Relationships First: The Unwritten Rules of B2B Sales in Japan with Dr. Greg Story, President, Dale Carnegie Training Japan | Ep 3

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: