Find sales agents or sales representatives in Japan

For a lot of products working with a local sales agent or with a dedicated sales representative can be a good solution.

Especially if you have a customized product or service, or you want to work with a number of resellers in the country, an agent can be the one connecting these parties to your organization abroad.

Agents can be individuals, but I often recommend to work with established companies who already have a good network and where you are not dependent on just one person.

Set up your sales force in Japan

Japan is known for its unique blend of traditional and modern culture. As of 2023, Japan has a population of about 125 million. It is notable for its technological advancements, rich cultural heritage, and influential economy.

Japan’s economy, with a GDP per capita of around $40,000 USD in 2023, is one of the most advanced in the world. Major industries include automobiles, electronics, robotics, and manufacturing. The country is also known for its strong emphasis on research and development.

Japan’s primary imports are machinery and equipment, fossil fuels, foodstuffs, chemicals, and raw materials for its industries.

Key cities include Tokyo, the capital and world’s largest metropolitan area; Osaka, known for its modern architecture and nightlife; Kyoto, famous for its historic temples and traditions; and Yokohama, a major port and commercial hub.

WHAT DO YOU NEED TO KNOW ABOUT JAPANESE BUSINESS Etiquette?

The business approach in Japan springs from its culture. The Japanese follow a group culture where the welfare of the society is its prime goal. It is based on ‘Honne’ and ‘Tatemae’, the difference between one’s true feelings and what a person displays in public. Personal opinions are sacrificed at times, according to the expectation of society. Hence, harmony is their top priority.

The Japanese believe strictly in hierarchy and are courteous to the core. They give importance to human relationships and mutual trust. These are the fundamental aspects of their culture that colour their business transactions and negotiations.

WHAT ARE SOME NEGOTIATION TACTICS IN JAPAN?

It is helpful to be aware of business procedures and etiquette before initiating business with the Japanese:

Japanese follow hierarchical order even at the initial stages of discussion. They prefer to deal with their equivalent counterpart.
Business cards are a must, clearly indicating the position held. The cards are to be offered with both hands to show respect for the parties.
The Japanese prefer an introduction to the business party through a known third source.
Discussions are more through written word and visuals as the Japanese are people of few words.
All business discussions are group oriented. Great emphasis is given to human relationships; any decision making involves all members.
Discussion and decision making are usually slow.
Any language or action that hurts or negatively influences reputation can deter proceedings.
Strict etiquette is followed; excuses are not accepted. Apologies are accepted and discussions are tinged with extreme courteousness.
At the same time, any favour is valued and repaid. The Japanese accept appropriate gifts as a mark of appreciation and value it greatly.
Peaceful and calm negotiations mark their meetings. They hesitate to say no and there are periods of total silence which may indicate either their acceptance or their disapproval.
Business meetings require a formal dress code.

Agent, local office or distance selling?

An agent sells in your name for a commission and has limited room to negotiate. A local office gives you full control, but costs staff and facilities. Distance selling works when your product can be delivered and serviced from abroad.

Be careful with agent contracts. In many countries agents are well protected by law, and ending the relationship can mean compensating the income you take away. Agree territory, targets, commission and termination before you start.

Do you need help in Japan?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding a sales agent in Japan in three steps

Step 1

Describe the role

Decide what the agent does: generate leads only, or close deals and handle after-sales too. Set the territory, the type of customer and the commission.

Step 2

Find and screen

Prefer an established agency over a single individual. Check which brands they carry, whether those compete with you, and ask two of their clients for a reference.

Step 3

Contract and manage

Put targets, reporting, commission and termination in writing, and plan regular contact. An agent who hears nothing from you sells nothing for you.