So, you’re traveling abroad for business and want to make a great impression as a “global insider.” You have your passport and trusty phrasebook in hand, ready to navigate unfamiliar territory. But many of us forget to pack one essential item, and its absence can lead to awkward and sometimes costly situations: an understanding of international customs.
Let’s dive into a real-life story to illustrate the importance of cultural awareness when doing business abroad:
The Tale of Geraldine and the Japanese Business Meeting
A seasoned speaker, Geraldine was excited about her first speaking engagement in Japan. She wore her favorite designer jeans and a casual jacket to ensure comfort during her long flight. Little did she know that fashion choices would be the least of her concerns.
Upon landing at Narita Airport, Geraldine was greeted by four impeccably dressed Japanese gentlemen. They smiled warmly and bowed courteously, presenting their business cards. In her enthusiasm, Geraldine accepted the cards with one hand, briefly glanced at them, and stowed them away in her back pocket. She then pulled out her business card, added her nickname “Geri” above her printed name, and handed it to them.
On the other hand, the gentlemen closely examined her card, flipping it over several times, seemingly searching for something. Afterward, one of them placed her card in his briefcase. Later, at the hotel, they presented Geraldine with a small gift. In her effusive manner, she exclaimed, “Oh, it’s beautiful!” and hugged each of them. However, the mood suddenly shifted. The gentlemen stood up, murmured “Sayonara” with minimal bows, and promptly left, leaving Geraldine bewildered.
Understanding the Cultural Divide
When embarking on a business trip to a foreign country, the thrill of new experiences often comes with an underlying sense of trepidation. The excitement of being in a new place and meeting new people can quickly be overshadowed by the realization that the world doesn’t always operate the same way. This is especially true regarding business etiquette, which can vary significantly from one culture to another. For example, a simple handshake in the United States could be met with a bow in Japan, and what’s considered a friendly gesture in one country could be perceived as rude in another.
One of the biggest challenges when traveling for business is navigating these cultural divides. In Geraldine’s case, her attire—jeans and a casual jacket—was an innocent mistake. Still, it was also a powerful reflection of how deeply ingrained cultural norms affect our perception. In Japan, business attire is not just about looking professional; it’s about showing respect. Formal dress codes signal that you are serious and have respect for the individuals and culture you are engaging with. Wearing casual clothes to a first meeting sends the message that you don’t take the relationship seriously, and this can be enough to damage any future opportunities. When Geraldine made her way from the airport to the hotel, the Japanese businessmen likely noted her attire, and, unfortunately, this would be the first of many missteps in their interactions.
Cultural differences are often subtle, but their impact is profound. Recognizing that every culture has its own set of unspoken rules is crucial. These rules can be related to everything from how one should dress to communicating nonverbally. In Japan, for instance, silence is often valued over speaking too much, and humility is celebrated over loud expressions of achievement. When Geraldine came across as overly expressive in her enthusiasm and warmth, it was perceived as a lack of restraint. Understanding these subtle differences before you embark on your trip can make all the difference in how your professional relationships develop.
The Sacred Art of Business Cards
In many cultures, business cards are more than just a way to exchange contact information. They are an extension of one’s professional identity, a reflection of one’s status, and a key part of relationship-building. In Japan, business cards are treated with the utmost respect and never handled casually. This respect is deeply embedded in the culture, where the business card exchange is often seen as the beginning of a professional relationship, not just a transactional exchange.
When Geraldine received the business cards from her Japanese counterparts, she made a crucial mistake by handling them carelessly. In Japan, the proper way to exchange business cards is to offer and accept them with both hands, examining the card before putting it away. This act shows that you acknowledge the other person’s position and take their information seriously. By swiftly shoving the cards into her back pocket, Geraldine inadvertently signaled a lack of respect. This behavior can be seen as an insult in Japanese culture, where hierarchy and status are significant.
Furthermore, business cards are not just for providing contact information—they are conversation starters. In Japan, discussing the card you’ve received with the person who handed it to you is common. This could involve complimenting the card’s design and asking questions about the person’s company. In Geraldine’s case, she missed the opportunity to foster meaningful dialogue and demonstrate cultural sensitivity by not giving the cards the time and attention they deserved.
In addition to the misstep with the business card handling, Geraldine’s decision to write her nickname on her card was another mistake. While writing one’s nickname may seem like a personal touch, in Japanese culture, it is seen as an unnecessary alteration of a formal business document. By changing the printed name, Geraldine inadvertently defaced the card, which is typically seen as disrespectful. In many Asian cultures, business cards are almost sacred; they are treated with great care and stored carefully. Disrespecting this ritual can lead to irreparable damage to a professional relationship.
The Gift-Giving Dilemma
Gift-giving is a fundamental aspect of many business cultures, particularly in Asia. Presenting a gift symbolizes goodwill, respect, and the intention to build a lasting relationship. However, gift-giving is also highly ritualized, and strict norms surround how, when, and even whether gifts should be exchanged.
In Japan, gifts are never opened in front of the giver. Doing so can create discomfort, as it might reveal a discrepancy in the perceived value of the exchanged gifts. If the recipient reacts negatively or is underwhelmed by the gift, the giver could lose face. Geraldine’s decision to eagerly open the gift in front of her hosts thus created a socially awkward situation. Her enthusiastic reaction, although well-meaning, could have made the givers feel that their gift was being judged.
The practice of gift-giving in Japan is also tied to reciprocity. It’s expected that when you receive a gift, you reciprocate in kind, ideally with a gift of similar value. Geraldine’s failure to reciprocate with her own gift was an oversight that could have been perceived as a lack of thoughtfulness. In many cultures, failing to offer a gift in return signals that you don’t value the relationship enough to put effort into it. The imbalance between receiving and giving could have left Geraldine’s Japanese hosts feeling uncomfortable or disrespected.
