Face-to-face requests are 34 times more effective than email, and handshakes promote cooperation and positively influence negotiation outcomes, according to MIT’s Human Dynamics Lab. It’s a compelling reason for businesses to send their teams on trips and to attend business meetings and events.
However, inadvertently offending someone you’re meeting because you misunderstood a cultural norm can instantly wipe out these benefits. That’s why cultural literacy – understanding and respecting cultural customs – is vital for today’s business professionals.
Those make or break moments
“As companies send employees worldwide to build relationships and close deals, awareness of key cultural differences can make or break success,” says Bonnie Smith, GM of Corporate Traveller.
“As companies send employees worldwide to build relationships and close deals, awareness of key cultural differences can make or break success.”
She adds that overlooking cultural norms isn’t just a misstep; it’s a missed chance to build lasting, respectful business relationships, make a good impression, and achieve goals.
With this in mind, Smith shares the following advice to improve cultural literacy:
1. Being ‘on time’ can vary
Punctuality is valued differently across cultures. Some countries find being late perfectly acceptable – such as Canada, Jordan, and Eswatini. However, some – such as Austria, Poland, and Sweden – believe punctuality is critical.
2. Attitudes toward deadlines can vary to
The rigidness of deadlines varies significantly across cultures, too. In Tunisia, deadlines are often flexible suggestions, but are strict expectations in other countries. Understanding this is key to managing expectations in a business relationship.
3. Learn the local customs
In Finland its common to embrace the sauna culture, even at business events.
Each country has unique customs and etiquette. For example, in Finland its common to embrace the sauna culture, even at business events, while in Belgium its normal to greet with cheek kisses, and in Malaysia and Indonesia pointing with your index finger is offensive. Being culturally aware demonstrates respect and can help to seal a deal. If travelling to foreign countries for business and events, make sure you brush up on the local customs beforehand.
4. Be open minded
Some cultural expressions of respect may surprise you. Clapping shows respect in Zimbabwe, even during handshakes. In Japan, slurping food is considered polite and an indication of gratitude. Burping after a meal in Gambia and Togo is a way to compliment the chef. It’s useful to approach these customs with an open mind to building positive relationships.
