Kevin Crowell

From the "Think Outside The Box" category. In Japan, it's not only your work that can connect you. It's your hobby. The Japanese are the world's most devoted amateurs. If you really want to get known in Japan, get a hobby, then get involved. Japanese are joiners and what better way to connect than over a shared activity? It sounds too fun to be true, but you never know who knows whom. I'm an amateur musician. Once I went to a country music bar in Shinjuku and ended up on stage with the band. Chatting afterwards we exchanged business cards. They are now part of my business network. Warning: Japanese are serious about their hobbies and you should be too. It's considered a sign of your commitment, integrity, and character.

LinkedIn isn't used much in Japan. So, to engage with Japanese companies in Japan you'll need to get creative. Most large Japanese companies have overseas subsidiaries, many of which can be found on LinkedIn. Likewise, many of their employees can also be found on LinkedIn. If you have a product or service which you ultimately want to market in Japan, first work through a subsidiary. Its flatter hierarchy, need for localization, and greater transparency, will provide your company with a faster pathway to success. If you first gain the trust and approval of local Japanese managers, they can provide your company with the necessary introductions to the right people at headquarters. Then, find the right tools to get the job done.

Technology may have made the world flat, but remember, people are round! There is no magic pill that an organization can swallow that will make them instantly successful prospecting and generating leads in all international markets because markets, like people, are all products of the different cultures within which they operate. There are, of course, best practices to be followed. First find a local expert who knows not only the local business culture, but also how business is done in your industry. Secondly, look for niches you can easily enter and then expand. Finally, take a long term perspective of the marketplace. Your company's commitment to the local market is essential in establishing trust among its potential customers.

In my work helping Asian B2B companies enter the American market, I find they often underestimate the extreme competitiveness and complexity of the American marketplace. Every company in the world wants to sell its products here so being successful requires a complex combination of features and benefits, not just one. In America, just having the lowest price isn't enough. The first objective when targeting the U.S. market is to accurately assess your competitors and their products. The second is to realistically evaluate your product's competitiveness in light of your global competition's. Third is to be sure that you know the local market's needs and wants and then meet them head on. After that, it's all about continual improvement!