From Japan to New Zealand, from New Zealand to Japan: An Interview with Kaz Otsubo, Business Development Manager

Taking on the 5500+ mile journey from Auckland to Japan later this month, Techbuyer’s Business Development Manager, Kaz Otsubo is no stranger to international business. With over 20 years’ experience in the data centre industry, a variety of IT industry roles under his belt and fluency in Japanese, Kaz is an asset to Techbuyer during its global expansion. We managed to catch him before his trip to ask him how business in Japan compares to the Kiwi lifestyle…

1. What’s your background and how much business have you done in New Zealand, Japan and elsewhere?

I started my first full-time job back in 1997 as a product marketing manager/BDM for a semiconductor distributor in Japan. My main job was to work with semiconductor suppliers in Silicon Valley and introduce new technologies to Japanese system manufacturers such as NEC, Fujitsu, Hitachi, IBM, Sony. It required a comprehensive knowledge of marketing, sales and technical, which ended up being the perfect way to start my IT career. Part of my role was introducing future technologies and concepts to experienced Japanese system designers and engineers, which I found stimulating and very rewarding. These technologies were often developed by double and even triple PhD engineers in Silicon and it was inspiring to be involved in this innovation and expertise.

I then moved to New Zealand in 2003 after working for 6 years in Japan and started working for a local IT distributor. I’ve had a variety of roles throughout the last 16 years including Product Manager, Technical Presales, BDM and Business Unit Manager, managing a portfolio of servers, data storage systems and related software products. I have gained a detailed understanding of the IT industry thanks to my experiences in different positions.

2. What are the key differences between Kiwi and Japanese working culture?

There are so many differences between these two cultures. In Japan, everything is much more organised and people tend to follow rules strictly. Business processes are normally well designed so you don’t have to worry about the backend process, and you can focus on your job. However, because everything is already organised, I found that the workplace can lose flexibility, individuality or uniqueness. People in Japan also tend to work longer hours and stay with one company for longer; in many cases, for their lifetime.

In New Zealand, people are a lot more laid-back in general. Because the population is still small compared to Japan or other countries, word of mouth influence is huge, and people really are two degrees of separation apart from one another. It genuinely feels like people do business with people they trust, which is refreshing. In comparison to Japan, people tend to come before process, so it is a lot more flexible. However, this can be difficult as the process is not always well thought out.

3. What are the main holidays in Japan and how does this affect doing business if at all?

For the first few days of January, people in Japan celebrate the new year with friends and family and prepare for the months ahead. There is usually a large family get-together with feasts and people go to shrines to pray for good health and wealth. Christmas is celebrated too but it is normally a part of the New Year holiday, or it can be a day for couples to celebrate their relationship. Sales tend to go through the roof at this time of year, so it’s good to be prepared! The other main holiday is called “Golden Week”, which is a series of national holidays around the end of April to the beginning of May. This year, the Japanese had 10 days off including 2 weekends so many people went away and enjoyed a well-earned relax.

4. What are the key differences between doing business in Japan and New Zealand from a sales standpoint?

Things are very formalised in Japan. You need to know all the business etiquettes such as appropriate business attire, how to greet, how to talk, how to write emails, and so on. The decision-making process often takes longer as they carefully assess the situations and try to come up with the best possible outcomes for everything. You will often be required to provide detailed information and forms and it is important to be prepared for this.

Business is much more flexible in New Zealand, so it is easier to communicate with your customers. However, clients will expect you to always be available to help them with any queries or issues, and if you fail to be contactable you are at risk of customers easily switching to a competitor. In this way New Zealand business can be just as demanding as business in Japan.

5. What three things should people know about business relationships in Japan?

• It takes time to be close with Japanese customers. It is crucial to be patient and to show upmost respect to create long lasting relationships.
• There is still a strong hierarchy structure and seniority system. Even if you are one year younger than the person in front of you, you must respect their age by using formal vocabularies and appropriate body language.
• Never be late for your appointment or any due date! Remember that the Japanese are very organised.

6. Are there any big no-nos when dealing with Japanese clients?

Don’t be too pushy or aggressive. You are still very far away from being a friend of theirs. Remain calm and patient throughout.

7. Does it help to use two or three phrases, even if you can’t speak Japanese? If so, what are they?

Yes, it can be a great sign of respect. One word “Do-mo” works well in many situations. It can mean “hello”, “thank you” and “good bye” and so it’s a good one to remember.

Techbuyer is a global company that specialises in the buying, selling and refurbishing of networking and data centre equipment. We stock servers, storage and networking equipment from major brands such as HP, Dell and IBM, all of which are stored in our six warehouses across the globe, including locations in Australia and New Zealand. Take a look at our website or get in touch if you can’t find what you’re looking for.