Did you know that in Germany, you should always use a knife and fork to eat sandwiches? Or that in Italy you shouldn’t yawn in front of others?
How about clicking your fingers or whistling in China – did you know it’s rude?
There are a lot of differences between cultures. Some are less profound than others, yet they’re there all the same. Are you taking that into account when trying to reach that audience?
Say your new client is from Italy and you’re having a webinar. That yawn you fail to stifle during the meeting could skittle that big account you’ve worked so hard for over the last few months. Or you have new investors from Mexico. If you don’t keep your hands above the table, it’s seen as a sign of disrespect. And who wants to work with someone that disrespects them?
It doesn’t matter if you’re in PR, marketing, advertising, manufacturing, retail or a million other industries. If you don’t know either your client or audience, you’re not going to succeed too well.
Online sales have increased massively over the last few years. The Internet and e-commerce have made international trading the equivalent of buying at your local produce market.
Shouldn’t we spare that little bit of time beforehand to get to know a country and see the bigger picture?
photo credit: antjeverena
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The Internet has brought down the walls for international business. E-commerce continues to outgrow traditional sales. Do you know your international audience?
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The Internet has brought down the walls for international business. E-commerce continues to outgrow traditional sales. Do you know your international audience?
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Twitter: timjahn
Ah, reminds of the Seinfeld I was watching the other night where Jerry and George try to pitch their show to a Japanese network and they bring a bowl of oranges. The Japanese network executive asks his assistant, “What’s with the oranges?!”
Your point is right, though, Danny. While we may not mean to offend, we might accidentally by not researching our audience and paying attention to their values, beliefs, and behaviors.
Great point, Frank, and thanks for reminding me. It is easy to forget the very same cultural differences on our own doorsteps, yet just as important to remember.
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This is so very true! And something I don’t think many people take into account, whether through business or simply through travel.
It’s all about respect and knowing how to respect people and their differences. Good post Danny!
Twitter: frankreed
Danny,
Would even go a step further. With our societies being so multicultural you need to be aware in your backyard! Just because someone is living in the US or Canada or wherever they may be they may still be living the culture of their country of origin.
Whether it’s cultural from a societal perspective to culture from a corporate perspective (if you are going to suit and tie culture client it may be best to wear a tie rather than “being yourself” at the expense of hurting the relationship. I hate to be that way but there are games that need playing from time to time) we need to be conscious of those we deal with and not just impose our deal on them.
-Take care -
Great point, Frank, and thanks for reminding me. It is easy to forget the very same cultural differences on our own doorsteps, yet just as important to remember.