Cross-border communication rules
Pay attention to these basic factors: Be confident. Be responsive. Be professional. Be friendly. Pick up the phone. Practice your presentation.
Clients appreciate a quick and efficient reply, and want to feel that their enquiry is important to you. Even if they don’t purchase now, they are likely to remember that your company provided friendly and responsive customer service without high pressure ‘closing’ techniques.
Avoid jargon. Don’t be too familiar. Be more polite than you would perhaps normally be. Try to offer something new each time you make contact.
Set a flag on your computer’s calendar to make contact again on a particular date.
Learn the cultural factors at work in your target market. In the Middle East, for example, most emails and correspondence go unanswered, but everyone answers their mobile.
Learn what communication techniques work in the markets that interest you.
Effective emails use a combination of words and layouts that convey messages quickly and stand out. Insert product photos, graphics or even video clips that define your product or service. Try to build in quick response formats that make it easier for the recipient to seek more information. Ensure your email techniques are geared to the markets you are targeting. Use other communication techniques as well, in line with local customs. Research your prospect to find out what is likely to catch their attention.
When you are attending a meeting or business mission in a new country, seek advice on meeting etiquette.
State your company’s key objectives for the meeting up front. Listen well and learn to restate your prospect’s comments to help you reach agreement on key points. Talk slowly and deliberately and keep in mind the key goals you are seeking from the meeting. Dress well and if in doubt always wear a suit, no matter what the local custom.
PowerPoint presentations should be short and include visually arresting graphics or photos of your product performing in comparable locations.
Be meticulous in follow-up. Never run out of business cards (see below for more information on ‘Business cards’).
Business cards are part of overseas travel. You cannot afford to go overseas without them:
Make it easy for your contacts to store or scan your card for future reference by only using the standard format (approx 9cm x 5cm).
In non-English speaking countries it pays to print full details on the reverse side of the card in the local language. This should include the company logo in identical fashion to that on the English version.
Carry abundant supplies of cards whenever you go overseas and carry them with you at all times.
In some countries (particularly in Asia) a business card is an important document. Some tips to keep in mind:
Accept the card in two hands, study the name and details thoughtfully, and put it away carefully.
Don't throw your card across a desk as this may convey disrespect.
Avoid writing on a card when in the presence of the owner as this may also cause offence.
