First contact with Japanese customers
In this section, I aim to illustrate the initial contact with Japanese customers through practical case studies and highlight crucial details for establishing connections. While the focus is on business communication, the insights shared are applicable in everyday situations as well.
© Kira von der Heide
The greeting
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As the anticipated event unfolds — welcoming your Japanese business partners to your company — your role involves greeting them, guiding them to the meeting room, and initiating the meeting.
When extending your greeting, incorporating simple Japanese phrases like "konnichiwa" (hello) and "Nice to meet you" demonstrates your preparation and cultural sensitivity. This initial gesture serves as the first step toward a successful dialogue.
Shaking hands is a common practice, as Japanese individuals are familiar with it. If your counterpart doesn't initiate a handshake, a slight bow (10-20° inclination) can serve as a respectful alternative. For apologies or deep thanks, the bow is more profound (45-60°).
After the handshake or bow, promptly offer your business card with the Japanese side facing the customer. Introduce yourself with your full name and ensure your business cards feature English information on one side and Japanese details on the other. Your name should be accurately translated into katakana for pronunciation. Present your last name first, followed by your first name, rank, and position in the company. Hold the business card until the entire greeting is complete.
The highest-ranking member typically presents their business card first, followed by others in order of rank. Store the received cards in a case, avoiding trouser pockets. During subsequent discussions, place the cards on the table for easy reference.
The next step is presenting a gift, which can be done during the greeting or later at a business lunch. Suitable gifts include sweets, tea, or alcohol. Ensure you have a gift for each person, with a slightly more elaborate one for the head of the delegation.
Expect to receive a gift from your Japanese counterparts. Politely accept the gift without unwrapping it immediately. Express gratitude, carefully store or delegate the gift to an assistant. Unwrapping in front of the giver is considered impolite and may cause loss of face.
Before diving into the main conversation, initiate dialogue by asking about the hotel, flight, or weather. These topics serve as a pleasant segue into more substantial discussions.