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How to Negotiate with Japanese

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Culture Japonaise, holisme Collectif Face à un groupe L’individu seul n’a pas de poids décisionnel Face à un groupe, hiérarchisé, chaque membre du groupe à un rôle précis, décision sous forme de délégation RDV très détaillé Ils sont très rigoureux, tenue importante L’Age à de l’importance plus ont est âgé on est respecté et haut placé Placement dans la pièce déterminé en fonction de la hiérarchie Rester simple, pas de courbette Tout prévoir à l’avance Cinq premières minutes : On ne rentre pas dans le sujet phase des préliminaires, laisser parler. Importance du non verbale, geste et non verbale différent de la France « Tsuwa » mot qui débute la négociation (à vrai dire) Pas d’affrontement Savoir prononcer le nom de la personne Cache leurs sentiments Il faut parler au groupe Toujours tenir ses promesses Veulent une complète satisfaction Quand ils invitent au restaurant c’est un bon signe Ne pas confondre chinois et japonais Garder son sang froid Décision finale prise par toutes les personnes du groupe sans exception Prendre un interprète Rituel de boire et chanter (karaoké) après une négociation Phase des préliminaires plus longue que celle de la décision Tout est préparé et minutieux Suivi relationnel important après la conclusion.
Un gage de sérieux sera d’organiser avec soin tous les détails de votre voyage car les Japonais sont, sur ce plan, méthodiques et soucieux des détails. Le statut de l’hôtel dans lequel vous descendrez sera le reflet de celui de votre société.
Pour une communication efficace, préférez passer par un interprète, le briefer afin qu’il soit au courant de la situation, préparez le vocabulaire technique adapté aux produits, ce qui permet aussi d’éclairer certaines attitudes ou paroles qui n’auraient pas été comprises. La présence d’un interprète double le temps de parole, et raccourcit d’autant la réunion. Par ailleurs, un Japonais n’admettra jamais publiquement qu’il n’a pas compris le sens d’un mot ou d’une phrase. En outre, ceux qui parlent anglais ne sont pas nécessairement les preneurs de décision.
Dès la prise de rendez-vous, qui doit se faire suffisamment longtemps à l’avance, annoncez à vos interlocuteurs japonais qui vous êtes et quel est votre objectif. Cela leur permettra de sélectionner la ou les personnes qui seront le mieux à même de traiter avec vous. Il est indispensable d’être à l’heure.
Il faut soigner tout particulièrement la présentation de votre société et de vos produits, N’hésitez pas à leur envoyer des documents de présentation de vos produits au préalable (en anglais, ou mieux, en japonais).
Lors d’une mission de prospection, emportez toujours des cartes de visites en grand nombre, en anglais, et si possible en japonais au verso. Pour le premier rendez-vous, c’est à vous de présenter votre carte en premier (étant en position de « demandeur »), à deux mains et en vous nommant. Lorsque vous recevrez celle de votre interlocuteur, prenez le temps de lire son nom, son titre et le nom de son service en tenant sa carte de vos deux mains. Manquer de respect à sa carte équivaudrait à l’offenser directement. Une fois les cartes posées sur la table (de manière à indiquer les positions respectives de vos interlocuteurs), les discussions peuvent commencer. Ce n’est qu’à la fin du rendez-vous que vous pouvez ranger ces cartes, sur lesquelles vous n’aurez rien écrit, de préférence dans un porte-cartes ou un portefeuille. Attention : les Japonais n’utilisent que des cartes de petit format (5,5x9 cm, « format américain ») : si vous lui présentiez un format plus grand, votre interlocuteur serait dans l’embarras pour la classer !
En général, les Japonais auront prévu un ordre du jour assez précis qu’il convient de respecter. En début d’entretien, il est souvent utile de préciser à nouveau votre fonction, votre société et l’objet de votre mission. Il est également utile de reformuler tout ce qui va être dit, pour prouver que l’on comprend bien tous les éléments. A la fin de l’entretien, laissez la partie japonaise reformuler globalement en premier, quitte à rectifier par la suite. Il est important, aussi de prendre des notes durant l’entretien (par exemple, les conseils et suggestions de vos interlocuteurs).
Les Japonais font souvent des hochements de tête et des interjections (par exemple « Hai ! »), lors de la conversation. Ceci montre que vous avez leur attention et qu’ils ont compris ce qui vient d’être dit, mais n’a aucun lien avec le fait qu’ils soient d’accord ou pas... Par ailleurs, les Japonais n’aiment pas dire « non » directement. Il faut donc être attentif aux signes de refus, tels que des réponses évasives ou des changements systématiques de sujet. De même, un silence ne doit pas être interprété comme un signe négatif, mais plutôt comme une période de réflexion. Les hommes d’affaires japonais sont

