By: Mary Freeman, Demand Media
We live in what is known as a “global village.” Interaction takes place between people of all origins, nationalities and cultures. If you are in sales or marketing, it is imperative that you understand a few basic concepts when dealing with new clients from a culture and background different from your own.
Take Action
There is much you can do throughout your interaction with international clients that will help make the process go smoothly. Remember to listen very carefully to everything they say. There might be a language barrier and difference in conversation style. Without listening, you might miss something important. Consistently ask questions to be sure that your client understands you and that you understand him. When first developing a relationship with a new client or market, you will be required to put in a little more personal attention. Once you have found something that works with a specific culture, remember it and possibly even record it; undoubtedly, you will be able to use it later on.
Research Different Cultures
Before marketing to anyone of another culture, you should have some sort of understanding about that culture. Research the economics of the culture. Distribution of wealth greatly influences consumer spending habits. Something that might sell with a certain group in one culture will be more marketable to a different group in a different culture. Likewise, you must know how age is dealt with in the culture. In the United States, a 15-year-old might seem to be little more than a child. In other cultures, though, 15-year-olds are treated as adults. Always be aware of the religious and cultural taboos of your client, too. For instance, in most of Europe, giving what Americans know as the “peace sign,” the forefinger and index finger extended in a V-shape, is highly offensive.
Have Knowledge of Intercultural Communication
A professor of anthropology and leading researcher in intercultural and professional communication, Geert Hofstede, has developed a set of five dimensions that represents ways in which a culture communicates. Nations receive a score for each dimension; a score represents where a nation sits on the spectrum for that dimension. These dimensions show how cultures deal with power distribution, individualism and collectivism, gender roles, acceptance of uncertainty and the value of face-saving over pragmatism. Knowing these dimensions and where your client’s culture stands with them will make all the difference. For instance, someone from a highly masculine-oriented country that is quite individualistic and prefers certainty will respond positively to a sales pitch that is straight to the point, clear and practical. A person from a vastly different culture might expect you to make appeals to his emotions, building a relationship with him and gaining his trust before he agrees to do business.