Doing business overseas: it's a whole new ballgame

USA Today (Society for the Advancement of Education), Sept, 1998 by Dale Marco

Trying to deal with foreign buyers and sellers can be like walking through a minefield

TRAVELING outside the U.S. presents a special set of problems for purchasers who deal with overseas suppliers. Language, customs, gestures, and business protocol and behavior provide a multitude of ways to be perceived as an "ugly American." To avoid such a perception, businessmen should do a little homework before visiting another country. They should check out books at the library, call embassies or consulates of countries to be visited, and/or talk to business colleagues who have been there. No one article will provide all the facts needed, but the following is intended to offer a sampling of what to do and what not to do.

For example, shoes are forbidden in Muslim mosques and Buddhist temples. They never should be worn into Japanese homes or restaurants unless the owner insists; in Indian and Indonesian homes, if the host goes shoeless, the guest should do likewise. Whenever shoes are taken off, they should be placed neatly together facing the door their owner came in through--particularly in Japan.

Language can be a big obstacle. Just because someone speaks English, no matter how fluently, one should remember it never is spoken nor understood quite the same way as at home. Slang and jargon should be avoided.

Even when one's foreign counterpart speaks English, he or she probably speaks and understands dictionary definitions not expressions. A request for a "bathroom," "restroom," "powder room," or "comfort station" is likely to be taken literally by foreigners who will reply, "Sorry, but we don't have one of those." Even though it may seem indelicate, a toilet should be called a toilet. This is particularly useful when making hotel reservations because many hotel rooms that may be equipped with a sink do not have a toilet closer than the end of the hall.

Every culture has its own holidays, many of which are considered true holy days. If a business trip is scheduled during Ramadan, Carnival in Rio, or Chinese New Year, it would be comparable to a foreigner's asking Americans to attend a meeting on Christmas morning. It is suggested to call a consulate or tourist bureau or check with a travel agent for holidays and their dates.

The meaning of gestures is different around the world. One should not assume that American gestures will convey the intended meaning correctly. For instance, in Brazil, the okay sign with thumb and forefinger is equivalent to the upthrust middle finger sign in the U.S. In England, V means victory if the palm is facing out toward your audience; otherwise, the V sign again is the equivalent of the middle finger. To use fingers to beckon someone is insulting to most Middle and Far Easterners.

The Pacific and Asia. When traveling in the Orient, names may prove confusing. The Chinese system of sum are first, given name last does not always apply. The Taiwanese, many of whom were educated in missionary schools, often have a Christian first name, which comes before any of the others--as in Sammy Lo Wang, who should be called Mr. Lo or, to his friends, Sammy Lo. In Korea, which of a man's names takes a "Mr." is determined by whether he is his father's first or second son. Although names run backwards in Thailand, Chinese style, the Mr. is put with the given name, and to a Thai it is just as important to be called by his given name as for a Japanese to be addressed by his surname.

Having said all that, sometimes all of the above should be disregarded. The reason is that many Easterners who deal regularly with the West are changing the order of their names to un-confuse Westerners. So, while to each other their names remain the same, the given name may come before the surname to visitors. Then again, it may not. The safest course is to ask.

China. The Chinese appreciate promptness and courtesy in business dealings. A certain amount of small talk--about the weather, family, or personal hobbies--is expected before getting down to business. The handshake is preferred as a greeting. "Mr." never should be relied on to take the place of a person's proper title, such as "Committee Member Chow," "General Ti," "Factory Manager Tsobota," or "Bureau Chief Hsu."

Japan. Japanese sometimes will say "yes" to mean "l understand what you said," not "I agree." They almost never will say "no." Non-verbal communication is highly important. Once contact has been made, one shouldn't expect to gel right down to business. The Japanese will wish to spend time getting to know the other person before discussing any matters of substance. Most business decisions in Japan are reached through a group decision-making system that is a multi-step procedure for building consensus among different levels of the organization. Such a process can take months. During that time, the Japanese will be evasive about how negotiations are going.

A bow is the traditional greeting, but generally Japanese shake hands with Westerners, and some Japanese regard a bow from a Westerner as a form of mockery. The safest course is to wait and follow the lead of one's Japanese counterpart. Last names and titles are used in introductions. The usual form of greeting is a long and low bow, not a handshake. A Japanese never should be addressed by his first name; only his family and very close friends use the first name.