Geographic distance no longer presents obstacles when conducting business on an international basis. Communicating across the globe at a moment's notice is commonplace because technology facilitates worldwide networking. Even the most complex transactions take place in real time.
But, even though the process is expedient, certain barriers still exist. Succeeding in a global marketplace requires more than business acumen--closing that international deal may depend upon interpersonal skills, as well as your knowledge about foreign countries and customs.
Do Your Homework According to Jacqueline Whitmore, founder and executive director of the Protocol School of Palm Beach, you should conduct research about your business destination. That should take place as far ahead as possible, allowing time for thorough preparation.
Americans are profoundly unprepared when it comes to international etiquette, says Whitmore. This has led to a widespread negative image of U.S. workers abroad. "Americans are perceived as rude and pushy," she claims. "The problem is, most U.S. business people don't do their homework. They have the resources, but they just don't take the time."
The Corporate World Roberto Bianco, career development counselor at the Massachusetts Institute of Technology, agrees with Whitmore. "Unfortunately," he says, "the consequence is that business relationships become more difficult because people don't feel appreciated on a personal level. It projects a lack of respect."
Bianco came to the United States from Brazil 11 years ago and worked for three multinational corporations before joining MIT. He believes culture shock is a two-way street, noting that he went through an adjustment period after arriving here. Bianco has developed a workshop for non-American MIT students, many of whom speak English as a second language. The workshop prepares students for careers in the U.S. corporate world by allowing them to participate in such role-playing exercises as mock job interviews.
"MIT students tend to be above-average in terms of achieving," he says. "But what gets them the job is how they come across in the interview." He explains that many students come from countries in which it's considered bad form to talk about one's own accomplishments. For them, the challenge is to get past societal barriers and appear comfortable and confident--without breaching familiar protocol. The popularity of Bianco's program is proves that his students are eager to expand their cultural horizons. Several former students have credited the workshop with helping them land jobs.
Follow International Protocol Whitmore also works with college students, including MBA candidates from Florida International University who study international protocol in preparation for their careers. She helps them avoid many of the mistakes that U.S. workers make. While pleased to see them making an effort, she is somewhat discouraged by their lack of basic manners.
"In the business world," Whitmore says, "there's a renewed interest in etiquette, as companies lose customers who felt they weren't being treated well. Today, young people in senior positions are representing their companies at international events. But they're not properly trained. They're technically brilliant, but don't even know how to make a simple toast at dinner."
Whitmore says the Internet provides a wealth of information about international etiquette. Her own site (etiquetteexpert.com), for example, offers free e-mail advice via an "Ask the Etiquette Expert" link. Other sites, such as executiveplanet.com, offer international business etiquette and culture guidelines, country-by-country information, and strategies to avoid social gaffes.
Increased Awareness "We are the most culturally diverse country in the world," Whitmore says, "but also one of the most culturally inept. We can't expect to do business the same way all across the world, and we certainly can't expect everyone to do things the way we do.
"American companies are working harder at this," she continues, "but there's a long road ahead. My goal is to heighten awareness. I'll give you the toolbox. I can't make you use the tools, but if you have them, maybe you'll think about what you're doing before you do it. That level of awareness can be priceless in an international business situation."
