Do You Understand Cultural Differences When Selling Overseas?

Cultural differences are one of the main difficulties you will face when building business relationships overseas. Every country has its own customs, traditions and etiquette, and understanding their nuances before you begin talking is incredibly important if you are to succeed. Getting it wrong can have significant repercussions, potentially causing offence and jeopardising any future chances.

Often it's the very small things which make a big difference, like a throwaway gesture or phrase. Words carry huge significance, as does body language.

What seems like perfectly normal behaviour for us might be completely different in other parts of the world. Giving a thumbs up to a colleague in the UK or US is totally fine, but the same gesture means 'money' in Japan and is highly offensive in Middle Eastern countries, Greece and Australia. Pointing with your index finger is considered rude in countries such as China, Japan and Latin America, where you would be expected to use your open hand instead.

It's subtle nuances such as this which make all the difference. So too does understanding the different styles of socialising. Some cultures find it impolite to offer gifts, while in others it's expected. Some will want to talk business over dinner, others will want to avoid the subject altogether and just get to know you informally. Finding out their socialising style before you meet will avoid any awkward situations.

Hierarchy can also vary. Some organisations may be far more democratic than we're used to, while others will be far more rigid in their structure and treat more senior colleagues and elders with greater deference. Decisions on negotiations may be taken quickly, as in America, or you may have to wait days as they are discussed at every tier of the company.

Work culture may also be very different. In Japan they work incredibly long hours, while other countries may take a more laid-back attitude and allow their employees to set their own hours or take more frequent breaks throughout the day. You need to follow other people's approaches to their work in order to fit in and keep them happy.

Even basic things such as 'yes' and 'no' can vary between countries. For example, in Eastern countries, someone might say 'yes' because they have understood a statement or proposition, rather than because they agree with it. Be careful with what you say and how you say it, and never just assume your words have been taken the way you intended them.

Before you enter into talks with a company from overseas, make sure you do your homework. Not researching in advance can lead to all sorts of etiquette blunders. Preparation and understanding are the key to success when it comes to international business relationships.