sam Bird, marketing podcast, cultural nuance Japan, digital transformation APAC, account-based marketing Asia, kaizen, nemawashi, Adapt Implement Maximize, content localization, global marketing strategy