Most People Pick the Wrong Partners in Japan. Here’s How to Get It Right.
Run this 10-minute scorecard before you commit — and avoid partnerships with mismatched expectations or incompatible working styles.
Entering Japan via a local partner is a common strategy — but also one of the most misunderstood.
It seems like the faster path: less risk, local knowledge, boots on the ground. But without the right preparation and structure, what begins with promise can easily drift into endless discussions, vague updates, and disappointing results.
In a previous post, we looked at the first big question for anyone entering the Japanese market: Are you ready to go it alone in Japan — or do you need a local partner?
If you’ve made it this far, you’ve likely already clarified what you want to achieve in Japan, how much control you want to keep, and what resources — time, budget, people — you're ready to set aside.
The next question is just as critical:
If you do need a partner, how do you find out if the candidates you are talking to are actually a fit?
Not just a friendly contact from a trade fair.
Not just someone who speaks English and promises to have connections.
But someone genuinely capable of opening the right doors, putting in real effort, and moving the business forward.
This is where the Japan Business Partner Scorecard comes in — a 7-point framework we use with international clients to assess local partners before signing anything.
Check if Your Partner’s Compatible in 7 Categories
We kept this tool simple on purpose. You could evaluate candidates on dozens of factors, but these seven give clear, early signals about whether a partner can actually deliver results in Japan. They focus on the essentials: genuine market access, proven track record with foreign brands, responsiveness, commitment, and compatible working styles.
Market Access
Past Results
Speed
People & Priorities
Sales Tools
Work Culture
Skin in the Game
This scorecard helps you avoid the common trap of ending up with a partner who seems friendly but can’t deliver — or whose expectations and culture clash too much with yours. Use it to spot red flags early, before you waste time and resources locked into a partnership that won’t go anywhere.
Here’s How You Can Assess Your Potential Partner
Score each of the questions on a scale from 1 (low) to 10 (high) based on your assessment.
Divide by the number of questions to come up with a score for each category.
Then translate those scores into a simple traffic light system to quickly identify strengths and risks:
🟢 = Strong, reliable fit (7-10)
🟡 = Partial fit, some caution needed (4-6.9)
🔴 = Weak or risky, proceed carefully or reconsider (1-3.9)
The Japan Business Partner Scorecard
7 Categories to Check Before You Commit to a Market-Entry Partner in Japan
Now, it’s your turn. Here’s the core framework we use to assess potential partners in Japan.
Each of the seven categories focuses on a key area that can make or break your success. Use the questions and scoring guide to see how well your candidates match up — before you commit to anything.
1. Market Access
Can they reach the right decision-makers in your target market — not just random contacts with limited influence?
Here’s why this matters: In Japan, introductions and trusted relationships often open more doors than a great product alone. These questions help you assess whether your partner can actually get you in front of the right people.
Score each question from 1–10 (1 low conviction, 10 high conviction):
How extensive is their network in the niche or target market in Japan?
Can they provide examples of warm leads or current customers?
Are they vague, or can they name actual names?
🟥 Red flag: "We know people" but no specifics
✅ What to ask: “Can you share one or two clients you’ve worked with recently?”
2. Past Results
Have they delivered results for foreign brands — and are they respected in their industry?
Nothing reveals the true potential of a partner more reliably than their past results. With these questions, you want to make sure your candidate is credible, tested, and respected — ideally with a proven track record of helping foreign companies succeed in Japan.
Score from 1–10 (1 low, 10 high):
Can they provide concrete references or success stories from past partnerships?
Have they supported similar market-entry projects — and can they show specific outcomes?
How are they perceived by clients, competitors, or industry insiders in Japan?
🟥 Red flag: All local clients, no international track record
✅ What to ask: “Can you share one case study — including what worked and what didn’t?”
3. Speed
Do they follow through and drive progress?
This helps you tell the difference between talk and action. Many partnerships fail not because of strategy, but because of slow response, missing initiative, or losing focus. While you can’t fully judge reliability before working together, you can spot early signs in how quickly and clearly they respond.
Score each question from 1–10 (1 low, 10 high):
Do they take initiative in conversations and follow up promptly?
Do they discuss clear next steps and deliverables — or stay vague?
Do they keep momentum going, or do you have to chase them?
