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The Cutting Edge Japan Business ShowAuthor: Dr. Greg Story
For succeeding in business in Japan you need to know how to lead, sell and persuade. This is what we cover in the show. No matter what the issue you will get hints, information, experience and insights into securing the necessary solutions required. Everything in the show is based on real world perspectives, with a strong emphasis on offering practical steps you can take to succeed. Language: en Genres: Business, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it |
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Salespeople Need to Have Self-Awareness
Sunday, 19 July, 2026
Salespeople often think the biggest obstacle to winning business is the buyer, the price or the competition. In reality, the salesperson's lack of self-awareness is often the real problem. When sellers talk too much, miss buying signals, push products that suit their own targets and fail to adapt when a conversation goes wrong, they damage trust and reduce the lifetime value of the client relationship. Why is self-awareness essential in sales? Self-awareness helps salespeople recognise when their behaviour is helping the buyer and when it is quietly destroying the opportunity. A sales conversation can go off course very quickly. The seller may dominate the discussion, miss the client's cues or continue with small talk that has already become awkward. The danger is that many salespeople do not notice the decline because they are concentrating on their own agenda. In consultative selling, the buyer's reactions are data. Facial expression, tone, hesitation, shorter answers and changes in energy all signal whether trust is strengthening or weakening. This matters especially in Japan, where buyers may avoid direct confrontation and communicate discomfort indirectly. A self-aware salesperson notices the shift, pauses and changes direction before the meeting enters a death spiral. The professional question is not, "Am I delivering my pitch?" It is, "Is this conversation creating value for the buyer?" Do now: Monitor the buyer's energy, response length and questions. When engagement drops, stop presenting and ask a useful question. What should a salesperson do when the conversation is going badly? When a sales meeting starts going wrong, the best recovery move is usually to stop talking and start asking questions. Weak sellers often react to a difficult conversation by talking faster, adding more detail and pushing harder. That is the equivalent of leaning on the shovel and digging the hole deeper. Questions give the buyer more control, reveal what has been misunderstood and allow the salesperson to regroup. Useful recovery questions include: "What would be most helpful for us to clarify?", "Have I understood your priority correctly?" and "What would a successful outcome look like for you?" The salesperson normally arrives with a selling plan, while the buyer may not yet have a clear buying plan. This creates an opportunity to guide the discussion, but guidance is not the same as domination. Strong salespeople maintain direction while remaining flexible enough to follow the client's real concerns. Do now: Prepare three recovery questions before every client meeting so you can reset the conversation without becoming defensive. Why is selling the wrong solution so damaging? Selling a product that delivers little or no return for the client may create one small sale, but it can destroy a much larger future relationship. A salesperson may feel successful after persuading a buyer to purchase a slow-moving product or a solution carrying a higher commission. Commercially, however, that first transaction can be a disaster. The buyer eventually discovers that the solution produces limited value, trust collapses and the seller's credibility disappears. In close business communities, the reputational damage can spread through referrals and informal networks. The correct measure is not the revenue from the first order but the client's lifetime value, repeat business, cross-selling potential and willingness to recommend the salesperson. A peanut-sized initial sale can become extremely expensive when it makes the seller radioactive in the market. Ethical selling and long-term profitability therefore point in the same direction: recommend what genuinely advances the client's objectives. Do now: Before proposing anything, state the client's expected return in measurable terms. If the value is unclear, keep diagnosing. How does customisation improve client value? Customising the solution around the client's objectives usually increases relevance, perceived value, satisfaction and return on investment. Off-the-shelf solutions are attractive because they are fast, familiar and operationally efficient. The problem is that the client's needs may not fit the standard package. Trying to force the buyer into the seller's preferred solution creates the classic square-peg-and-round-hole failure. Customisation does not always mean rebuilding the entire offer. It may involve changing the sequence, scope, examples, delivery format, timeline, success measures or support structure. In B2B sales, those adjustments demonstrate that the salesperson has listened carefully and understands the organisation's context. The solution should connect directly to the outcomes discussed during discovery. When that alignment is visible, the buyer can explain the investment internally, decision-makers see a clearer business case and implementation has a better chance of succeeding. Do now: Link every element of the proposal to a stated client need, business outcome or decision criterion. How do commissions and internal pressure distort sales judgement? Commission structures and management pressure can tempt salespeople to prioritise their own short-term interests over the buyer's best outcome. Sales incentives shape behaviour. When one product pays a higher commission, sellers may emphasise it even when another option is better for the client. Managers can create the same distortion by demanding that the team push the solution that benefits the company most. The salesperson may rationalise the recommendation because rapport has already been established and the buyer appears willing to trust the advice. That is precisely why the behaviour is dangerous. Trust gives the seller influence, and using that influence to foist an unsuitable solution on the buyer begins haemorrhaging credibility immediately. Sales leaders should therefore review whether compensation, product campaigns and quarterly targets reward client value or merely product movement. Sustainable sales cultures align incentives with retention, implementation success, repeat business and measurable customer outcomes. Do now: Audit your incentive plan for conflicts between what pays the salesperson and what best serves the client. What does client-centred ROI look like in practice? Client-centred selling focuses first on the buyer's return on investment, not the seller's commission, quota or internal product target. The salesperson's role is to help the client make a sound commercial decision. That means clarifying the problem, defining the desired outcome, identifying constraints and testing whether the proposed solution will produce a worthwhile return. ROI may involve revenue growth, cost reduction, risk avoidance, productivity, retention, speed, quality or strategic capability. The appropriate measure varies by industry and purchase, but the discipline remains the same. Sellers should ask how success will be measured, what happens if nothing changes and which stakeholders must see value. This approach increases trust because the buyer can see that the salesperson is willing to recommend a smaller, different or delayed solution when that is the better decision. Ironically, concentrating on the client's ROI is also the strongest route to the seller's long-term ROI. Do now: Build proposals around the buyer's success metrics and include a clear method for reviewing results after implementation. What should salespeople remember? Sales self-awareness is not a soft or optional capability. It directly affects trust, proposal quality, reputation, repeat business and client lifetime value. Strong salespeople recognise when a conversation is failing, use questions to recover, resist incentives that distort judgement and shape solutions around the buyer's objectives. The central rule is simple: make the solution fit the client rather than making the client fit the solution. Focus on the client's ROI first, and your own commercial results will become more sustainable. Quick actions for salespeople and sales leaders Notice when the buyer's engagement changes and adjust immediately. Replace excessive talking with diagnostic and recovery questions. Refuse to recommend products that do not create credible client value. Customise the solution around the buyer's objectives and constraints. Measure success through client ROI, retention and lifetime value. Author bio Dr. Greg Story, Ph.D. in Japanese Decision-Making, is President of Dale Carnegie Tokyo Training and Adjunct Professor at Griffith University. He is a two-time winner of the Dale Carnegie One Carnegie Award (2018, 2021) and recipient of the Griffith University Business School Outstanding Alumnus Award (2012). As a Dale Carnegie Master Trainer, Greg is certified to deliver globally across leadership, communication, sales and presentation programmes, including Leadership Training for Results. He has written several books, including the best-sellers Japan Business Mastery, Japan Sales Mastery and Japan Presentations Mastery, along with Japan Leadership Mastery and How to Stop Wasting Money on Training. His works have also been translated into Japanese. Greg publishes daily business insights on LinkedIn, Facebook and X, hosts six weekly podcasts, and produces The Cutting Edge Japan Business Show, Japan Business Mastery and Japan's Top Business Interviews on YouTube.
