Understanding Japanese customers has been tricky over the years. Potential entrants into this lucrative market have spent large chunks of money to grab a share of the market. However, many of them failed to make considerable headways into it. There are many reasons for this failure. However, the chief among them is, that many of these foreign companies utterly failed to understand the buying process Japanese business customers follow. These losers did not try to learn from the mistakes of their predecessors. They did not study the Japanese market well. They simply used the same old marketing tactics they had been applying in other international markets. In the following lines, we are going to discuss what to consider when marketing to Japanese customers.