CROSS CULTURAL UNDERSTANDING and ETIQUETTES

1. Be open to new ideas, new cultures and new ways of doing business.
People behave differently around the world. Learn what those differences are and adapt your
individual styles and cultural preferences in various cultural settings to be more effective
negotiators and communicators. “Ignoring cultural differences isn’t innovative or clever; it’s
arrogant and bad for business,” writes Mary Murphy Bosrock in Asian Business- Customs and
Manners.
In many countries, people want introductions before meeting with you. And when they do meet
with you, they want to take their time to get to know you before doing business with you.
Establishing business relationships outside of the U.S.A. will require patience on your part.
Negotiations can also be challenging when negotiating with individuals from other cultures if
you are not knowledgeable about the way in which they negotiate in their culture, and how it
differs from the way we handle negotiations in the U.S.A.
“Cultural awareness is no longer optional in the global marketplace. It determines who gets the
contract. Learn your client’s cultural preferences and sensitivities in advance to gain a positive
advantage. These preferences and sensitivities must be recognized throughout the business and
social relationship,” according to The Protocol School of Washington in their “How to Succeed
in the International Arena” seminar.
2. Project global awareness.
Be up to date on the world’s economic, political, and cultural activities. It isn’t enough to know
what is going on in your own country. Act as though you are a “global citizen.” Be concerned
and interested in being knowledgeable and keeping current about what is happening around the
world.
In a “New York Times” article, “The 21st-Century Education,” Lawrence H. Summers, former
president of Harvard University and former secretary of the Treasury, writes: “The world is
much more open, and events abroad affect the lives of Americans more than ever before. This
makes it essential that the educational experience breed cosmopolitanism–that students have
international experiences and classes in the social sciences on examples from around the world.”
3. Avoid cultural misunderstandings.
Never go to another country without first studying that country’s culture and understanding how
it differs from yours. Know what phrases and gestures are considered rude in your host country,
and don’t pretend to be fluent in your host country’s language if you are not. If you are unsure
about a word, gesture, or custom, ask someone. It’s a sign of confidence, not weakness, when
you are able to ask for help or advice.
4. Recognize the importance of rank and status.
Respect titles. “Citizens of the United States are generally known for addressing one another by
their first names, a habit that most of the world does not follow,” writes Terri Morrison and
Wayne A. Conaway in Kiss, Bow, or Shake Hands. Don’t call a European by his or her first
name in another country unless you are invited to do so. And don’t invite a European to call you
by your first name simply because it causes you discomfort. Europeans executives may work
together for years and only use last names. It is better to err on the side of formality.
Recognize status and research titles. Whom you meet in your host country is dictated by your
position in your firm. A manager from a U.S.A. firm will meet a manager from a firm in your
host country. Your corporate title may have a different connotation in your host county.
Research titles to make sure your position is not lower than the position of the person you
are meeting. Sending a mid-level executive to deal with a high-ranking executive in your host
country is interpreted as an insult.