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CIE5PSC
ANNEXE 8 (suite et fin)

doués d’une grande capacité d’écoute. Pour obtenir des informations, il faut donc savoir leur laisser le temps de répondre sans les interrompre... Il est impératif de ne pas négliger ceux qui ne parlent pas. Il arrive souvent que les vrais preneurs de décisions restent « dans l’ombre », laissent les cadres moyens s’occuper des détails pratiques des négociations, et se contentent de donner leur décision finale. Il est donc très important de ne pas se fier aux apparences et de savoir reconnaître la personne en charge de la décision.
En général, aucune décision n’est réellement prise à la fin de l’entretien. Il faut encore que vos interlocuteurs en discutent entre eux. Cette recherche du consensus, inhérente à la mentalité japonaise, rend parfois les négociations longues et frustrantes pour les étrangers.
Le respect de la hiérarchie est un élément essentiel du fonctionnement de l’entreprise – et de la société – japonaise. La direction au Japon est essentiellement en charge de l’orientation à long terme et de la représentation de l’entreprise, tandis que le personnel « en bas de l’échelle » se trouve plus impliqué que ses homologues occidentaux. Il ne faut donc pas voir comme un signe de désintérêt le fait de ne pas rencontrer son homologue hiérarchique japonais lors d’une première rencontre. La hiérarchie est toujours affichée clairement du côté de la délégation japonaise. Par exemple, l’entrée dans la pièce et les présentations se font généralement par ordre décroissant d’importance et il est fortement souhaitable que votre délégation respecte les mêmes règles. Il est essentiel de ne pas se contredire l’un l’autre devant la délégation japonaise, ou d’entrer dans de longs apartés.
L’entretien se terminera par la remise des cadeaux que vous aurez apportés, de préférence typiquement français. Il est cependant important de ne pas trop en vanter les mérites: les Japonais pour leur part s’excusent toujours d’offrir « une chose très insignifiante », si cher soit le cadeau. L’emballage au Japon a traditionnellement presque autant d’importance que le présent lui-même.
Il est possible, dans le cas d’un très bon contact, que l’entretien se poursuive en dehors du bureau. Être invité dans un restaurant traditionnel japonais est sans doute le meilleur gage de l’estime que vous portent vos interlocuteurs et de leur intérêt pour vos produits. C’est dans cette ambiance plus décontractée qu’ils se laissent aller à exprimer davantage ce qu’ils pensent vraiment. La soirée pourra se prolonger dans un bar ou un Karaoké, mais il est vraisemblable que vous serez raccompagné à votre hôtel avant minuit.
Les Japonais n’établiront de relation commerciale avec des étrangers que lorsqu’ils estimeront pouvoir leur faire confiance. De même, il est important de toujours entretenir vos relations avec vos interlocuteurs japonais, notamment par l’envoi de cartes de vœux, communiqués de presse, etc.
Il s’agit en effet de petites attentions auxquelles les Japonais sont sensibles, et ils se souviennent de vous lorsqu’ils rechercheront le type de produits que vous présentez. Dans la mesure du possible, restez toujours flexible afin d’accepter les modifications des conditions de vente (quantités minimales par commande, etc.) ou de vos produits : les changements apportés à la demande de votre importateur permettront de répondre aux besoins du marché japonais de manière plus fine et précise. Ayez toujours à l’esprit ce que recherchent les importateurs japonais : une qualité irréprochable, le respect des délais de livraison (les retards sont inacceptables au Japon), et un bon service après vente.

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