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  • Any advice on how to propose a partnership with a Japanese firm?

Any advice on how to propose a partnership with a Japanese firm?

February 15, 2005 / Dave Taylor / Business Advice / 4 Comments

Dave, I’m interested in proposing a partnership arrangement with a Japanese firm but don’t really know how to go about it. What kind of things should I make sure are included in my letter? Is a letter the best way to contact the firm? Etc., etc. I feel a bit like I’m up a creek without a paddle. Can you help me out?

Fascinating question! I asked my colleague Allen Williams for his advice on this subject: he lived in Japan for years and has worked with Japanese firms on various business deals. Here’s what he had to suggest…

If you have the name/address of the direct contact person,
your chances of success are likely higher with a letter.
The Japanese do a lot of business via mail, and rely heavily
on letters, paperwork, and formality. Do your best to send
it directly to the appropriate person.

Here’s where a phone call might be the best starting point.
Most Japanese companies employ secretaries and front desk
workers who can speak English, and if you contact them and
explain who you are and why you are calling, then ask them
for the name and contact information of the best person for
directing your inquiries, you have a good chance of getting
that information.

While English language classes are now a part of the everyday
curriculum from elementary school and onwards, most students
look at these classes much the same as Latin was once viewed.
That is, it’s schoolwork, not helpful for their everyday lives,
and there are just too many other things taking up their time
and interest.

Also, most of the people in business today in Japan were not
subjected to steady English language classes during their
elementary school days. They have however often been forced to
attain certain levels on standardized English language skills
tests such as TOEIC and TOEFL in order to gain positions,
admittance into universities in Japan and abroad, and to be
considered for advancement within their organizations.

That means chances are good that anyone in this position has
some fairly strong skills at understanding English, especially
within the given context, and more especially when it is
delivered in writing.

Written language is still much easier to comprehend and the
stress factor greatly reduced. Oral communication brings with
it a various assortment of added influences, which also act as
deterrents to understanding for those less skilled, ie body
language, intonation, accenting, and pace. These factors greatly
increase the possibilities for not understanding, for feeling a
fear of not understanding, and the worse case scenario of
misunderstanding, and therefore looking foolish.

Delivering your proposal in writing will also give the recipient
the leisure of working through it if necessary or even seeking
outside help for understanding. This is not going to happen in a
phone conversation where you run the risk of not only having
miscommunications but also of having your offer rejected as the
easiest way to end what might be an uncomfortable situation.

That said, here are a few tips for submitting your proposal:

  • A4 size on your letterhead (unfolded),
  • include your letter of introduction, an outline of your proposal,
    and a ‘resume’ for your business
  • mark the outside of the envelope with “business proposal enclosed”
    or “US business partnership proposal enclosed” (this part only in
    red ink, carefully hand written, and placed below their address)
    should get it opened, and likely a fairly quick response time
    depending on the above mentioned ‘language factor.’

I would include return contact email address, phone, and snail mail
and the usual encouragement to reply to you in whichever manner is
most convenient for them.

I wouldn’t go out of my way to make the language easier to understand,
but I would be as straightforward with what you hope to work out with
them as possible.

Avoid using long introductory dependent clauses, or conditional
statements when possible.

Send it registered mail with a return receipt. Nothing says I’m serious
in Japanese correspondence like needing a signature.

This not only makes you and your proposal look more important,
it makes the recipient look and feel more important.

Be patient.

Follow up with a “did you get my proposal?” if you don’t hear from
them for 2 weeks. (Remember that with the turn-around time for just
the mail alone, it could take up to 10 days for a reply to reach
you via mail.)

Don’t give up too easily should you receive a negative response.

Not only in Japan, but Korea and other Asian countries as well,
the practice of “saying No” is a part of the culture. Sometimes
it is just a test to see how serious you are in your request or
to buy some thinking time. The general rule is “less than 3 times
‘no’ equals ‘maybe.’

Follow up with a “I really believe our companies can benefit each
other” letter and ask for specific reasons why your offer was rejected.
Ask if there are things they need clarified or changed in order to make
your proposal more acceptable.

If your offer is rejected a third time, it’s time to move on.

Above all, represent yourself and your business honestly and professionally.

Allen Williams is a professional educator, marketer, speaker and writer. You
can find out more of what he’s up to by visiting : kNow
Thinking Aloud
or PowerMeUp.com

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Starbucks coffee cup I do have a lot to say, and questions of my own for that matter, but first I'd like to say thank you, Dave, for all your helpful information by buying you a cup of coffee!

4 comments on “Any advice on how to propose a partnership with a Japanese firm?”

  1. Matt says:
    January 1, 2011 at 6:23 pm

    Im trying to find dropshippers or suppliers for G Shock watches but am having a devil of a time, cant seem to find the equivalent of esources.co.uk or worldwidebrands.com is there even one in Japan?

    Reply
  2. Gunasakthi says:
    August 14, 2009 at 6:36 am

    Hi Dave.. I am in to propose a business to my friend, but since I am new to business talks, dont know how to approach him , what are the steps to talk, how to talk and so on.. Can you help me out Dave..

    Reply
  3. r.senthil says:
    December 21, 2007 at 10:07 pm

    I am senthil from india. i have planned to open a importing office in japan. what are the formailities should i take to forward my plans.
    thanking you

    Reply
  4. Dave Starr says:
    February 17, 2005 at 3:04 pm

    Allen Williams gives some excellent advice here. I also worked in Tokyo a number of years and I find his suggestions spot-on.
    An additonal factor not really mentioned is the “no bad news” tendency. If you propose a deal with me an my US company, and you have made a mistake in judging my size/financial capacity, I’m going to have no troube in saying, “Sorry, that’s priced way above my budget.” An equivilant Japanese business owner is liable to keep nodding his head and saying “hai, hai, hai”…”(yes, yes, yes)” all through your presentation.
    You must use checkpoints along the way where the proposed partner gives you specific business numbers so that you can see for yourself if you are aiming too high or low.
    You’ll find doing business there a challenge, but a very worthwhile challenge if you structure things right.
    Best regards
    Dave
    http://www.satviz.com

    Reply

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