| Globalisation, internationalization, | | | | invest in multilingual staff. The ideal |
| trans-border trade and cross cultural | | | | scenario is that the main people behind a |
| business are all terms that have been coined | | | | company either know or learn a language. |
| over the past decade(s) to reflect the | | | | However, this is not easy. An alternative |
| reality of the world economy. Although | | | | solution is having staff who can speak to |
| international trade has long been in | | | | foreign clients on the phone or via email in |
| operation, the scale, frequency and speed at | | | | their own language. This capability |
| which it is conducted today is | | | | dramatically increases the revenue potential |
| incomparable.Growth and success in today's | | | | of any business.Cultural Awareness:Cultural |
| global economy depend on being able to trade | | | | awareness or cultural intelligence is |
| internationally. However, although the larger | | | | increasingly being viewed as a critical skill |
| multinationals of the world have no trouble | | | | in securing success on the international |
| doing so, smaller companies, such as | | | | stage. With more people from culturally |
| exporters, have struggled to make an impact | | | | diverse backgrounds meeting within the |
| and benefit from the new world order. This is | | | | business environment, clear and effective |
| because cross cultural solutions are not | | | | communication is necessary between them. |
| being used to address cross cultural | | | | Although in many cases a common language may |
| obstacles to their success.This article | | | | exist, usually English, culture can and does |
| offers first time exporters and SME's some | | | | still cause problems.The business world is |
| initial advice on how to capitalise upon | | | | littered with cultural gaffes that have had |
| cross cultural solutions. It will look at the | | | | negative consequences. Take the case of the |
| two key areas all companies must address to | | | | American manager who shouted at Indonesian |
| crack foreign markets - language and cross | | | | staff and was duly chased with axes or the |
| cultural awareness.Language:The use of | | | | Australian executive who planted a kiss on |
| language is critical to cross cultural | | | | his Muslim client's wife's cheek and lost his |
| success in two distinct ways. The first being | | | | company millions of dollars in business. Not |
| the use of written language in materials such | | | | having an understanding of cultural |
| as leaflets, manuals and websites. The other | | | | differences can be a risky business.Although |
| is the use of foreign languages to | | | | there are many areas one could learn in terms |
| communicate with international | | | | of cultural awareness there are some key |
| clients.TranslationsIf you have a product | | | | points the exporter or SME must get to grips |
| service that you feel can sell well outside | | | | with. These include areas such as how to meet |
| your country, you need to be able to present | | | | and greet people, the use of names, body |
| it in foreign languages. You should not | | | | language, building relationships, giving |
| expect everyone in the world to be able to | | | | presentations, negotiating and |
| read, write and speak English.There are | | | | entertaining.With a greater awareness of |
| certain key facets of your business and | | | | different cultures a person immediately |
| product/service that must, as a rule, be | | | | becomes more effective in doing business |
| translated. These include business cards, | | | | abroad. Having an insight into how another |
| company brochures, leaflets, emails, websites | | | | culture thinks and behaves allows one to |
| and of course information about your product | | | | tailor their approach and hence maximise |
| such as manuals.Let's look at a couple of | | | | their potential.Let us take a simple |
| these aspects, namely the business card and | | | | scenario. Two business people travel to China |
| websites.Despite technological advances there | | | | to start talks on a joint venture with a |
| exists one piece of paper that remains | | | | Chinese company. One goes with lots of |
| constant when doing business across the world | | | | preparation on their presentation offering |
| - the business card. When travelling abroad | | | | concrete statistics, future projections and |
| for business always ensure you translate your | | | | the like. They have no knowledge of how |
| business card into the local language. This | | | | business is done in China. The other takes |
| gives you two immediate benefits. Firstly, | | | | cultural awareness training and learns not |
| the recipient will always be able to find you | | | | only the protocol of meetings, gift giving |
| as they can understand your card. Secondly, | | | | and negotiating but also that business in |
| the translated business card will always make | | | | China depends on guanxi (having good |
| a greater impression to the receiver as you | | | | connections). As a consequence he contacted a |
| are saying, "I respect your language and | | | | reputable middle man to introduce him to the |
| culture and have thought through how to | | | | company.Now who do you think would be more |
| better our relationship."The website has now | | | | successful? Clearly the latter as he has |
| become the most popular point of reference | | | | learnt the rules of the game. Cultural |
| for people when searching for information, | | | | awareness can and does give people real |
| services or products. As internet access | | | | competitive advantage. For the exporter or |
| improves globally, the number of non-English | | | | SME using such cultural awareness |
| speaking internet users increases. If a | | | | appropriately can pay off in the long |
| business is serious about breaking into | | | | run.ConclusionThe common phrase you hear |
| foreign markets it is imperative that the | | | | today suggests the world is getting smaller. |
| website is translated into the languages of | | | | This implies we are all having an easier time |
| target areas. At present the languages of | | | | communicating with each other. Incorrect. As |
| choice are French, Spanish, Italian, German, | | | | the world "becomes smaller" the opportunity |
| Arabic and Chinese. A translated website is | | | | to communicate is greater and as a result the |
| an amazingly economical yet productive means | | | | challenges this poses are also greater.For |
| of attracting foreign custom.Translation is | | | | businesses wishing to genuinely capitalize on |
| the easy part of getting your cross cultural | | | | internationalization a well thought out |
| plan moving. There are numerous translation | | | | strategy that includes a cross cultural |
| agencies that can help with these services. | | | | element must be drawn up and implemented. |
| However, always ensure the translation agency | | | | Competition is great and one of the easiest |
| is an established and recognised | | | | yet most effective ways of getting ahead of |
| firm.Speaking a Foreign LanguageCommunication | | | | the rest is to use language and cultural |
| is the fundamental starting point for any | | | | knowledge to your advantage.Neil Payne is |
| business relationship or transaction. If a | | | | Managing Director of Kwintessential - a |
| common language does not exist the chances of | | | | London based cross cultural communications |
| any successful business occurring is | | | | consultancy working with businesses to trade |
| slim.Businesses now more than ever need to | | | | internationally. |