5. Understand global communication styles

“Gestures and body language communicate as effectively as words—maybe even more
effectively,” says Roger E. Axtell, author of Gestures—The Do’s and Taboos of Body Language
Around the World. Identical gestures often mean different things among different societies. A
gesture that is perfectly acceptable in the U. S.A. may be offensive in another country. Before
you go to another country, make it your business to find out what body language and gestures
may be considered rude in that country.
Body language. Learn how to interpret verbal and non-verbal communication styles. If you can’t
communicate, you can’t conduct business. Be keenly aware of the body language of your
international colleagues. You can reinforce your position by knowing and using the body
language of your client. Asians, for instance, avoid any physical contact except a handshake.
British and Western Europeans avoid excessive hand gestures, touching, and standing too close.
Latin Americans, Latin Europeans, and Arabs stand close together when having a conversation.
Eye contact. Americans are firm in their belief that direct eye contact is important in business
and social conversations. Eye contact, however, can vary from country to country. In Japan, for
instance, direct eye contact is considered slightly intimidating. In Mexico and Puerto Rico, direct
eye contact is considered an aggressive gesture. The British will look away from you as they talk
but look back at you in a turn-yielding signal to indicate they’re through with what they have to
say. Consider these cultural differences before departing for another country.
Handshakes. In the U.S.A. business arenas, strong emphasis is placed on a firm handshake
because it speaks loudly about credibility, confidence and professionalism. Customs differ in
countries around the world, but it’s a given that the American handshake, toned down a bit is
accepted worldwide. In Japan, a handshake will often be gentle; and in Latin America you will
receive a light grip that lasts twice as long as a U.S.A. handshake. Learn the style of handshake
that is considered polite in the country you will be visiting.
Gestures. Gestures are considered a trivial form of human communication and yet people all
over the world depend on the movements, postures, actions, and expressions of talking bodies.
Mr. Axtell outlines four general categories of gestures in his book on gestures: greetings,
beckoning, insulting and touching. When we greet another person in business in the U.S.A., we
offer a firm handshake, and yet, when a businessperson in India greets another businessperson
from his country, he greets them by placing his hands in a praying position, about chest high,
accompanied by a bow.
Mr. Axtell also outlines four specific, or common, and popular gestures: the “O.K” signal, the
“Thumbs-up” gesture, the “V” for Victory gesture, and the “Vertical Horns” gesture. The
commonly used “O.K.” signal in our country is not okay outside of the U.S.A. In France, for
instance, it means “zero” or worthless. In Latin America, it is considered a very rude gesture.
It would be wise to restrict your use of gestures when traveling outside of the country until you
know which, if any, of the gestures you commonly use are considered polite gestures in the
country you are visiting. Be reserved in everything you do– from your speech, eye contact,
gestures and body language until you are more acquainted with your colleagues in a foreign
country.
6. Adopt global conversation skills.
In face-to-face conversation, our words count for only 7 percent of the impression we make, our
voice quality for 38 percent, and our appearance for 55 percent. Talking is the basic context in
which all persuasion takes place. The following will aid in your conversation anywhere you
conduct business around the world:
Listen to the loudness of the voices around you. If necessary, readjust your volume to a lower
level to match the others.
Don’t interrupt. Don’t finish someone’s sentences. Both acts project rudeness and impatience,
which results in losing information and business.
Don’t ask, “Do you understand me?” It’s annoying and demeaning. Many people choose to
say yes rather than appear as if they don’t understand you.
Learn the most common words and phrases in your host country’s language. When you say
“Good morning,” “please,” and “thank-you,” in your host country’s language, he or she will be
flattered that you have made the attempt to speak his or her language.
Prepare yourself in advance to discuss your host country or the homeland of your
visitor. Read publications which cover international news. These publications are filled with
conversational topics—business, politics, art, music, and other cultural events, sports, and much
more.
Be prepared to discuss the culture of your host country. Every country has historical periods,
performing artists, craftsmen, painters, and food. Know what you’re talking about by doing your
research in advance. If you’re uncomfortable answering questions, you may harm your position
by appearing insincere and unknowledgeable.
Avoid certain topics. Religion and politics should never be mentioned, or anything too personal.
Topics to discuss: Cultural events, questions about family, and topics that are of general interest.

7. Maintain professional demeanor and appropriate business attire.

The informal U.S. glad-hand greeting, after making an entrance, must be toned down
considerably in other countries. Your demeanor must be confident, but the most important aspect
of your behavior is the display of respect. When your respect for others is sincere and visible,
then minor etiquette infractions are overlooked. If, however, your demeanor shows a lack of
respect, then small infractions can be viewed as serious slights by the other party.
Your appearance is important, not only in first impressions, but also ongoing interactions.
Appropriate international business attire for men and women consists of quality fabrics and
conservative styling in subdued colors. Dress in a style that is best considered understated,
regardless of your gender when you are visiting other countries.
8. Use proper protocol to develop and maintain business.
In other countries, overall, business interactions are becoming more relaxed; you should,
however, still be prepared for a more formal atmosphere. Codes of etiquette may be elaborate
and inflexible in ways you will not encounter in the U.S.A. An awareness of proper behavior is
expected inside the office and outside the office, as well as sensitivity to cultural differences that
signal rank and status and how they affect your business relationship.
Protocol for Business Introductions. Who is introduced to whom is based upon precedence in
business. The highest authority receives the other person in introductions worldwide. Not
knowing how to properly introduce another person can embarrass them, as well as insult them,
resulting in a negative impression. Request a list of names of the senior executives and others
you will meet in your host country, advises The Protocol School of Washington; and, ask for a
phonetic pronunciation of each you are provided so you can be sure to correctly pronounce each
name.
Business Card Etiquette. Your translated business card is your most important travel accessory.
The printing and the stock should be of a quality that reflects the image you wish to convey.
Your counterparts may never tell you they are flattered, but when you take your time, and hand
them a business card in their language, your message conveys consideration and respect. And do
realize that in some countries, such as Japan, business cards are treated with more respect than
they are in the United States. Never, for instance, when you are in Japan, should you take a card
and put it in your pocket without first looking at it. And never write on anyone’s card wherever
you are in his or her presence.
Electronic Communications. All forms of communication are important to a company. Know
the proper protocol for communicating via the various forms of electronic communications in the
countries in which you will be doing business. The way in which other countries use the
telephone for business, for example, can be different from the way in which we are accustomed
to using it. Outside of the U.S.A., you may find that business is not conducted on the telephone
with someone you have not met personally, unless an agent acts on your behalf. In other
countries, the telephone is most often used to arrange future meetings, not to make a sales pitch
or discuss business at length as it is in the United States.
Gift Protocol. Gift giving is very common when doing business in some countries, particularly
in Japan and China. Knowing when to give a gift, and what is considered appropriate, however,
is extremely important. You would never give gifts of knives, for instance, in Latin American as
they can symbolize the severing of a friendship, according to Terri Morrison and Wayne A.
Conaway in their book Kiss, Bow, or Shake Hands. And you would never give a clock to
someone in China because the Chinese associate clocks with death.

