What will you need to know in 2012 or in 2022 to work internationally? We live in changing times. However, cultural behaviors in different parts of the world have taken hundreds of years to evolve.
Understanding a few basic tenets of international protocol now may help business executives avoid a global faux pas for years to come.
Communication is the key to business success. Miscommunications and misperceptions occur when people do not understand the impact of their actions and words. No matter what type of business travel you undertake, keep these international protocol tips in mind to ensure successful interactions:
1. First impressions are lasting: In the U.S. business arena, appearance has become relaxed and casual. It is a different story in Latin America, Northern Europe and much of Asia, along with other parts of the world. It normally takes five seconds to make a first impression, and appearance matters. In fact, in face-to-face situations, 55 percent of the message is communicated by appearance and body language; 38 percent from verbal tone, inflection and pacing; and 7 percent from the actual words spoken. Err on the side of formality, and wear quality fabrics with appropriate, understated styling. Use a quality pen and briefcase. Do your homework; consider dressing conservatively to show respect to your corporate hosts when traveling internationally. It can make or break the deal.
2. Rank and status: In the United States, business environments may be more casual with the C-suite on a first-name basis with administrative staff. In other countries, be prepared for a more formal atmosphere that is not as flexible. Be prepared for “who meets whom,” which is determined by your position in the company hierarchy. Be aware that U.S. titles may not correspond to host country titles. Pre-travel research is necessary. Be on time for the meeting; however, be prepared to patiently wait for two hours for your host. Understand that you will be observed in the reception area, and the U.S. tendency to “fidget” is not appreciated. Keep in mind that individuals from Canada and Mexico are also referred to as North Americans, not just those from the United States.
3. Business card protocol: Many Asian countries exchange business cards with much ceremony. The rituals vary, so it is crucial that executives master the appropriate process prior to departing. Make sure to use a dual-language or translated business card. Bring three times as many cards as you think you will need. For example, in China, an executive without a business card is a “nonperson.” One side of the card is printed in English, and the other in Chinese. Although red ink is considered a lucky color in China, avoid printing your name in red ink. (Some Buddhists only print the names of the deceased in red.) Accept cards with both hands graciously, and treat them with respect. Use a business card case; never place a card in a wallet or trouser pocket. Do not write on any card in front of anyone, as it is disrespectful.
4. Forms of address: In the United States, formality is seen as flexible at times. This is untrue in other countries. Be prepared to use appropriate titles and last names. Avoid familiarity and calling people by their first names. Do not invite a European to call you by your first name “because you feel more comfortable.” In certain European countries, executives may work together for many years, calling each other by last name. Latin Americans use titles when greeting and introducing each other, and expect others to do the same. In the United States, class distinctions and people appearing snobbish bother us. However, it is best to use “Mr.,” “Ms.” or “Dr.” until invited by host country executives to use their first names.
5. Introductions: Well before departure, request a list of names of executives. Research phonetic pronunciations, and practice before arrival. Again, formalities prevail, and informality is viewed as disrespectful. The highest-ranking person (CEO or chairperson) always receives the person of lesser or lower stature in global introductions. In Brazil, a Brazilian contact (called a despachante in Portuguese) is invaluable in making introductions. Brazilians are kinesthetic people with enthusiastic greetings. A first introduction will involve extended handshakes. As the relationship builds, this will advance to embraces and back thumping between males; women may kiss each other on alternating cheeks. (Married women kiss twice, and single women kiss three times, as the third kiss is for good luck finding a spouse.) Shake hands with everyone present upon arrival and departure.
6. Eye contact: Appropriate eye contact varies around the world. In the United States, we value direct eye contact 40 to 60 percent of the time. In other parts of the world, you may encounter fleeting, intermittent or intense eye contact. For example, in Mexico, avoid constant, direct eye contact, which is considered an aggressive gesture. As a foreign businessperson, engage in intermittent eye contact. Eye contact should be yielded to the person talking, while the listener looks away at a notepad or takes notes.
7. Handshaking: Customs differ in countries around the world. In European countries, it is common for a female executive to offer to shake hands first in the business and social arenas. While some French (both male and female) kiss their friends on both cheeks, this is not common in the business arena. The French handshake is a brief, near handclasp, along with short-span eye contact. Upon arrival at the office, French employees shake hands with fellow employees twice every day: once upon arrival, and again upon departure. Traditionally, Indians in India use a greeting called Namaste rather than shaking hands. The Namaste is performed by holding palms together at chin level, as if praying. It is accompanied by a nod or short bow and the word, Namaste (nah-mahs-tay). Namaste means hello or goodbye.
More than anything else, successful global travel for the business executive involves preparation. These are just a few examples; there are at least as many unique international customs in business as there are countries.
Think about these international protocol tips as you plan your next business trip to ensure successful interactions at every level. And stay tuned for part II of “International Protocol,” which will cover global styles, gestures, time and gift-giving protocol.
For more information on corporate and individual training, contact Sharon Schweitzer, J.D., Corporate Etiquette & International Protocol consultant and founder of Protocol & Etiquette Worldwide LLC. You may also visit www.protocolww.com or www.facebook.com/protocolww. For more information, email sharon@protocolww.com, call 512-306-1845 or follow @austinprotocol on Twitter.
