Why Patience Outlasts Speed in Japan - Every Single Time
The one mindset shift that could change the game for your Japan strategy
“You just need to find the right person — and once you do, things will move quickly.”
I’ve heard this belief again and again from foreign executives trying to break into Japan.
And every time, I gently warn them: it’s not how it works here.
Even when you do find the right person — the project owner, the internal champion, even the division head — the process rarely speeds up. In fact, that’s often when the real work begins.
Japan doesn’t reward speed.
It rewards staying power.
It’s been another busy month with a few major wins for our clients in Japan. One of them, and honestly the one I’m most excited about, feels like a real turning point.
After more than 20 months of effort, a major Japanese chemical company has finally agreed to start contract negotiations on a first deal.
While this initial project is small, for my US-German partner and me, it’s a breakthrough moment — one that could open even bigger doors.
Getting here wasn’t easy. Our relationship is in its early stages. We’re still in the process of earning their trust.
Earning trust — and proving the value of a new solution in Japan’s infrastructure market — is a slow process. One that takes years, not months.
The contract process itself will take another three to four months, but with plant management already giving its basic go-ahead, the rest should be a formality.
What made this breakthrough possible?
The same two things that always do in Japan:
Patience. And persistence.
In today’s deep dive, I’ll walk you through exactly how I approached this company, what it took to build trust, and what you can take away for your own Japan business strategy.
A Meeting That Went Great – Until It Didn’t
Let me start how we got here.
It took me nearly two years to land a meeting with this Japanese prospect — two years of cold calls, unanswered emails, and chasing shadows. We knew exactly who we needed to reach. But even with the right name, cracking the surface was painfully slow. Until, finally, we got a hesitant yes.
When we eventually got the OK for our first meeting in the summer of 2023, I didn’t expect much. The plant manager had sounded skeptical on the phone and only reluctantly agreed to the meeting. Still, we prepped thoroughly and made the long trip out to their chemical complex on Shikoku island. But as we walked into the room, something felt off — in a good way. Three managers greeted us, and eleven of their staff were already seated, lined up in rows, notebooks open, pens flying from the first slide.
After that meeting, we thought we’d struck a chord. One of them — the only English speaker in the room — was clearly championing our idea.
We left hopeful. Energized. Ready for next steps.
But what followed was... silence. Weeks turned into months of vague responses, postponed calls, and hesitant replies.
At that point, it would've been easy to walk away — to assume they weren’t interested. But that’s where most companies get Japan wrong.
Why Patience Matters More Than Ever
If you're trying to sell a high-value product or bring a new solution into Japanese infrastructure, automotive, but also retail, here's what you need to know:
In Japan, trust is the market gatekeeper.
And trust doesn’t come from charisma, clever presentations, or even obvious cost savings. It comes from being present, consistent, and unshakably patient.
Without that, you might get polite nods and interest — only to watch everything stall for months.
But with patience?
You unlock something most of your competitors never will: long-term, compounding credibility.
A Story from the Field: 20 Months to "Yes"
This week, after 20+ months of effort, the Japanese chemical company finally agreed to start contract negotiations.
The project? A trial of my client’s services.
The value? Not huge — yet.
The significance? Potentially massive.
Because it marks a shift in relationship — from outside vendor to inside collaborator.
Let me walk you through what it really took:
Month 1: Initial intro with a technical deep dive. Warm welcome, and… silence.
Month 2-6: Providing occasional technical updates. No real feedback.
Month 7-11: Request to estimate a small project. Not the one we were after, but still a great win. Followed by silence.
Month 12-15: Agreement to a site visit. Months of back and forth regarding a simple NDA.
Month 16: The site visit, with an informal request for quotation. Momentum?
Month 17-18: More silence follows the submission of our offer.
Month 19: Internal champion surfaces.
Month 20: Plant management’s go-ahead. Handing over to Purchase Department to negotiate terms for a first contract.
That’s 600 days of follow-ups, documentation, clarification, and trust-building — before a signature is signed.
What made the difference?
Not a better pitch. Not lower pricing.
Just two things: patience and persistence.
How We Approached It (and What You Can Steal)
Here’s the playbook I followed — and what I recommend if you’re navigating the Japanese B2B world:
1. Start slow — and signal staying power
We never pushed for a sale in the first meeting. Instead, we asked questions, listened, and emphasized our long-term interest in supporting their goals.
2. Build internal allies quietly
We identified one person with both technical understanding and influence. We supported him with documents, insights, and regular check-ins — without pressure.
3. Show reliability through consistency
Every six weeks or so, I checked in with my counterpart, sent a relevant update or insight. No asks. Just value and presence.
4. Treat silence as part of the process
We didn’t panic during quiet stretches. We stayed engaged without being pushy. Over time, this consistency became a signal: we’re serious.
5. Celebrate micro-milestones
The first time we got an internal question forwarded to us? That was a win. A site visit? Bigger win. Every small movement matters.
Wrap-Up: The Power of Strategic Patience
In Japan, patience isn’t passive — it’s proactive.
It means staying present, even when things go quiet. It means showing up — again and again — with value, not pressure.
Strategic patience looks like: Regular, low-pressure check-ins
Offering case studies and sharing market data relevant to their world
Asking thoughtful questions to help them reflect internally
Preparing thoroughly for the next meeting — even if it’s months away
Respecting silence, without disappearing
This quiet persistence sends a clear signal:
You’re not here to chase a quick win. You’re here to build something that lasts.
Because in Japan, speed raises eyebrows. Staying power earns trust.
Fast is fragile. Slow builds staying power.
Try This
This week, ask yourself:
“Where am I pushing too hard, and what would it look like to pull back — without disappearing?”
Better yet, identify one Japanese prospect or partner you’ve been trying to move too quickly — and take one step back. Send an insight instead of a follow-up. Ask a question instead of making a pitch.
The results might not come tomorrow. But they will come.
Have a story about endless negotiations and patience paying off in Japan? Hit reply or drop it in the comment — I’d love to hear how you’ve seen this play out.