9. Dine and socialize in the global, Continental style

“How you eat and respond to food is essential for diplomacy. Your table manners can quickly
make or lose foreign friends,” writes Mary Murphy Bosrock in Asian Business-Customs and
Manners.
Your host may offer you a dish that is unfamiliar to you. To reject that dish outright will be seen
as rejecting him and his culture. It also shows a lack of sophistication on your part. Always try
what you are served if at all possible, unless you know you are allergic to it, or are served meat,
and you are vegetarian.
Dining and socializing with your counterparts when you are doing business in their country will
play a central role in building a relationship with them. Polished table manners will give you an
edge over those with less polished table manners, since most cultures around the world place a
high value on table manners and dining skills. Prepare yourself to spend a great deal more time at
the dining table when dining outside of this county—whether it be in a Latin American, Latin
European, European or Asian country. Leisurely meals are the norm outside of the U.S.A.
Dining in the Continental style. There are two ways of dining when using utensils: the
American style—shifting the fork back and forth between the right and left hands–and the
Continental style—the knife remains in the right hand and the fork in the left hand. The
Continental style is considered more global, and is used by all who use utensils for dining
outside of the United States. No matter which style you use, however, the key is to manipulate
your fork and knife with ease and confidence and to know where to place them on your plate at
the end of the meal.
Know what is considered appropriate table manners in your host’s country—they may
differ from the table manners considered appropriate in the United States. Generally-speaking,
worldwide, it is considered bad manners to discuss business until after the main course has been
removed from the table. Business is not conducted while eating in many countries.
Toasting. Toasts are almost always made at business lunches and dinners when you are abroad.
Know how and when to make a toast to your host if you are a guest; and, know how to
graciously receive a toast. You would never raise your glass and drink to yourself if your host is
making a toast to you. And, if your host makes a toast to you, it is considered good manners to
make a toast to him. Even if you don’t speak the language in the host country you are visiting,
know how to say toast in their language. It will be seen as a very gracious gesture on your part.

10. Respect the religion, politics, culture and holidays of your host country.
Showing consideration and respect for others’ beliefs and customs will always serve you well.
Although one usually avoids discussing religion or politics with new acquaintances, you should
be aware of the religions that are practiced in your host’s country. In Asian cultures, religious
beliefs are closely interwoven with social and business life. Not showing respect for their
religious beliefs will lead to lost business deals and bad feelings.
Summary
It’s a very exciting, interesting, and challenging time to be participating in the global
marketplace. The primary purpose of this article was to broaden your awareness of the many
cultural differences between countries around the world and our culture in the U.S.A.; and, to
give you tips for what you should know before you go to another country in order to be
successful in your endeavors there. It would be foolish for any individual to consider doing
business with another country before doing his or her homework, wouldn’t you agree?
What you can unknowingly do to insult your colleagues in another country can do irreparable
damage to your working relationship with them and ruin your chances for doing business in their
country. You want to succeed in the global marketplace, don’t you? If so, do your research
before your next business trip to a country outside of the United States.