When PR director Graham Oxford and his PA arrived for a meeting in Paris recently, the receptionist greeted them with a warm smile. ‘Parlez-vous français?’ asked Graham’s PA, to which a very confused French woman paused, looked at her and replied, ‘Oui’.
But that was nothing compared to the PA who handed round the drinks and nibbles at a reception for a book launch last month and thrust a glass of champagne into the hand of a Saudi Arabian visitor,
for whom alcohol is a big no-no.
With more and more PAs taking calls from overseas clients, welcoming international business visitors to the office or at events and even travelling overseas themselves as part of their job, it’s essential not to make cultural gaffes. At best, it causes unnecessary embarrassment, and at worst it could be the make or break of a business deal. Imagine, for example, if you gave the thumbs up at a meeting with an Iranian, whose culture considers it a deeply disrespectful gesture. Alternatively, imagine a Turkish businesswoman commenting that she likes your shoes, which you respond to by showing her the shoe in more detail, inadvertently revealing your sole to her – a huge insult in Turkish culture.
Making things even more confusing is that what may be considered polite in one country could be deemed rude in another, says Chris Slay, CEO of international recruitment organisation Skills Provision. ‘A businesswoman would not be expected to shake hands with an Orthodox Jewish man, for example, and similarly a businessman would not be expected nor welcome to shake hands with an Orthodox Jewish woman. Meanwhile, in Tunisia, you always need to confirm your appointment a couple of days before the meeting. Not to do this is considered most impolite, whereas over here it could be seen to be doubting the memory of the person who booked it in.’
You can’t even assume that because English is spoken by both cultures, the people will have the same ideas and values, adds Slay. Australians, for example, are often self-deprecating in their speech and use colourful language that would be considered unacceptable in, say, a traditional English legal firm.
Invite Japanese people to the same business meeting and you could get into even deeper water. ‘Research has shown that business people in Japan tend to be much more conventional and conservative, take less risks and prefer not to rock the boat,’ says Slay. ‘It’s important to bear this in mind at all times, from the volume and tone of your speech through to your dress and general demeanour.’
To avoid offending anyone – and indeed help to endear yourself and your company to people from different cultures – homework is key. ‘A little research goes a long way,’ says Slay. ‘Start with the internet and talk to colleagues who may have already had business dealings with the people or country you will be communicating with. At short notice, you can even try to call the country’s embassy, which I have found will be only too pleased to share some basic information with you.’
Even apps can help. A new one from Europ Assistance, entitled Dos and Don’ts, for example, provides handy hints, 35 video clips and language programmes for 20 European countries.
It’s helpful to learn a few basic phrases, confirms Slay. ‘Simply starting or ending a call or conversation with a polite phrase in the other person’s native language shows that you’re interested and have made the effort, even if your pronunciation isn’t quite correct.’
Research into different cultures can help prepare you for unexpected behaviour from others too, he adds. ‘When dealing with some older Polish businessmen, for instance, you may find that they kiss a woman’s hand on meeting. This is a mark of respect and should be accepted graciously. But don’t try and initiate it – it may be seen as making fun of them.’
Another example is Saudis, who – when they meet – tend to take their time and converse about general things rather than getting straight down to business. ‘They value patience and things may take longer than you would expect or hope.’
Put some effort into finding out about this kind of information, says Slay, and you’ll find it can help business relationships no end. ‘It shows a respect for the other person or business and I have found that respect, sincerity and trust are not only valued but integral in most business communities. Your effort to put the other person at ease from the outset of your dealings demonstrates this.’
In fact, as a PA, you play a particularly important role, not least because you are likely to be one of the first people that someone meets. As such, you’ll provide one of the first impressions of your company and quite possibly your country.
Your words and actions may literally set the tone of all future business dealings, agrees Jane Firth, senior business manager at Hays PA and Secretarial. Her advice to PAs is to challenge any mannerisms that may come as second nature. ‘For example, in Vietnam, displaying emotion is considered inappropriate in a business setting. The Vietnamese display great patience and little emotion in public and the same rules apply to the business world. Also, in the Middle East, a man must wait for woman to extend her hand in a business greeting scenario.’
She adds that key dates should be considered too. ‘You may need to try and avoid doing business in the Middle East in the month of Ramadan, for instance, during which time Muslims abstain from eating, drinking or smoking between dawn and dusk. Working hours may be reduced to accommodate this.’
With language, she says, think not just about literal translations of words, but how they’re used. ‘Make sure you tailor your business language appropriately. For example, in Japan, businessmen don’t appreciate the word “no”. “Perhaps”, “we’ll see” and other more ambiguous terms are seen as more appropriate.’
If the contact is limited to ‘I’m afraid Mr Jones is at a conference’, knowing about other cultures may not be so important, admits John Mattock, author of The Cross-cultural Business Pocketbook (£6.99, Management Pocketbooks). ‘But even then, it’s essential to use clear, simple English and avoid idioms (“Bear with me while I see if I can catch his eye”) and to take care to pronounce the caller’s name correctly, even asking if you’re not sure (“Should I say ShevCHENko or SHEVEchenko?”).’
If you have regular contact, say, with an Indian partner and you know her daughter is about to get married, find out a little about local ceremonies and social rituals so you can sustain a short, friendly chat, advises Mattock. ‘At a simpler level, and closer to home, it’s worth remembering that a German or Swiss will probably be less tolerant of delays than an Italian from Naples, or that a Swede avoids risks that a Frenchman might see as an amusing opportunity to prove his savoir-faire.’
Although learning about other cultures can seem overwhelming – particularly if you’re dealing with a lot of them – don’t stress, says Mattock. ‘None of us can know every phrase and business custom possible. If in doubt, fix your mind on the good manners of the 1950s and behave that way.’
8 ways to get it right
1. Research the culture, dos and don’ts and learn a few key greetings.
2. Alwa