The Myth of the Slow Japan Sales Cycle: Accelerating Sales for AI Startups
By Mike Kim, Founder of Gradient Consulting
It’s a common belief in the global business community that selling to Japanese companies moves slowly. When it comes to signing a Japanese customer or partner, many say, “Japan is slow.” This stereotype, while rooted in some truth because of the relationship-building required for business, is not always accurate.
In reality, Japanese corporations can move with surprising speed, especially when you:
Know the right people, the ones who actually buy or use foreign AI startup technology
Have already built trust and credibility with those stakeholders
Can drive alignment and consensus across multiple teams inside the enterprise
Understand how startups operate and the nuances of early-stage technology
Have prior experience working with Japanese corporations as a representative of a foreign AI startup
If you have these building blocks in place, I’ve seen deals with major companies (some with more than 100,000 employees) close in under five months on a regular basis. For a startup introducing a trailblazing solution that is new to the market, this is incredibly fast. Under five months is fast by any standard for an enterprise early-stage startup solution selling internationally. The fastest deal I’ve seen among my early stage startup clients went from first meeting to signed contract in just two months and five days. For a large enterprise, that timeline stands up against any deal in the U.S. or Europe.
The idea of a consistently slow Japan sales cycle is a myth. The reality is more nuanced: the process is not always slow, but it is structured and relational. When the right conditions align, that structure becomes a framework for rapid decision making, not a roadblock. As in any market, if the timing is right, the company has a clear business need, and you are talking to the right people, the process can move surprisingly fast.
One Crucial Caveat
While this article highlights how to achieve speed, it’s important to remember that a fast deal usually rests on a foundation built over time. Speed does not replace the need for a deep understanding of Japanese business culture, including the importance of trust, respect, and long term relationships. I explore these foundational elements in another article, Understanding Japan Sales Cycles: What AI Startups Need to Know to Sell in Japan.
I should also note that many of the accelerated deals I describe happened because at Gradient Consulting we already know the right companies, the right people, and which organizations are open to AI startup solutions. I have written separately about how a GTM consultant can accelerate your business in my article 7 Essentials for Hiring a Go-to-Market Consultant for Your Startup. If you are entering the market without these contacts or context, then yes, be prepared for a long sales cycle. This is not unique to Japan, it is true in any market.