Even a company with a rich overseas track record may find that presenting it as-is to customers in Japan does not resonate enough. The way results are shown needs to be adjusted into a form Japanese customers can readily understand.
- Overseas results are included in materials, but the response from Japanese customers is weak
- Overseas company names and figures are unfamiliar to Japanese customers
- There are few results in Japan, so the company has to rely on overseas results
- It is unclear how to adapt headquarters' materials for Japan
This article explains how to communicate an overseas track record to customers in Japan.
Why Overseas Results Do Not Carry Over As-Is
Overseas company names and reputations in their markets may be unfamiliar to customers in Japan. Even when the numbers and results are impressive, if customers cannot easily connect them to their own situation, they are less likely to become material for a purchasing decision.
Customers in Japan also tend to care about results within Japan and the support structure. It is important to communicate not only overseas results but also how the company can support them in Japan.
Ways to Communicate Results
The following approaches are effective when communicating overseas results to customers in Japan.
| Approach | What It Involves |
|---|---|
| Explain the link to Japanese customers | Show how overseas results relate to the challenges of customers in Japan |
| Easily comparable indicators | Organize results by indicators such as size and industry that Japanese customers can compare |
| Third-party evaluation | Add objective backing such as awards, evaluations by research firms, and press coverage |
| Support structure in Japan | Make clear the support in Japanese, support contacts, and how adoption proceeds in Japan |
| Small results in Japan | Build up and show early adoption examples and pilot results in Japan |
Combine It With Building Results in Japan
Use overseas results as a way to draw Japanese customers' interest, and keep building results in Japan. Carefully nurture early adoption cases and use them when explaining to the next customer.
Do not simply translate headquarters' materials; review their structure from the Japanese customer's point of view. Take in the views of sales and marketing staff and improve while watching the response.
Summary
- Overseas results may not carry over to Japanese customers as-is
- Show the link to Japanese customers' challenges, comparable indicators, third-party evaluation, and the support structure in Japan
- Use overseas results as an entry point while building results in Japan
- Review materials from the Japanese customer's viewpoint and improve based on the response
Contact
JBN supports foreign companies' PR and marketing for the Japan market, from designing how results are presented through to publishing.
To discuss designing how you present results, please contact us.