Productivity

Seal your international business deal with these worldwide etiquette tips

Reading time:  4 Minutes

Invading your customer’s space, shaking their hand when you shouldn’t, or wearing culturally inappropriate clothing – these communication blunders could be the end of your international business deal. 

Our global etiquette guide tells you how to make a great impression and avoid classic faux pas, whether you’re in Montevideo or Montréal.

Words and deeds

While certain marketing mistranslations can be amusing – take KFC’s attempt in the 1980s to convert their ‘finger-licking good’ slogan into Chinese, which became ‘eat your fingers off’ – other cross-cultural errors can be costly.

Japan-US relations took a nosedive in the 1990s when President Bush and American business leaders met in Tokyo to strike a trade deal for the first time. The Japanese delegates thought that the US team’s direct demands were rude. The Americans felt as though they were treated like beggars when the Japanese indicated that they were buying US goods out of a sense of public duty. Nobody won.

To prevent a similar stand-off, make sure to meet your client a few times to discuss issues before entering an important meeting. In general, avoid asking personal questions, or discussing sensitive topics like religion or politics.

Dos and don’ts

India: Don’t jump straight into business discussions ­– instead ask about your counterpart’s family and hobbies.

Uruguay: Do begin your meeting by asking questions about the country of Uruguay – the locals are proud of their nation.

Italy: Don’t rush negotiations with Italians – they view this as a sign of weakness.

Brazil: Brazilians are expressive in their conversations – don’t take offence if you’re interrupted.

Appropriate dress

One overarching reason for deal failures, especially between Western and Eastern countries, is that we all see business through our own cultural lens. To avoid causing disrespect, adjust your own outlook with pre-travel preparation.

Dress appropriately with the culture of your destination in mind, particularly when travelling to the Middle East.

Middle East politics and business expert Michael Barron says: "Do your research first. A good guide to doing business in the Middle East is the book Camels, Sheikhs and Billionaires by Cynthia Dearin. And be respectful. Women should wear business dress covering the shoulders and knees. Men should be in a shirt and tie."

Dos and don’ts

Italy: Being impeccably turned out is important in Italy, so make sure your clothes are smart and elegant.

Thailand: Men should wear trousers and a white shirt; light suits and jackets add status too. Women should opt for conservative dresses.

Russia: Avoid wearing bright or light coloured clothing – Russians see this as a sign of unreliability.

Saudi Arabia: All women must wear an abaya, but foreign women do not need to wear a headscarf or cover their face.

Body language

When managing director Jamie Rothwell began exporting his product, Hotbox, to Asia, he enlisted the help of a UK export programme. However, as a salesman used to interpreting body language in the West, Rothwell required the experience of a translator to understand the various Eastern gestures that proved indecipherable to him.

"Body language is harder to read in Asia," he explains. "I’ve been in meetings where the client has become very animated and I’ve thought ‘it’s gone wrong’. Then the interpreter has turned around and said ‘he likes your product!’”

Seemingly innocuous Western gestures are another form of body language to avoid. In Saudi Arabia, Sardinia, Greece and Italy, US President Donald Trump’s favourite thumbs-up would be considered rude, while the okay sign is offensive in Germany, Turkey, Brazil and Russia.

Dos and don’ts

Canada: If you’re in Quebec, don’t talk with your hands in your pockets.

Japan: Prolonged eye contact is thought of as rude. Make sure to nod throughout your discussions to show you’re listening to the speaker.

Singapore: Always raise your hand to grab someone’s attention, and never point with your forefinger.

Mexico: It’s normal for Mexicans to stand close together when speaking, and they’ll also hold a handshake or hug longer than most nationalities.

Personal space 

Cultural etiquette surrounding personal proximity can prove to be another minefield. In Japan, people are comfortable standing a bow’s distance away from each other. In the West, it’s the length of a handshake.

When you win a deal, take your cue from others. Don’t stick your hand out – especially if you’re a woman in an Islamic state – wait until it’s offered. A man also shouldn’t pull his hand away when an Arab businessman doesn’t let go – it’s part of the culture to hold hands.

Poor communication can be avoided with thorough homework: keep on top of yours using country guides provided through websites like DIT and Commisceo Global.

Dos and don’ts

China: Don’t shake hands upon meeting – nod or bow instead.

India: Allow an arm’s length space between yourself and who you’re meeting.

Finland: The Finns value their privacy so maintain some physical distance when speaking.

Germany: Shake hands with everyone present when you arrive and when you leave.

Time and patience 

Alan Peaford, editor-in-chief of Arabian Aerospace, tells business owners to be prepared to wait when trying to reach a deal in the Middle East.

"It takes time, but when they trust you and you deliver, it’s fantastic," he says. "Business is built on relationships and it’s important they get to know you. The Middle East is wonderfully sociable, but you never talk business at social events."

As in the Middle East, in some African countries it may take several days before you start talking business as you get to know each other – but then it can happen very fast. Keep your outgoing flight options flexible, and find a comfortable place to work that offers reliable business Wi-Fi.

Dos and don’ts

Singapore: It can take years to develop business relationships in Singapore so personal contacts are useful. Once negotiations begin, expect fast-paced decisions. 

Hong Kong: Negotiations in Hong Kong are usually slow-moving too. When a deal is agreed, don’t be surprised if it’s just a handshake that seals it.

India: It’s normal to meet several times before any agreement is reached – expect some difficulties on the way.