Episode #240: Buyer Styles In Japan

Salespeople are ignorant. When interacting with Japanese buyers, personality differences play a more critical role than cultural differences. Understanding personality styles can help improve communication and sales success. A two-axis framework categorizes personality types: a horizontal axis measures from low assertion on the left across to high assertion on the right, and a vertical axis measuring people orientation at the top vs. outcome focus down below.

Bottom right, the Driver type is highly assertive and outcome-driven. Often business founders, they value results over relationships, preferring direct and efficient communication. They make decisions quickly and dislike time-wasting, and their decisiveness can be final. To engage Drivers, use high energy and provide concise, results-oriented arguments – no fluff allowed.
In the opposite diagonal, at top left is the Amiable. Low in assertiveness but highly people-focused. They prioritize relationships and team harmony. Amiables prefer a slower pace, avoiding conflict, and ensuring group consensus before making decisions. Communicating effectively with them involves lowering energy, soft voice and body language, emphasizing empathy, and building trust over time.

The Expressive in top right is assertive and people-oriented. They thrive on enthusiasm, big-picture ideas, and social interactions. Often found in sales, training or creative fields, Expressives dislike details and data, but enjoy vision and brainstorming. Engaging them requires matching their energy, discussing future possibilities, but don’t bog them down in the weeds.

In contrast, at opposite diagonal in the bottom left, the Analytical is low in assertiveness and focused on data, lots of data. Detail-oriented and logical, they value evidence, precision, proof, testimonials, and clarity. Common in technical roles, they require extensive proof before making decisions. To connect with them, bring detailed data, avoid emotional appeals, and give them time to process.

To maximize sales success in Japan, sellers must adapt their preferred communication style to that of each buyer's personality. Sticking to one’s natural style works for only one in four interactions, but tailoring communication ensures we can hit all the bases. Adjusting tone, energy, and message focus to align with these personality types—Driver, Amiable, Expressive, or Analytical—enhances engagement, connection and gets results.