How To Convince Japanese Distributors, Importers & Agents To Sell Your Products

The best Japanese distributors are the most selective

This article focuses on how to convince potential Japanese distributors that your product line would be a good addition to the portfolio of products they already carry.

It is important that you give this some thought because the best Japanese distributors are usually also the most selective.

A quality product and a healthy profit margin won’t be enough to get their interest. You will also need to convince them that you will be a good partner for them.

The best distributors have a long-term view of things, and it is not unusual for distribution arrangements in the Japanese market to last for decades.

For example, we recently helped a client find new representation after 54 years of doing business with the same Japanese company. Our client was very happy with their current agent, but the sons who had taken over from their father had decided to take the business in a new direction.

Long relationships like this are not uncommon in the Japanese market and illustrate the importance of doing your homework and selecting the right distributor, rather than the first company that shows interest in your products.

What “bait” can you use to catch the interest of potential Japanese distributors?

Below are some things you can highlight in your approach to these companies.

Not everything in this list may apply to your products or company, but this should help you craft the best possible approach.

1. Your unique selling proposition (USP)

In other words, why should someone purchase your product rather than the available alternatives?

2. The quality of your product

For many imported products, quality is as important as price. Provide specific details in this area.

3. The target market for your product

Make this clear. Don’t assume that the Japanese distributor will be able to figure it out.

4. The success of your products in other markets

Discuss where your products are currently being sold and where you currently have distributors.

If your relationships with these distributors are long-lasting, be sure to mention this.

5. Training and support that you offer your distributors

6. Indications that there is demand for your product in Japan

For example, any sales you have already made in Japan or any information you have on competing products already being sold successfully in the country.

Other indications of potential demand might be a Google Analytics report showing significant traffic to your site from Japan, positive feedback from Japanese companies at trade shows, or inquiries you have received from potential buyers in Japan.

7. How long your company has been in business

8. The “back story” of your company or products

Let me give you an example. We helped a U.S. manufacturer of leather care products find a Japanese distributor. In our approach to potential distributors, we highlighted the fact that their products had been around since 1921 and were originally developed to meet the needs of loggers and dockworkers in the Pacific Northwest. The Japanese companies they talked to were impressed by the authenticity of these products.

9. How well your product complements the products that the Japanese distributor already has in their portfolio

For example, if the distributor already represents ACME widgets, you should highlight the fact that your distributors in Canada, Brazil, and Russia also carry ACME widgets.

10. Well-known customers (reference accounts) who use your products or retailers who stock them

If your products are used in the auto industry, for example, mention the names of OEM and Tier 1 suppliers that you do business with.

If you sell luxury consumer products, mention any well-known retailers who stock your products such as Harrods or Neiman Marcus.

11. Your product pipeline

If you have some new and exciting products on the horizon, it’s always good to give potential distribution partners in Japan a taste of what they can expect moving forward.

The big lesson here is to give potential Japanese distributors all the reasons why they should do business with you

Don’t leave anything out and don’t assume that they will be able to figure it out by looking at your website. The best distributors are extremely busy and you’ll only have one chance to get their attention.