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You’re
taking a trip overseas to present a business plan to your
company’s prospective international partners. It’s a difficult
presentation but you’re confident all the details have
been worked out. You’ve rehearsed a million times, once
before the CEO (and you handled her questions quite nicely,
thank you). You plan to arrive in the country a day early
so you can overcome the jet lag and be quick on your feet.
New suit, fresh haircut…. You’ve got all the important
angles covered, right?
Wrong.
In
the global economy, “business” is only one part of the
battle. Cross-cultural awareness, often wrongly thought
of as fluff and polish, is not optional. World cultures
may have become more tolerant of American bumbling for
the money we bring, but make no mistake — social tact
can determine who gets the contract, and a strategy that
addresses the business styles of your target country is
just as important as rehearsing your presentation.
Stick
to Formalities
Be prepared for a very formal atmosphere in all your dealings
abroad. Status is very important — your position in the
U.S. will dictate whom you will meet in your target country.
Appointments are always necessary, and the lead-time to
make an appointment increases with the importance of your
contact. Government officials or local businesspeople
who have not met you personally will not take your calls
directly. And don’t expect to conduct business over the
telephone, especially with someone you have not met personally.
Be
Careful with Introductions and Titles
Good communication skills will usually get you further
than good technical skills. Nowhere is this more true
than in the international arena. Americans may simply
chuckle at an incorrect introduction, then move on to
other matters (because, after all, time is money), but
your international counterparts won’t take such things
so lightly. A sloppy introduction can be a major faux
pas. Business introductions are determined by precedence
— juniors are introduced to seniors. Get that backwards
and the international CEO might believe you rank him below
your assistant.
Research
the correct titles and pronunciation of the names of the
people you will meet. Do not stumble on the names — teach
your tongue to make those sounds. And be keenly aware
of the appropriate time to switch to first names. Instant
familiarity is usually inappropriate. Using first names
in the U.S. is intended to personalize the meeting, to
remove social barriers and get down to business. In many
countries, titles are
business, and calling new acquaintances by their first
names (or inviting them to call you by yours) can create
extreme discomfort.
Research
the Protocol of Greetings and Space
Today a handshake is the recognized form of greeting throughout
the world, but it can be only a part of the process. In
Japan, a greeting is often a bow and a handshake. In certain
cultures a handshake may progress to embraces and kisses
on both cheeks. The “double-clasp to express sincerity”
doesn’t work well in the Middle East, where the left hand
has its own cultural significance. And as far as the kissing,
is it lips-to-cheek or only cheek-to-cheek? Twice or three
times? Understanding the distinction may make the difference
between appearing eager for a contract or eager for a
date.
Another
important aspect of international communication is proxemics
… or space. The “comfort zone” of personal space varies
in different societies from 12 to 36 inches. Certain cultures
are often insulted that Americans back away from them
during a conversation; other cultures are offended when
we come too close and invade their space.
Honor
Business Cards and Host Terminology
The Japanese have taught the world the importance of business
cards. Take great care in presenting your card to others
— never hand out a card that is defective, out of date
or soiled. Carry cards in a case that is leather or silver,
not plastic. Have your cards printed in English on one
side and in the language of your target country on the
other. Present your card native-language side up. And
when you receive a card, take the time to study it. Your
counterpart has worked hard to get where she is and that
card represents the sum of her efforts — do not scribble
information on it or stuff it in your pocket.
Learn
the terminology of your target country.
Americans talk about gallons and inches, while
Europeans talk liters and centimeters. We meet at 1:00
p.m., but in Italy it’s 13:00. June 9th is
written 6/9/00, but in France that would be the 6th
of September. A major U.S. corporation recently lost hundreds
of thousands of dollars by not knowing that Germans “reverse”
the usage of commas and periods in their numbers. $7,000
U.S. (seven thousand dollars) can become 7,00 DM (seven
deutchmarks) after the German accountant eliminates the
“unnecessary” zero.
More
Do’s and Don’ts
- Don’t
cross your legs. Showing the soles of your shoes is
an insult in the Middle East.
Keep both feet flat on the floor.
- Don’t
use your hands to “talk,” and refrain from nervous gestures
such as fingering a ring or a pen.
- Don’t
be abrupt, loud, or boisterous. Understand the implications
of interrupting or contradicting.
- Don’t
refuse hospitality. Declining tea or coffee may be interpreted
as a lack of trust and an insult.
- Learn
at least a few words in your host country’s language.
“Thank-you” goes even further in the native tongue.
- Sharpen
your formal dining skills. Your meetings will likely
involve at least one sit-down meal.
- Know
the proper attire. “Casual Friday” does not exist in
the international arena, but a suit is not always the
answer.
_____________________________________________________
Susan
Witt Protocol Services offers seminars and
consulting in business and dining etiquette, international
protocol and executive communication skills. Ms. Wit's
protocol background comes from representing the U.S. government
in Europe, the Middle East and Asia. In addition she has
been involved with all aspects of protocol and planning
for major international events including the 1996 Olympic
Games and America's Cup Challenges. Ms. Witt is an adjunct
professor at San Diego State University and teaches her
curriculum as part of the International Business Program.
For more information please call (858) 259-9051 or e-mail
suwit@att.net.
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