Placing your chopsticks the wrong way, showing the soles of your
feet, or handing over a business card incorrectly can all be causes for a
business relationship with overseas partners to fail.
Doing business in a country that's not your own can open up a
Pandora's box of cultural clangers. What may be acceptable behaviour in
this country, could be frowned upon, or even insulting, in another.
Here are six culturally sensitive areas that you must not ignore if you
want to develop lasting and productive relationships with overseas
partners.
Wait to be introduced
We all need to be introduced but how it's done can make or
break a relationship. The Chinese and Japanese prefer to be formally
introduced to someone new. If you are handed a business card, you should
receive it with two hands and take time to examine it before putting it
away. And under no circumstances put it in your back pocket – that's
considered very disrespectful.
If you are presenting a business card, again, use two hands and make sure the writing is facing the person you are giving it to.
Lisa Creffield of The PR Group worked in the Middle East for
six years and says something as innocuous as hand-shaking can cause
problems when being introduced.
“When it comes to shaking hands you need to take the lead
from your Gulf associates and wait for them to extend a hand first,” she
says. “Some don't shake hands with unrelated women at all, but will
still express a polite greeting through their words so don't take
offence. They are also showing you respect by not shaking your hand, if
they're more conservative.”
Don't say no
Saying “no” can cause offence in many countries. In China,
for example, refusing a request can lead to a loss of face but the
Chinese have other ways of saying no, which you need to listen out for.
For example, a phrase such as, “It is being discussed” may well be their
way of refusing your request.
India is another country where saying “no” is considered rude. Again listen for terms such as “We'll see” or “possibly”.
Don't put your foot in it
Putting your foot in it takes on a whole new meaning when
abroad. In many countries removing your shoes when you visit a residence
is considered polite and you are expected to leave them outside.
Crossing your feet in some cultures is considered very rude.
In Japan you are expected to sit erect with both feet on the floor and
never cross your ankle over your knee.
In Singapore, as in many Asia cultures, the foot is thought
to be unclean and should not be used to point at someone. The bottom of
your feet should never be shown – this is common to a number of
countries, including India and China.
Eating etiquette
If you're doing business in another country it's very likely
you'll be eating out a lot. In many cultures the left hand is considered
unclean so when in doubt, do not touch food, pass anything to anyone or
point with your left hand.
How you eat can also cause offence. In Brazil, for example,
you should not eat with your hands – even if it's pizza, you must always
use utensils.
And while you might be keen to show your Chinese partners
your dexterity with chopsticks, make sure you never leave them upright
in a bowl of rice as this is the way rice is offered to the spirit of a
dead person. And what ever you do, do not use chopsticks to point at
someone – it's similar to pointing at them with your fingers.
Tone down the body language
What to you is a warm and friendly gesture may be deeply
insulting in another culture. For example, In Indonesia and China,
backslapping is considered rude. In many Asian cultures, touching
someone on the head is also unacceptable as this is where the spirit
resides. Even if you just stand there you could be considered rude if
you have your arms folded or if you put your hands on your hips.
Learn patience
And while an understanding of cultural differences is
important, also key is letting business relationships take time to
develop.
Rachael Mah, who runs AusAsia Training, says patience and
empathy are some of the keys to business success with or in Asia. "One
of the issues with Australian business people is that they always want
to close the deal in the first half an hour with a new Asian client,"
she says. "You need to take time to develop Quanxi [trusting]
relationships.”
She says Asians do business with the person rather than the
company. Once a relationship has been developed then your business
partner or client is more likely to be loyal to you.
“While many Australians can cause offence with their lack of
cultural awareness, once a Quanxi relationship is established, business
partners or clients are often very accommodating of what they would
usually consider to be unacceptable social behaviour and business
etiquette."
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