02/ 08/ 2007
by Marcia Passos Duffy
What You Need to Know When Doing Business Overseas
It's no secret that we live in a global economy. Even the most modest business will most likely have to meet or correspond via telephone or e-mail with businesspeople from around the world. While we may be well-versed in the etiquette of U.S. business, we may not fully appreciate what doing business is like in another part of the world.
For example, if a business deal is sealed in America, and in your enthusiasm, you give a friendly "OK" sign with your hands to a client, you'll probably be met with an equally enthusiastic "OK" gesture. However, in Japan, it would cause confusion because the sign means money. In Brazil, you might ruin the deal since this sign is an extremely offensive gesture.
The most important element of having successful international business relationships is to appreciate and respect the cultural diversity of another country (or even another region of the United States for that matter), and try and learn what is acceptable and unacceptable to the people of that culture.
Remember, what goes for one country may be different for another, even a neighboring country. This might sound like an overwhelming task, particularly if you have clients or dealings in many countries. Remember that learning about the customs of different countries can be fun, and your efforts will be rewarded in goodwill and more business.
While there are no hard and fast rules for global etiquette, customs vary from country to country (even region to region), so here are some guidelines to help:
1. Remember, relationships are important. In most countries, businesspeople want to get to know you before getting down to business, particularly those from Latin America and Asia. Don't rush into business talk.
2. Leave the trendy, loud clothes at home. Most of the world dresses conservatively in business, so dress appropriately modest. One exception is Hong Kong, where you might want to don a red tie or scarf--it is a much-appreciated symbol of good luck.
3. Know who is boss. Understand the protocol when dealing with the hierarchy, which may not always be obvious to an outsider. It is also important to learn the polite way in which the leader of a group or business is addressed (not usually by his or first name and usually with a title) and introduced to others.
4. Know when to kiss, shake hands and make eye contact. For the most part, you can't go wrong with a handshake in business circles around the world. However, how you shake hands does send a message: Americans tend to have a firm, quick handshake, with steady eye contact and a smile. But in Japan, this is considered a bit impolite--a light handshake is preferred. And in Britain, a gaze that is too long is considered rude. Always be prepared to bow or even to be the recipient of a hug or kiss in other countries. Also be very conscious of the fact that, in general, Americans tend to be more standoffish than some other cultures, and your international client may stand a little too close for your comfort. Try to understand this since backing away can be viewed as an insult.
5. Understand the time differences. Not just the time zone, but the way other cultures view time. In many cultures, a 9 a.m. sharp meeting could really mean 9:30, 10 or even several hours later! Regardless, in this instance, stick to your own Americanized view of punctuality and be on time, but also be understanding of the culture in which you're conducting business. It does not help to get angry or upset if your international client comes in late.
Knowing your global manners and etiquette are important in both face-to-face communications and telephone or e-mail communications. One good first step is to simply acknowledge that things are done differently in other countries--and there is no right or wrong. Judging other customs--even silently to yourself--only serves to keep you at a distance from your potential clients or business partners, and this will come through eventually in your communications with others.
For more information or to do your homework about a particularly culture, research the Web, which has a wealth of information about intercultural communications, etiquette and manners during international business travels, correspondence and extended overseas assignments.
