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Practical Protocol: Cross-Cultural Connections

The rules of the game change when you're conducting business with people from different cultural backgrounds. Following are tips and tactics that will help you avoid faux pas, save face, and negotiate successfully in foreign lands.

By Hilka Klinkenberg

Meetings, conventions and trade shows account for almost half of all business travel according to a survey of business travelers by the U.S. Travel Data Center. With the globalization of business opportunities, meetings increasingly are held abroad. But, the moment you or your fellow travelers board an international flight, the rules change. What flies in Peoria won't get you where you want to go in Paris, Prague, or Pago-Pago. There is a great deal of truth to that old adage, "When in Rome. . . ."

To interact successfully with associates in another country, it's helpful to adjust to the communication style of the other person's culture. It can take months or years to feel completely comfortable and conversant in that culture, but it's possible with just a little research to find the basic information that will eradicate the major faux pas and grievances. To help you prepare for international business dealings, keep in mind a simple anagram: FIRST GET GOOD. The letters are clues to eight critical aspects of international etiquette and four crucial guiding principles of international interactions.

F: Forming Relationships

Only in the Germanic countries will people be as eager to get down to business as they are in the United States. Almost anywhere else in the world, but especially in Asian and Latin countries, it's important to first get to know the person with whom you're dealing to build a bond of trust. Three Fs of business in Asian cultures are family, friends, and favors. If you're not part of an extended Asian family or if you don't have close Asian contacts find the time to develop a friendship with a well-connected intermediary. Relationships, once formed, are regarded as long-lasting bonds of loyalty that must be respected.

I: Information and Communication

If you have no idea how someone from another culture communicates both verbally and non-verbally, you can't possible negotiate effectively. All Asian cultures put a great deal of emphasis on the concept of "face." In order to "save face," theirs or yours, you will seldom get a direct answer, especially if it is "no." You will hear "yes" a great deal, but that doesn't signify agreement, only acknowledgement. In the homogeneous Japanese culture, emphasis is placed on non-verbal communication. However, it's difficult to heed non-verbal clues when you're uncomfortable with silence.

Style and pace of speech also vary from one culture to another. Americans tend to be direct in their speech and don't beat around the bush using implied meanings and innuendos. As a result, Latins often consider us uncultured and lacking in refinement. Nowhere is this more evident than in our ability to too our own horns. In group-oriented cultures such as the Japanese, "the protruding nail gets hammered down," according to an old saying. Self-effacement is widely practiced, but even singling someone out with a compliment--as well-meant a gesture as Americans would perceive it to be--can be considered very offensive.

Pay heed to your volume, vocal quality, tone of voice and posture, because they are all indications of good breeding. Learn to listen and remember that, when in doubt, modesty is the best policy.

R: Rank and Status

One of the first indicators of rank and status in any culture is appearance. In most societies, people dress to maintain their public image and their status, rather than to be comfortable or to follow the dictates of fashion. Your dress signals your self-respect, your respect for the organization you represent, and, most important, respect for the person with whom you are negotiating. When in doubt, err on the conservative side and dress formally.

Greetings and introductions are clear indicators of status even in our culture, when executed properly. Who acknowledges whom, how deeply one bows and how long speaks volumes. If you haven't mastered the intricacies, stick to the handshake, but don't expect to get the solid American type. It's gauche in France to pump more than once from the elbow. Remember, too, to have plenty of bilingual business cards on hand wherever you go.

One of the most confusing aspects of meeting people with foreign names is not knowing which is which. Learn which cultures place the surname first, so you won't be addressing someone with the Chinese equivalent of "Mr. Bob." Never call someone by the first name unless you are specifically asked to do so; virtually nowhere else are people as informal in the manner of address as in the United States. Don't forget the titles that go with the name. They are usually a point of pride. In Germany, for instance, you might use a whole string of titles to address someone, and in Italy it's an honor to be addressed by your profession.

S: Space

Space is one of those seemingly inconsequential aspects of human interaction that can have major consequences elsewhere. The American personal bubble of space is much greater than that of an Arab or a Russian, but much smaller than that of a Briton.

