Japan - Commercial Guide
Sales Service/Customer Support

Describes what is customary in the market for sales and customer support.

Last published date: 2019-10-13

The Japanese have a reputation for being among the most demanding customers in the world.  High-quality, highly-responsive product service and customer support are crucial throughout the sales cycle. This begins with establishing a close working relationship with, and long-term commitment to, a U.S. exporter’s potential Japanese partners. Problems most often arise from misunderstandings, lack of communication, language difficulties, and differing business practices.  Companies should be prepared to make a number of visits to potential customers before beginning serious negotiations, and should expect to spend significant time and resources in maintaining relationships with customers once established.