Etiquette for International Business Success Wortechologies Life - Coaching - Personal Development

In the early 1980's when I started to plan international meetings we thought about freight forwarding, negotiating in foreign currencies, airlines to collaborate with, tax deductibility, finding something for the participants to enjoy while they were in that exciting location and producing a positive experience that would not be forgotten. The most important part of the experience was one we did not pay attention to -- international business etiquette.

Going global was the buzz-word of the day. Companies sought new markets outside of the United States and associations sought new membership. But there was a problem. We didn't think we had a problem. We as Americans thought that all we had to do was the same thing we were doing at home but in a different language. Using that belief we made lots of mistakes. I was on the "learn as you go" bandwagon. At the time it didn't occur to me that I had to hit the library before make the logistical phone calls. My international experience to that point was vacations as part of tour groups -- sheltered from the logistics and allowed to just enjoy the "experience". But now that I had to be the logistical coordinator I knew I didn't have the skills.

Having grown up among diplomats, I knew the word "protocol". I thought that it was just a consideration of diplomacy; and it is. But as an international meeting planner, I assumed the position of protocol officer without the title. I quickly learned that it was my job to understand and use the difference in cultural expectations to get the job done. International business etiquette became important. As an American, I believed that things should be decided quickly, acted upon just as quickly and reveal results that were of course positive. My logistical partners -- hotels, ground transportation companies, caterers, and meeting support companies- assumed the roles of teacher.

Here are some tips that you should be aware of to be the best protocol officer you can be:

Communication is not the same as it is in the US. Americans like to "get to the point" and know definitively what is going to happen at each step of the way. Our communications, both written and verbal, are more hurried and much like outlining an event schedule. During questions from a Japanese meeting planning team, one hotel sales executive responded with "no problem" which was interpreted as "no, there is a problem." and the hotel lost the business. In Asia, the Middle East and in many part of Europe, communication is more looped. It starts with social chat, may include a mention of the work at hand, and then goes back to social chat. American may become frustrated with the time it will take to get consensus on a point but are warned not to hurry the process. Understand that the relationship between the parties is more important than the contract. In negotiations with vendors," no" doesn't mean "no" most of the time. It means "maybe". Sometimes, as in Asian countries, "maybe" means "no".

How you dress sets the tone for your business relationships overseas. Fortunately the conservative navy or grey suit for men and women is proper just about everywhere. It conveys a sense of professionalism. For women, a modest neckline is just as important.

You will need twice as many business cards overseas as you need at home. In almost every office meeting you will give one to the receptionist as well as to your contact. Knowing that you always give your business card with your right or both hands is helpful. The left hand is historically the "dirty" hand and reserved for personal hygiene so accepting a gift or card from it has its own negative connotations. Don't forget to have your business card translated on the opposite side when doing business where the primary language is not English.

Eye contact is revered in the United States and is perceived positive when determining honesty and trustworthiness. But don't hold your gaze too long in Asia. A steady gaze is considered aggressive and even hostile. The rule to abide by is if you feel that your eye contact is making someone uncomfortable, look away. In most cultures intermittent eye contact is acceptable.

Greetings can be tricky. Handshaking is firm and relatively short (3 seconds) in North American and Northern European business. However a lighter (limp) but lingering handclasp (10-12 seconds) is the norm in Asia. To make a great impression, go along with cultural norms. Keep your balance -- what you get should be what you give in return.

In the United States we have gift-giving in business regulated by Congress. There are limits to the value of gifts you receive from other American companies. Other countries generally don't have those limits and gift-giving is an important bond to business relationships. But there is an art to giving gifts. Knowing when to give, what to give, to whom to give it, and how to wrap it are equally important. Keep in mind, leather gifts are inappropriate to give to Hindus. Alcohol and any product made with it would be taboo as a gift to a Muslim. Knives represent severing relationships so forgo that lovely carving set. Where a gift is manufactured is equally important - no gifts made in China to a Japanese client. It is always best to give a gift representing your company, industry or country, made in your country.

There are mandatory gift-giving holidays around the world. In Japan, gifts are exchanged July 15th or mid-year and at year's end -- January 1st. At your first meeting with a new client or supplier, exchanging gifts will be the norm. Some suggestions of good gifts that work almost anywhere are picture books of your town or country, high quality writing instruments, Native American artifacts, travel accessories such as candles, air purifiers, compasses (Muslims need to know the direction of Mecca) and zoom binoculars. Any intellectual gift will be appreciated. These include books, music and handicrafts (art).

You may not have thought about it, but colors have a strong influence in how you are perceived abroad. While red is a power color in the United States, in parts of Africa it is a color of mourning. In Asia it is a lucky color while in Russia and many countries of the former Soviet Union, red still stand for communism and the blood of revolution. In Latin America, the color purple reminds of death. In Asia white is the color of mourning. Color considerations must be given to gifts as well as dress.

The United States has equalized men and women in business. Still in many cultures, women are not as quickly accepted into the role of competent business people. Because of their cultural norms, it will take time for international business contacts to trust your knowledge and competency. Be patient and keep up the professionalism. Often women are ignored at business meetings if they are there with male colleagues. Historically they have been seen as assistants, not the ones in charge. It often is important for the group to overtly refer to the women and their opinions on matters to keep all parties included in the meeting.

Still another consideration on doing business and being successful in the international area is the concept of promptness. In All of Northern Europe, Scandinavia, The Netherlands, Germany, Switzerland, and Belgium they have a high regard for promptness. Being 10 minutes early is a appreciated. In the United States, Canada, United Kingdom, France and Australia promptness is appreciated. However, in Southern Europe (Spain, Italy, Greece, Etc.), most of the Mediterranean and Arabian Gulf Countries (except at banquets) a meeting may be scheduled for 2pm and actually begin between 2:30 and 3:30pm. In most of Latin America and Asia it is even more lax and every appointed time is just estimation. You can't go wrong by being on time, just bring a book to read or work to occupy while you wait. Keep in mind that Americans are almost the only people on earth who eat dinner at 6pm. Assume you will eat later than usual and keep that in mind when planning group dinners which include local colleagues.

As a final thought, I encourage you to seek out global opportunities, even with all the considerations you must give to local customs and expectations. Nothing encourages personal growth more than reaching out and learning to get along with others who are different and unique. Interaction with the world adds to our mutual understanding and a better chance that we will all get along someday.

About the Author
Cynthia Lett is an eminent etiquette and protocol expert with over 27 years teaching the subjects to professionals worldwide. She is the Executive Director of the International Society of Protocol & Etiquette Professionals and Director of The Lett Group. She has earned the distinctions of Certified Etiquette Professional (CEP) and Certified Protocol Professional (CPP). Learn more about business etiquette. Cynthia Lett may be contacted at http://www.lettgroup.com. Click here to view more articles by Cynthia Lett.