🟥 Red flag: You’re the only one following up, they are mostly passive and reactive
✅ What to watch: How they behave before any contract is signed
4. People & Priorities
Will you get senior attention — or be handed off to a junior team member juggling to many accounts?
This helps you gauge whether your brand will be a strategic priority or an afterthought. Who you work with day-to-day and that person’s commitment will decide on success or failure.
Score each question from 1–10 (1 low, 10 high):
Who will manage your project — and how much time can they dedicate to you?
Are you a top priority to them — or just a small side project?
Does the project manager have experience with international brands and your category?
How much support can you get from senior management?
🟥 Red flag: No clarity on who runs the account, or junior staff with lots of other projects
✅ What to ask: “Can I meet the person who’ll manage the project day to day?”
5. Sales Tools
Do they use structured tools (CRM, lead management, pipeline tracking) to organize their sales and measure progress?
In many Japanese firms — especially traditional shōsha — sales is still highly personal and relationship-based. One manager may hold all the contacts, but there’s often no shared system to find new leads, follow up consistently, or report on progress. This section helps you assess whether they work in a structured, professional way — or just rely on individual relationships and memory.
Score each question from 1–10 (1 low, 10 high):
Do they have a working CRM or lead tracking system?
Can they show you their pipeline or client management approach?
Are they open to using or integrating your preferred tools?
🟥 Red flag: No CRM, no pipeline, everything ad hoc
✅ What to ask: “Can you show me how you track progress in your project pipeline?”
6. Work Culture
Do your business goals, culture, and ways of working align?
I’ve seen partnerships in Japan clash due to incompatible work styles, communication habits, and decision-making approaches. This section helps you evaluate whether you and your partner “speak the same language” when it comes to collaboration, planning, and getting things done.
Score each question from 1–10 (1 low, 10 high):
Can you openly discuss goals — or are KPIs and OKRs unfamiliar to them?
Do they communicate clearly and proactively, or wait to be told what to do?
Do they understand your business approach and expectations?
🟥 Red flag: Misalignment in goals, communication style, or decision-making speed
✅ What to ask: “What do you want to have achieved after 12 months?”
7. Skin in the Game
Are they willing to invest time, effort, or money — or are they hoping to benefit without real commitment?
This reveals whether they truly believe in the partnership. Strong partners show commitment before seeing the results pay off.
Score each question from 1–10 (1 low, 10 high):
Are they prepared to allocate real time and staff now — not “later”?
Can they co-invest in marketing, events, and local rollout?
Are they transparent about resource constraints and plans?
🟥 Red flag: They want exclusivity, but offer no upfront commitment
✅ What to ask: “Can you outline concrete activities and resources you would commit in the first 6 months of working together?”
How Did Your Candidate Score?
Now that you’ve scored your partner in each category, take a moment to reflect:
Did you get a clear picture? Were you convinced by their sales network, past results, and compatible working style?
Or did any area stand out as a misfit or raise a red flag? For example, were they speedy and responsive, or did you have to wait too long for answers?
That doesn’t necessarily mean you should walk away — it could highlight where you’ll need a clear strategy or countermeasure.
Maybe you can work around a weakness by agreeing on clear rules or aligned guidelines for cooperation, handling certain tasks internally, or bringing in additional support. The key is spotting these issues early, so you’re not caught off guard later.
Final Thoughts: Make the Scorecard Work for You
Entering Japan with a local partner can feel like a shortcut to success — but without the right preparation, what starts with promise can easily stall into endless meetings, vague updates, and missed opportunities.
This scorecard won’t guarantee a perfect partner, but it gives you a clear, structured way to separate real opportunities from red flags early on. Use it as a tool to guide honest conversations and dig deeper when something doesn’t quite feel right.
Remember: the right partner isn’t just a friendly contact or someone who speaks English. It’s someone who opens the right doors, follows through consistently, and shares your vision for success in Japan.
Use this framework to stay focused and avoid the common pitfalls that cause foreign companies to get stuck. If you want tailored support navigating partner selection or market entry, I’m here to help.
Success in Japan starts with choosing the right partner — make sure yours is ready to deliver.
Talk soon.
Pascal Gudorf
— Helping you unlock your full potential in Japan