F&B Brand: “If Japanese importers like our brand, why are they so slow?”

Many brands focus on impressing the decision-makers at importing companies, assuming that once they’re convinced, the process will move quickly. However, this overlooks a critical factor: the internal alignment needed within the importer’s organization to truly support your brand.

In Japan, even if the decision-maker loves your product, they must align with their team and key accounts before committing. This process involves:

• Consulting with their supervisors.
• Seeking input from account managers.
• Gathering feedback from key customers.

Without this internal support, progress slows down:

• Decision-making takes longer.
• Internal discussions stall the process.
• Even after a deal is made, sales teams may prioritize other brands that are easier to sell.

How to Win Importer Support at Every Level

To succeed in Japan, your sales communication must address the needs of all stakeholders within the importer’s organization. Here’s how:

1. Department Heads
Show how your brand fits their business strategy. Highlight how your products align with their policies, long-term goals, or fill gaps in their portfolio.

2. Brand Managers
Demonstrate how your products meet the needs of their customers. Use data, case studies, or feedback from other markets to show how your brand fits local demand trends.

3. Sales Teams
Provide tools that make it easy for sales teams to communicate your product’s value to end-users. Localized sales materials, clear value propositions, and training sessions can equip them with the knowledge they need.

The Bottom Line

Winning over a Japanese importer takes more than having a great product or convincing a key decision-maker. It requires clear, tailored communication that resonates with every level of their organization. By addressing the specific needs of department heads, brand managers, and sales teams, you can align with their entire operation, build trust, and accelerate your brand’s growth in the Japanese market.

This approach not only speeds up decision-making but ensures that your brand remains a priority for their team long after the initial deal is made.

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