It takes a long time in general before you can start a business with a Japanese company, so some non-Japanese try to do it in the Western way, approaching first the executives of the company. This approach will not work well.

Direct sales to the top would not work

The executive would probably hand your case over another person down the leader who is responsible for such matters, and you would have to explain everything all over again from the beginning. Furthermore, the responsible person would feel as if he were ignored.

Most Japanese companies try to get everyone’s agreement involved before conducting business newly. As a result, everyone executes his/her assignment. Even if the business deal fails, no one takes direct responsibility.