With new trade agreements, the growth of multinational corporations, and the restructuring of organizations, businesspeople are interacting more and more with individuals from other cultures. This can present an entirely new set of challenges. How effective are you in dealing with these situations? Do you assume that the standards you grew up with are the norm? Do your cultural beliefs affect how you interpret the behavior of others?
If not handled properly, these cross-cultural challenges could close the door on business opportunities. Here are five things that cause misunderstandings between cultures.
“Standard” Norms
We assume that the way we do things is the standard and that any other way is considered wrong. Ask most Americans, “Which side of the road do the British drive on?” Most will reply, “The wrong side.” It isn’t wrong, just different. Our beliefs and practices—in life and in business—are not necessarily shared around the world.Business Priorities
In the United States, contracts are very important. We focus on the deal. Yet there are many cultures whose business priority is to develop a relationship with you first before considering your product or service. It can be very frustrating when your prospects want to take you sightseeing, feed you a meal, or suggest you rest for a day or two before giving your presentation. If you are impatient with their relationship-building process, you will never make the sale.Language and Words
Just because your international counterpart speaks English does not mean that you have the same understanding of specific words. Roger Axtell, in his book Do’s and Taboos Around the World, shares this story: A young exchange student from Iceland was staying with an American family. The wife offered to help him unpack. As she did so, she asked why he had all these forks in his suitcase. He replied that whenever he went to a dinner in an American home, the hostess would clear the table for the next course and say, “Keep your fork.” So…he did!Our use of slang or business idioms can be very confusing to someone from another culture, and vice versa. People from many cultures, especially Asians, will not say “No.” Instead, they will avoid the issue. They may ask an unrelated question, say it is inconvenient to discuss the issue at this time, or reply that you will have an answer shortly.
Gestures and Facial Expressions
Gestures and facial expressions are not universal. If you give the “OK” or the “thumbs up” sign to colleagues from another country, you may be presenting them with an obscene message. Crossing your fingers as a sign of good luck is interpreted as offensive in some places. Nodding up and down does not always mean approval; some use it to convey “No.”Space, Touch, and Distance
Cultures vary widely in their beliefs about the proper distance between participants in a conversation. Some cultures touch more than others. An Arab businessman may grab a male visitor’s hand, as a sign of friendship, when walking down the street. Yet in Texas, you might be shot for that same behavior.Whether you are seeking new business within the multicultural arena in the United States or doing business with companies abroad, cross-cultural knowledge is the key. Be aware of these cross-cultural challenges so that you can get down to business with fewer misunderstandings and succeed in today’s global market.
©2008 Professional Image Management
If you would like to use this article in your newsletter or blog, you may do so. Please include our credit information: Written by Juanita Ecker, Professional Image Management www.professionalimagemanagement.com. © Copyright 2008. I would also appreciate it if you would send us a copy for our files.
Juanita Ecker, president of Professional Image Management, is a business etiquette and
international protocol consultant. She can be reached by phone at (518) 279-9388 or online at www.professionalimagemanagement.com.