The way we react to gifts is also crucial. In many Western cultures, enthusiastic displays of excitement—like jumping up to hug someone—are common ways to show appreciation. In Japan, however, such public displays of emotion are considered inappropriate, particularly in formal settings. The quieter and more reserved your response, the better, as it shows restraint and maturity. Geraldine’s exuberant squeal of delight and subsequent hug likely left her hosts feeling uneasy, as it disrupted the formal, controlled demeanor they had anticipated.
The Pitfalls of Impulsive Behavior
One of the hardest things for many Westerners to grasp when traveling for business is the need for restraint. In many cultures, particularly in Asia, emotional control is seen as a sign of strength and wisdom. While it might feel natural to express excitement or affection, doing so impulsively can have the opposite effect of building rapport. In Japan, for example, physical contact—like hugging—is inappropriate in professional settings, especially with unfamiliar individuals.
Geraldine’s enthusiastic response to the gift, accompanied by a hug, was a classic example of acting impulsively without considering the cultural context. In many cultures, particularly those in East Asia, physical affection in a business context is considered unprofessional and overly personal. A firm handshake, if at all, is the most acceptable form of physical interaction. When Geraldine failed to restrain her emotions and instead threw herself into an affectionate hug, she unintentionally created an uncomfortable situation for her hosts. They were likely unsure how to respond to her behavior, which was completely foreign to their cultural norms.
Even the way Geraldine expressed her excitement about the gift—her loud squeal and exuberant response—was a stark contrast to the more subdued approach expected in Japan. In Japanese culture, a low tone of voice is considered a sign of higher status, and speaking loudly or with excessive emotion is seen as a breach of propriety. Geraldine’s vocal outburst, while a genuine expression of gratitude, may have come across as brash and out of place in a setting that prized quiet dignity.
The Importance of Understanding Local Customs
Before entering foreign soil, read a book on dos and taboos worldwide. Before you shake hands, give a gift, make gestures, or compliment anyone’s possessions, check it out. Your gaffe could ruin your entire gig.
Technique #42 – Clear “Customs”
Understanding local customs is vital for avoiding misunderstandings and building a strong rapport with your hosts. Geraldine’s missteps during her trip to Japan could have easily been avoided had she taken the time to research and prepare for the country’s cultural nuances. She inadvertently distanced herself from her Japanese colleagues by neglecting to familiarize herself with Japanese business etiquette, which likely affected their perception of her professionalism.
Global business relationships are often the key to success in today’s interconnected world. Whether you are attending a conference in Europe, negotiating a deal in Asia, or collaborating with a team in Africa, cultural awareness can significantly impact the outcome of your interactions. When you understand the customs, traditions, and expectations of the country you are doing business with, you demonstrate respect beyond mere politeness. You show that you value the relationship enough to make an effort to understand the other person’s culture, which in turn fosters trust and cooperation.
The power of understanding local customs lies in the connections it allows you to build. Knowing the appropriate gestures, greetings, and even the unwritten rules of behavior can give you a competitive edge. By embracing these differences, you can become more competent, considerate, and respectful, paving the way for stronger, more productive relationships.
Preparing for International Business Success
Preparation is key to making the most of your international business opportunities. Whether traveling to Japan, Brazil, or South Africa, taking the time to understand your host country’s cultural norms and expectations can make all the difference in how your business is received. The key to success lies not just in your work but in how you present yourself and your respect for the people you are engaging with.
This preparation should go beyond a glance at a travel guide or a few hours of reading about basic cultural norms. True success comes when you understand the deeper cultural values that drive business behavior. In Japan, for example, the importance of saving face, hierarchical relationships, and group harmony are central to all interactions. Similarly, understanding the context of personal relationships in business dealings can help you foster stronger connections in Brazil. Every culture has its own set of unspoken rules, and the more thoroughly you research these nuances, the more prepared you will be to engage in meaningful, respectful business interactions.
Cultural preparation can help you avoid blunders by giving you a deeper understanding of the priorities and values of the people you work with. This allows you to tailor your approach to their expectations and communicate more effectively. Understanding these details can create a smoother, more successful experience, whether knowing the right time to make a business deal, how to properly offer a gift, or when to offer a compliment.
The Power of Being a Global Insider
Being an outsider in a foreign culture often feels isolating. It’s not just the language barrier that creates distance—the deeper, unspoken cultural differences that can set you apart. But when you try to learn about and adapt to those cultural differences, you gain entry into an exclusive world of insiders. Being a global insider means understanding the subtleties of the culture, engaging with respect, and building relationships that transcend geographic boundaries.
The rewards of being a cultural insider are substantial. When you understand a country’s customs, you can better navigate social and business interactions with confidence. This confidence is infectious, and people are likelier to trust and respect you when they see that you respect their way of life. Conversely, ignoring these customs and approaching business as if it were the same everywhere can isolate you from your hosts and hinder your professional success.
The ultimate goal of international business is to build strong, lasting relationships based on trust, respect, and understanding. By learning and adapting to the culture of the country you’re visiting, you will not only avoid mistakes but also position yourself as a partner who is capable, considerate, and capable of easily navigating global business landscapes.
Conclusion
In conclusion, while it’s tempting to focus solely on your business objectives when traveling abroad, learning and respecting international customs is equally crucial. Doing so allows you to navigate the intricate web of cultural nuances, avoid missteps, and build bridges that lead to fruitful partnerships worldwide. So, before your next international endeavor, make sure you’ve packed not only your passport and phrasebook but also a deep appreciation for your destination’s customs. Your global insider status depends on it.
This article is part of the How to Talk to Anyone Series based on Leil Lowndes’ book.