A few of the tensest moments Steve and I have experienced when on business travel have involved trying to steer clear of offending anyone due to cultural differences. Preparation can help avoid major mishaps, but some cultural differences are subtle. Cultural competence expert, Janet Desautels, offers Tag Along Travel readers some practical advice in this Q & A post.
Why is it important that business travellers know the cultural differences of the countries they are visiting?
You are there to do business, and business is about relationships and people. To honour your business purpose you need to facilitate connections between people. To do this, you must understand that people are typically more comfortable, and thus more able to relate to you and your business, when you are working from some common understanding.
Every culture and place has norms for behaviour. If you take the time to learn about them in advance, people will not be distracted by how “different” you are. This helps everyone focus on the things you have in common—including the benefits of doing business together. They will be pleased you are trying to fit in and will be inclined to help you. They may respect your respect of them and their ways.
As a visitor you are on their home turf, and it’s important to respect their way of doing things. Don’t expect them to change so you can feel comfortable.
Do you have a few examples of significant cultural differences business travellers from North America to another region may be surprised to learn?
In Germany, business culture is quite formal. People who have worked together for years still shake hands each morning.
In China, the only acceptable gift is one given to the entire company. Being singled out is a cause for embarrassment. Unity and being part of the group is very important.
“Yes” can mean several different things in Chinese culture. It does not always signify agreement. It can mean any of these: Yes I understand, Yes I acknowledge you, Yes I am paying attention, Yes I agree.
In Brazil you should always use a knife and fork when eating – never your hands. The food is never touched with the hands, not even fruit or poultry.
Are there standard key areas of cultural etiquette that one should learn about regardless of where one is doing business?
Yes, learn about expectations of two areas:
Gender roles – There’s no way around it. It matters to people, it matters to cultures, and understanding what is considered appropriate is very important because misinterpretation can create problems (accidentally sending out signals interpreted as sexual, for example). You can plan ways to work around perceived inequality if you know in advance, or research acceptable ways you can influence or get your message across without transgressing cultural boundaries, or endangering your personal safety.
Dining – “Breaking bread” together is one of the most important rituals in every culture. Dining together is a means through which we bond, develop relationships, learn to trust one another, express generosity/wealth/love/success/forgiveness. It has meaning, and how it is done, and with whom, and what is eaten, and how, and where, can all be deeply symbolic. It is often close to the heart, too, so if you want to develop good relationships and succeed in business in the culture, honour it by learning how they share food and what the norms are.
In Istanbul, we learned from Steve’s Turkish colleague that if you are toasting someone it’s a sign of respect to hold your glass lower than theirs. After the toast, it’s customary to tap the glass on the table in honour of someone you wish were there.
Worst case scenario: You’re in a foreign country and are faced with a situation for which you haven’t prepared. You’re fearful of making a grave cultural faux pas. What do you do?
First, try not to be fearful. Though it is normal to worry about making a mistake or offending somebody, in new situations you need your “gut wisdom,” but this is not trustworthy or even available to you when you’re worried. We don’t think very clearly when we’re anxious.
So try to be interested and curious instead. This will make a huge difference in how you are received, and how much help you get from others. You will make “mistakes.” This is because the variations in accepted and expected conduct are infinite. They vary not only between cultures, but between groups within every culture, and in fact between individuals also! Simply put, you can’t know everything. And even if you tried to, it’s a moving target—just when you think you’ve figured it out, a new surprise shows up. People and cultures change every moment—nothing is fixed.
So here’s a tip: ask! Look around for someone the same gender as you, if possible, and check in with yourself to see if you feel safe asking this person. If it feels physically safe, don’t be afraid to be vulnerable or look dumb. Ask them what is appropriate in that situation. Always ask in a manner that is open and interested and curious. Tell them you want to know the best thing to do. People the whole world over are willing to help someone do the right thing.
How do you handle a situation in which it is clear you’ve given offence because of your cultural ignorance? Is there a way to recover?
First, always do your best to prepare before your trip.
Read. Do a Google search on the culture’s business and social expectations.
Ask anyone you know from that culture, or someone with travel and business experience in that culture, what are the most important things to avoid doing.
When you get there, ask a neutral person (hotel concierge): what does a guest do when arriving for an appointment or dinner or social function, any pointers on what I should do/not do? Also, you must, from the moment you arrive, be extra observant. Pay close attention to how people behave in different situations.
Often, you don’t know that you have caused offense at all. But if you recognize that you have, be honest, and be OK with admitting vulnerability. Tell them you are still learning about their culture, and did not intend to offend. Thank them for helping you understand.
Afterward, if you want to repair the relationship and fear it has been compromised, ask a neutral person (more than one if possible) what to do. For example, should you take a particular gift to them? There will be culture-specific appropriate actions to take, or not, as the case may be.
What are some tips or guidelines for women doing business in cultures that may not treat genders equally in a corporate setting?
You are not going to change their culture (we will leave aside the question as to who knows what is “best”), so don’t expect them to change for you. You need to accept it as it is, whether you agree with it or not. Accepting something is not the same as agreeing, remember.
Regardless of your personal feelings on gender roles and the respective social status of the sexes in different countries and cultures, you need to take people as you find them. That means being practical: adjust your dress to reflect the culture that you are in, check your country’s consulate there for recommended standards of conduct and dress, and tips for women’s personal safety, and respect them. The cultures you are visiting will not expect you to act exactly like the locals, but they will feel more comfortable around you, and you will feel more comfortable, if you accommodate their ways as best you can.
That’s important because when others feel respected (and accommodating their culture even in small symbolic ways achieves this) they feel comfortable, and this facilitates business relationships. When you fully accept the cultural framework you find yourself in, you can effectively keep your eyes on your purpose; you want to put your energies toward your business objectives.
Don’t take things personally. If you are used to being treated relatively equally as a business person in your culture, you will have some expectations about how you should be treated. But if you feel annoyed or offended because you are being treated in a “second-class” way, you’re taking it personally. It’s not about you, believe it or not. They have sets of beliefs about you, or about gender roles, that don’t match yours. You will not change that, or them, but you can stay clear within yourself about your own value as a person, and remain focused on your business objectives. Look for other ways to exert influence within that business context. Work with the materials you have in each situation. You really need to be flexible when doing business in different cultures.
Can you recall an example from your consulting practice of a business situation that went horribly wrong because one or both of the parties were unaware of the cultural etiquette?
A well-respected American businessman met with Brazilian executives to discuss the expansion of a shared project between his company and theirs. He was new to the project; his performance on several projects at home was stellar, so the head office gave him the Brazil assignment. The first meeting had been arranged some months before, through head office. When he arrived, though, the meeting did not go well. He prided himself on his efficiency, so he got right down to business immediately after introductions. In Brazil, taking time for social discussion is very important prior to engaging in business. So his hosts politely continued to attempt a light social discussion to get to know him. He did not take the hint, and bulldozed right through the social niceties, each time returning to business. This was a mistake, and his hosts were deeply offended. This impaired the business relationship for some time afterward.
Janet Desautels, B.A, B.A., LL.B is the author of Dancing with Differences, a new book launching on Oct 29. This practical, thought-provoking book is a simple guide to handling all your differences with others, whether they are based in culture, opinion, or personality. Janet is also Director at the Center for Organizational Cultural Competence in Calgary, Alberta and works with CivilityExperts.
If you enjoyed this post, why not subscribe to Tag Along Travel? Twice a month, you’ll receive an email with links to recent posts.
