Watch Your Mouth
Business Culture Academy
Doing business overseas is an extraordinary opportunity, but it comes with potential risks for the unprepared. Here are three common dangers that US businesses need to be prepared for when working with international partners.
Say what you mean
Idioms are phrases whose meaning isn’t literal. If I say, “It’s raining cats and dogs,” you know I’m talking about torrential rain, not a catastrophic animal hurricane. These phrases are useful and completely natural to use.
However, they can cause real problems when conversing with people whose first language isn’t English. Your international trade partner may speak English fluently, but idioms don’t translate well between cultures, and phrases that don’t have a literal meaning aren’t typically taught in foreign language classes. Idioms are so culture-specific that even if you are doing business with native English speakers from England or Australia, an American idiom may not communicate what you want.
When doing business internationally, your best bet is to use clear, straightforward language. Say what you mean! You might have to use a slightly reduced vocabulary, but it’s better to be understood than to speak eloquently.
What do “Yes” and “No” mean?
In the US, we tend to think that “yes” and “no” are straightforward answers that always mean the same thing. But consider this: If someone invites you to join a group outing and you don’t want to go, you likely wouldn’t say, “No, I don’t want to go.” Instead, you’d say, “Let me check my calendar.” It sounds like you’re saying “yes,” but really, you’re politely saying “no.”
In many cultures around the world, it would be unthinkably rude to directly say, “no” to a question, especially if the person asking the question is respected or holds a higher rank than the person answering. Instead of saying “no,” they might say, “It will be difficult…but we can do it.” Body language and hesitation, or a qualified “yes,” might not mean “yes”! On the other hand, some cultures are much more willing to debate vigorously, and a “no” might actually be an invitation for further negotiation. How to tell? Learn about your partner’s culture before negotiations start!
Careful with the contract
As an honorable businessperson, your word is your bond. But you’re still going to sign a contract. Concepts about business contracts vary widely around the world and misinterpreting your business partner’s perspective on contracts may be disastrous.
In many African and Middle Eastern cultures, a verbal commitment is often sufficient. Insisting on a signed contract may cause great offense. Of course, no US business is going to be comfortable finalizing a deal without a signed contract. You’ll need a plan to be able to delicately negotiate a signed contract, without your partner feeling that you don’t trust them.
This isn’t the only different perspective on contracts. In China, a signed contract is often viewed as the beginning of a relationship, not the end of negotiations. You’ll need to plan for extra time and flexibility, even post-contract, as your trade partner likely doesn’t see the “give and take” as finished, but rather only beginning.
The key to success in international business is awareness. Become aware of what you believe to be normal and polite, and how that may be different in the culture where you are working or negotiating. Taking the time to learn and understand how business works in your international partner’s culture will pave the way for your success too.
For more information on cultural preparation for international business, visit the American Business Culture Academy or contact Emily Taylor at emily@americanbusinesscultureacademy.com.