Why Partners Matter More in Japan (for Many B2B Offers)
Japan is relationship-driven, and many buyers prefer vendors who can operate within local norms: invoicing, contracting, support, and implementation.
Partners can accelerate:
- Credibility (borrowed trust)
- Access (existing relationships)
- Procurement (local invoicing and standard terms)
But partner strategy fails when it’s treated as “find someone to sell for us.”
1) Choose the Right Partner Type
Common partner types in Japan:
- Distributor: broad reach, logistics and billing, often portfolio-driven
- Reseller: sells to their accounts, needs clear margins and support
- SI / Implementation partner: critical for complex deployments
- Agency / Consulting partner: wraps service around your product
Pick based on your offer:
- If implementation is complex → prioritize SI
- If procurement is the main barrier → reseller/distributor with invoicing ability
- If education is required → consulting/agency partner
2) Define the Partner “Job” and Success Metric
Partners need a clear job:
- Generate leads?
- Close deals?
- Implement?
- Support?
Then define success metrics:
- Qualified pipeline created
- Pilots started
- Conversion rates
- Implementation success outcomes
Ambiguity creates inactivity.
3) Economics: Simple, Explainable Incentives
Typical structures:
- Margin on resale
- Referral fee
- Implementation fees (for SIs)
- Joint packages (product + service)
Avoid confusing tiers early. Start with one clear model and refine.
4) Exclusivity: The Most Common Early Mistake
Exclusive deals can reduce learning and lock you into a weak partner.
If you must offer exclusivity:
- Limit by vertical or region
- Set performance requirements
- Include termination clauses
Prefer “prove it first” with a 90-day trial period.
5) Enablement: Give Partners Sales-Ready Materials
Minimum enablement kit:
- Japan landing page
- One-page overview (Japanese)
- Pitch deck with implementation plan
- FAQ (procurement + security)
- Pilot offer (fixed scope)
- Competitive positioning guidance
Also schedule:
- 1 enablement session + recorded version
- Monthly pipeline review
6) Lead Handoff: Make It Operational
Define:
- What counts as a qualified lead
- Response time expectations
- Who owns what stage
- How you share updates
Japan deals require trust—partners will stop sending leads if follow-up feels slow or unclear.
7) A 90-Day Partner Launch Plan
Days 1–30: Design
- Select partner type(s)
- Create enablement kit
- Define pilot offer and process
Days 31–60: Recruit
- Outreach to 15–30 candidates
- Run 8–12 partner meetings
- Select 2–4 to trial
Days 61–90: Activate
- Enablement training
- Joint outreach campaigns
- First pilot proposals
- Review performance and iterate
Partner Checklist
- Partner type aligned to product and buying motion
- Clear “partner job” and metrics
- Simple incentives and terms
- Limited exclusivity (or none) with performance clauses
- Enablement kit ready
- Lead handoff and reporting process defined
Want Help Finding or Vetting Japan Partners?
If you want to build a partner program without getting trapped in exclusivity or misaligned incentives, contact us.
This article is general guidance and does not constitute legal advice.