Infringing upon another's personal space or inadvertently backing away when they enter your bubble can send unintended negative messages. Touching someone--even a hand on the forearm, an arm around the shoulder, or a pat on the back--is one of the easiest ways to violate personal space. When touch crosses gender lines, the consequences can be dire. Keep your hands to yourself!

Space in the business environment can also impact upon negotiations. Even many Europeans don't understand the American need for ample room. This can be especially significant when you're booking space for an event, for instance. Clearly spell out how much is needed, down to the amount of storage facilities. Don't assume anything. Consider, too, how the way offices are set up in other countries affects information flow. A great many more people than you can imagine might be privy to your business.

T:Time

Differing attitudes toward time are the major source of annoyance in international interactions, yet few people give it much thought. How far in advance appointments and bookings must be scheduled, to what extent punctuality is stressed or ignored, are all important considerations in remaining in control during negotiations. It can be totally unnerving when a task-oriented, linear-thinking American, who considers time a commodity to be managed, is confronted with a relationship-oriented Arab, Asian, or Latin, who considers time as flowing and flexible, beyond human control, and to be accepted whatever happens and regardless of who may interrupt and how frequently. It pays to develop some flexibility and patience to avoid angry outbursts.

G: Gift Giving

When going abroad, especially on business, Americans tend to worry more about gift giving than any other aspect of international etiquette. Except in Japan, it is seldom as important as Americans think it might be. That doesn't mean you can neglect your homework, however. Keep in mind, though, that giving too much and too often can be considered offensive. Always remember the basic considerations: to whom must you give gifts, what should you give or avoid giving, when should you give it, and how should it be presented? The answers vary from culture to culture, so be prepared.

E: Entertaining

As a foreigner, you can expect to be entertained, often quite lavishly. If you're dealing with the Chinese, you are also expected to honor them by reciprocating before the end of your trip. In other cultures the expectations of reciprocity may not be as blatant, but may be present none the less. Find the answers to the basic questions involving who, where, when, how, and how much.

While all this entertaining is going on, by the way, never forget that table manners count everywhere. Your idea of what's proper, though, might differ from someone else's. Eating with chopsticks or with your hands can be the least of it. Slurping, burping, and drinking from each other's glasses are just a few of the acceptable behaviors you may encounter in your business travels abroad.

Entertainment is seldom complete without toasts to honor guests and host. A few well-chosen words can get you further than hours over the bargaining table, so give some thought to the subject beforehand.

T: Taboos and Sensitivities

Taboos and sensitivities vary from culture to culture, sometimes without apparent rhyme or reason. It's simply necessary to learn beforehand what they are. The most common ones stem from politics, religion, ethnicity, geography, gender and misunderstood humor. Jokes don't translate well, as a rule, so leave home without them and you'll be less likely to offend.

GOOD

The first guiding principle of international interactions is the new Golden Rule: "Do unto others as they would do unto themselves." That sounds simple, but the effect can be profound, because you no longer set yourself up as the arbiter of acceptable behavior for someone from another culture.

The second and third guiding principles are opposite sides of the same coin. Do your homework so you don't give unintentional offense through ignorance of the culture. More important, don't undermine yourself by taking offense where none was intended, when another person was simply behaving according his or her cultural norms.

Every culture is different; that's the fourth guiding principle. Even when certain cultural traits are similar, the overall combination of behaviors and beliefs is unique to each culture. You can't expect to be successful in the international arena by winging it or behaving the same way you do on your home turf.

Meetings in international settings are ideal opportunities to broaden your horizons and those of the attendees. But don't depend on everyone to do their own homework; share the results of your research and enhance the chance of success of your next event by preparing participants to "act local." Include handouts, give lectures, set up workshops or interactive sessions to enlighten your group about the culture they're visiting. Such steps will enhance their understanding and enjoyment of the culture they will be encountering, and also make your event truly global.

Hilka Klinkenberg delivers keynotes and seminars on business etiquette and international protocol. She is the founder and managing director of Etiquette International and author of At Ease. . . Professionally (Bonus Books).