It’s Not All Fun in the Sun
Japanese travelers come to Hawaii, and other U.S. Resort areas in huge numbers, spend 5 times what other travelers spend, and do it in less than half the time. Resort retail salespeople owe it to themselves and their stores to learn how to sell to the Japanese.
The first step is an understanding of some basic facts that attribute greatly to the huge amounts spent by our Japanese visitors.
The next step will be how to align yourself to successfully sell to the Japanese. Some companies exist on Japanese sales, some others can’t seem to crack the market, even though they may sell very similar products at fair prices. None of this is coincidental.
Two Big Factors are:
1. II OMYAGE - That means good OMYAGE, or souvenir. To qualify as good (II) OMYAGE your product must be in one of two categories:
A. Worldwide Name Brand Products: We all know who they are, and Japanese travelers spend millions on them.
B. Locally Made: Products that originated in the place being visited, or are in some way are unique to the place being visited.
The OMYAGE givers determine the amounts being spent. Visitors have all ranges of OMYAGE obligations to fulfill. Millionaires must buy trinkets, and workers often times buy gifts for millionaires.
2. SERVICE - In Japan, the customer is the King or Queen, OKYAKUSAMA. People who grow up in that culture expect good customer service. Companies, who learn how to combine appropriate service with II OMYAGE, will sell well to the Japanese.
We sell to the Japanese the same as we do to anyone.
1. Establish Communication.
2. Give Information.
3. Assist in the buying decision.
And… you do not have to speak Japanese. Most of them had 6 years of English in High School and will enjoy using it in your store.