Friday, August 15, 2014

Language in International Business

The way that we use language reflects cultural preferences for some types of communicative behaviour while discouraging others. Culture will affect, for example, the extent to which we speak loudly and animatedly or quietly, whether we use lots of 'I' statements, whether we choose very explicit language or whether we are indirect. Intercultural, or cross-cultural, pragmatics is the contrastive or comparative study of such communicative norms aiming to reach a better understanding of the cultural value or values that underpin them and it is a field we can all learn from.

When we help prepare managers to relocate we might usefully consider the role of communicative styles as part of the familiarisation process. The awareness raising could involve styles of communication: for example, the very explicit language used by low-context cultures--speaker-based cultures-- as opposed to the imprecise and ambiguous language favoured by high-context cultures--hearer-based cultures.

Situation or context also dictates language choice. In linguistics various terms have been coined for certain types of key expressions that are related to specific contexts or situations. These conversational routines/prefabricated expressions/politeness formulae/situation-bound utterances could well be useful in raising clients' awareness about the relationship between language and culture. In essence, they are expressions whose linguistic meaning is distorted because of the role they have in a specific situation: linguistic meaning versus use. When a British English speaker asks the question: how are you, s/he doesn't expect a lengthy reply about the state of the respondent's health. If an American says 'let's get together some time', s/he may be saying no more than 'goodbye'. If a Japanese speaker says 'yes' in a meeting, it is as well to understand that this is the politeness dictated by the situation and in no way indicates agreement or an undertaking to act.

If we consider the language area of agreeing, as another example, we might note how agreement is in fact signalled not so much by overt language use as by certain types of language 'behaviour' and by accompanying gesture and body language. The overall message is a combination of unspoken signals and carefully chosen words. Merely voicing agreement is not enough to tell you that somebody really is in agreement. This is because to express open disagreement could be difficult for all kinds of cultural reasons. In a very hierarchical society, it would be unwise to express open disagreement to a superior. In a group-oriented culture, it would be difficult to disagree if the group as a whole was going in the opposite direction.

In fact someone who is really in agreement is likely to take off into other types of linguistic behaviour such as asking questions, summarising, echoing, and perhaps offering to do something to take the matter further. There will also be aspects of gesture and expression that reinforce this. The problem for the listeners is that by relying on the explicit meaning of the message alone, they are likely to misinterpret apparent agreement, for the sake of politeness, as wholehearted agreement.

Asking questions, is another communicative activity to look at. By questioning we may be seeking to influence the hearer in ways beyond the apparent intention of seeking information. We can ask questions:to show we are actively listening to what someone has to say; in order to encourage them to elaborate and expatiate; to draw timid or less confident people into a conversation (open ended questions); to interrogate (yes/no questions).

Yet, if we really want to gain information, then techniques for eliciting, such as re-formulation or invitations to explain further are likely to be more effective than direct questions. People may become defensive or resentful if questioning techniques are too obtrusive. Activities are needed to help the international business person use questioning techniques more effectively and match them to an appropriate communicative strategy.

Alerting clients to the potential for misunderstanding, for giving and taking offence, for having progress frustrated, through not knowing the cultural norms of language use is surely a field those training managers to work across cultures should not neglect.

Thursday, August 14, 2014

Taking Your Business International

Q: I'm interested in doing business internationally. I have done some reading on the subject, but there is an awful lot to digest. Have you had any experience in this matter and can you suggest the best way to get started?
-- P. Granger.

A: Great question, Mr. Granger, though not one I'm personally qualified to answer since I have not had direct experience with international sales. So like any good columnist without a clue I can either make up something and hope it sounds semi-intelligent or I can consult someone who really is an expert on international sales and let him answer your question. Since my agreement with The Times prevents me from fabricating anything other than my true age (I'm 29), let's go with the latter.

I called on Jose Rodriguez, President of RISMED Oncology Systems, a Huntsville company that provides high medical technology to radiotherapy professionals around the globe, to get his input on the subject. Jose is an old friend and client and if anyone can give pointers on doing business internationally, Jose is the man.

Jose believes that the decision to do business beyond your own backyard should be based on your success as a local, domestic business first. "Unless the business is intended to be one that sells to international customers only, one should not jump into international business until they have devoted the time to develop a good local and domestic business first," Jose recommends.

Here are a few other points Jose recommends that you keep in mind when considering an entry into the international business arena.

Instill Confidence In Your Customer

Regardless of the type of product or service you sell internationally, you must be ready to provide your international customer with an even higher level of service that you offer your domestic customers. To instill confidence in your international customers you might have to offer such things as around the clock telephone support, extended warranties, and other services that help the customer have confidence in doing business with you.

Know The Rules

You must understand all of the rules and regulations that govern international business practices in this country as well as those in your customer's country. Understanding the rules will allow you to provide service beyond the expectation of the buyer and operate within the boundaries of the law.

Understand The International Shipping Process

If goods are being shipped internationally you must have a thorough understanding of shipping modes and regulations. Any difficulties with shipping will always be viewed by the buyer as the seller's responsibility, right or wrong. Understanding the entire shipping process and having policies in place will help avoid shipping problems and keep the customer happy.

Work With Experienced Companies

Always look for experienced companies to work with, especially when if comes to shipping, insurance, freight forwarders, etc. Such companies are great allies and will help keep everything in order and will also help in solving problems related to their end of the process.

Signed and Sealed

Never conduct business under verbal orders. Always put everything in writing with the required signatures. Doing international business is different than domestic business. Outside the United States signatures and seals are required to seal the deal. Don't worry about offending your customer as this is just part of doing business internationally.

Include A Packing List

If shipping goods, always do a packing list and always number the packages (if 5 packages are being sent, label them 1/5 [1 of 5], 2/5, etc.). If anything is lost, they will know which package is missing and you will have sent a packing list detailing what was in every package, making it easy for the customer, the shipper and the insurance company to solve the problem. Also, always insure your goods for at least 110% of their value.

Have A Damage Policy

Always have a note in your paperwork requiring damage or losses to be reported within 24 hours. Damage reports should be made to the customer's local delivery company as well as to the shipping company on your end.

Signing Off

If you are selling services abroad, always have the required paperwork so that as the work is finished or as deliveries are made, the customer signs off in agreement with what was delivered.

Ensure Payment

Depending on the amount of the sale, always require payment in advance in U.S. currency or payment through a letter of credit to be paid out in U.S. currency. You might also require that the letter of credit be irrevocable and transferable, that it allow for payments of partial shipments, etc. The more flexible the letter of credit, the better, and usually such clauses are yours just for the asking.

There are many other considerations you should investigate before starting your international business, but that's a great list to get you started.