 |
|
Review focus: Etiquette in Japan, Aisatsu (greeting) custom, sincerity, appreciation of the business relationship
Asian Business Code Words Index NTC/Contemporary Publishing Company Asian Business Strategy & Street Intelligence Ezine
|
To understand the nature and importance of etiquette is Japan it helps to think of the whole society as one giant charm school in which a very carefully prescribed militaristic form of interpersonal behavior is the norm for personal conduct, particularly within organizations and companies where it is often rigidly enforced. There are, in fact, very strong elements of both a military and charm-school type of training in the behavior of the Japanese - to the point that Americans and other Westerners, with their far more casual and informal manners, are often ill at ease in meeting and associating with Japanese. One facet of Japanese etiquette that is very important for foreign businessmen to understand and assimilate is the aisatsu (aye-saht-sue). While translated as "greeting", aisatsu entails much more than what this English term suggests. It incorporates serious social as well as business obligations that are essential to fulfill at the right time and in the right way in order to maintain favorable, effective relationships. The proper fulfillment of aisatsu obligations requires that businessmen have regular personal contact, that special occasions be acknowledged through personal visits, congratulations and/or gifts, and that all of these be done in a stylized manner that has been sanctified by centuries of usage. One of the most important occasions calling for aisatsu occurs right after the New Year holidays, at which time aisatsu mawari (aye-sot-sue mah-wah-ree) or "round of greetings", is a strongly entrenched custom. Salesmen visit their accounts, and managers and executives visit their vendors, suppliers and bankers to acknowledge their business and support during the year just ended and ask that they continue their patronage during the new year. Because of the aisatsu custom, very little work is done in most Japanese offices for the first two or three days following their reopening after New Year's. On a higher managerial level, appointments are made for most aisatsu visits to make sure the right people are in their offices. Lower ranking people, including salesmen, however, often visit their main clients and contacts without advance notice. The most common of the institutionalized aisatsu phrases used at the beginning of the new year is: Saku nen chu wa taihen O'sewa ni narimashita. Mata kon nen mo yoroshiku O'negai itashimasu (Sah-kuu nane chuu wah tie-hane Oh-say-wah nee nah-ree-mah-sshta. Mah-tah kone-nane moe yoe-roe-she-kuu Oh-nay-guy ee-tah-she-mahss) - which means, "We are deeply obligated to you for your patronage and help last year, and extend our deepest gratitude. We ask that you please continue doing business with us this year." Failure to perform the expected aisatsu ritual, with its precise behavior and language, can be a major slight. Performing the ritual property is a conspicuous sign of sensitivity to the feelings of the recipients, of goodwill and of gratitude. It shows that the individual making the rounds is sincere, appreciates the relationship and, by extension, is dependable and deserving business. Other universally recognized occasions calling for formal aisatsu visits include when an important contact is promoted or suffers a death in the family, and when a son or daughter marries. Courtesy visits are also vital when first establishing a relationship with a Japanese company and to mark such important events as personnel changes on a managerial or executive level. It is not proper to actually discuss business during an aisatsu visit. This is one of the many occasions in dealings with Japanese on which one's real intentions are left unsaid, not only because everyone already knows what those intentions are in the first place, but also because the Japanese prefer to keep relationships of all kinds on as much of a personal basis as possible. The more personal elements one can bring into play in a business relationship with Japanese, the greater chances of success.
|
|
Boye Lafayette de Mente is one of our regular monthly columnists at the 
| This month's column is excerpted from Japan's Cultural Code Words, by Boye Lafayette De Mente available from NTC/Contemporary Publishing Company |
 |
| email updates | email this page | discuss | search | today's asian business strategy news | advertise | about |
| daily asian news, research & commentary for the international business strategy, market research & strategic management professional |