February 11, 2000
Contact: Lew Harris (615) 665-2465
Knowing when and when not to look a business colleague in the eye
NASHVILLE, Tenn. -- Sitting with an Arab conversation partner, it is important to avoid exposing the sole of one's shoe, as that is perceived as an insult.
-- When the Japanese are deeply absorbed in listening to a speaker, they sometimes close their eyes. To a Western speaker, this gives the impression they are bored and half asleep.
-- Italians are known for "buttonholing" their conversation partner while Mexicans practice the abrazo, an elaborate ritual of embrace that is considered essential for establishing a good relationship among business partners.
These are just a few tidbits offered in A Businessman's Guide to Cross-Cultural Communication by Walburga von Raffler-Engel, a Vanderbilt professor of linguistics emerita. The guide can be read in about 30 to 45 minutes.
"Some cultural differences are tolerated with ease while others may cause deeply felt antipathies," said von Raffler-Engel. "Some differences are immediately apparent while others are not overtly noticed and may create severe mistrust. When we judge a foreigner's behavior as a cause for mistrust, we may have simply misunderstood it."
She said that before teams of negotiators confront each other across countries, they may need extensive training. Sending an American woman in a business suit with a knee-length skirt to an Arab country would be impolite, according to von Raffler-Engel. Even if the Arabs accepted a female delegate, the "immodest" attire would offend them. If a German or Mexican businessman invites an American counterpart to his home, he expects his guest to arrive wearing a tie and jacket.
It's also important to know what to avoid talking about. "When I was in China, the first question I would be asked was my age," von Raffler-Engel said. "Nobody in Europe would ask a woman how old she was except maybe if she was a teenager."
Before going to transact business outside one's own country, it is commendable to study the foreign habits, the author said. If this is not possible, the best advice is not to be judgmental about habits.
Non-verbal communication can also be important, according to von Raffler-Engel. In the West, a speaker may be considered untrustworthy if he does not look his conversation partner in the eye. In the East, one focuses somewhat on the tip of the nose. Looking into the eyes is considered domineering and highly improper.
Even if one knows a foreign language well, he may not comprehend the social implications. For example, shortly after the author moved to the United States after living in Europe all of her life, she had a pleasant conversation with a woman who said, "You must come for lunch." "I will never forget the expression on her face when I replied, "What is the most convenient time for you," von Raffler-Engel said.
When one visits a Spanish home and admires an object, the lady of the house will offer it to you. Needless to say, one must turn down the offer.
For Americans, it is customary to begin a presentation with a joke. Beyond the difficulty of selecting a joke that can be understood and appreciated in a different culture, the basic fact is that outside the United States it simply is not considered appropriate to start out with a joke.
Von Raffler-Engel recalls attending an international meeting in Europe, where she was sitting next to a group of Frenchmen. She overheard their comments about the "discourteous behavior" or the American speaker, who had "wasted their time" with his "silly joke."
To avoid major pitfalls, von Raffler-Engel believes it is often advisable to have an interpreter. If one says something that is inappropriate in the foreign culture, the interpreter can always preface his translation with a brief explanation of the customs of the speaker's country or simply omit the troublesome words.
Another dilemma can be how to address people, the author says. In the United States and Denmark, it is customary for people very quickly to address each other by their first name. For Germans, switching to a first-name basis signals the beginning of friendship and has no place in a business transaction.
--VU--
RSS