International Trade Communication

Smart Business Negotiators Adapt to Audience Cultural Styles

It is the communication smart Business negotiators adapt to audience cultural styles.

Many international salespersons face steep learning curves when communicating with prospective clients from different cultures.

Communication involves five basic steps. The sender first formulates a message, then encodes the message for the intended receiver. The message is sent through a channel either verbally or non-verbally in face-to-face communication, or via hardcopy or online media like email. Receivers decode the message, then provide feedback that says whether or not they successfully understood the message.

Universalism Fails

Unfortunately, communicators from American, Australian, British, German and Swedish cultures often assume that the way they encode their messages is universally accepted. That is, cultures with high universalism believe that their ideas and practices can be applied everywhere without modification.

The universalistic attitude often leads to communication style clashes with prospective trade partners like China. Consider James McGregor analysis of the Chinese mindset towards foreign executives in his book One Billion Customers: "Chinese expect to be treated differently … I have yet to meet a Chinese person who is not extremely thin-skinned if even a hint is given that you aren’t treating them as your equal or, for many, as your superior."

Indirect Style

Common in Arab countries and Japan, an indirect style conveys messages implicitly. Voice intonation, timing and facial expressions all play roles in communication rather than language alone. Indirect communicators tend to share large information networks and close personal relationships with their audience.

Direct Style

In American and Canadian cultures, people are highly focused and communicate directly. Meetings have agendas with specific issues; these are discussed boldly and pointedly. Middle Eastern and Asian cultures consider this approach as abrasive.

Elaborate Style

Most Arabic countries feature a great deal of talking and detailed descriptions. Speakers often repeat themselves. For example, an Arabic professor may take half an hour to give a 10-minute lecture. Audience members from the United States and Canada focus on wasted time rather than on the notion that repetition ensures that everyone thoroughly understands the message.

Exacting Style

English, German and Swedish cultures emphasize precise word choices with just the right amount of verbiage to communicate the message. Too many words are considered exaggeration while too few words make the message ambiguous.

Succinct Style

As is the case in most Asian cultures, the Chinese speak few words. Understatement is common; pauses and silence are used to convey meaning. This style often leads to miscommunication with Americans and Canadians who expect direct communication. English, German and Swedish audience members will also be frustrated with what they perceive is an ambiguous message from Chinese speakers.

Contextual Style

Highly collective cultures like Ghana, India and Japan focus on speakers and their relationship with the audience. Contextual communicators choose words to suit the role and hierarchical relationships of participants in the conversation.

Affective Style

Communicators in Asia, Latin America and the Middle East use language that requires listeners to carefully note what is said and to observe how the sender is presenting the message. The receiver must interpret non-verbal signals to fully understand what is said.

Personal Style

The United States, Australia and Canada are highly individualistic cultures that focus on the message sent and on the reduction of communication barriers with the audience. In personal style cultures, communication is informal and direct. In contrast, Asian executives are astonished when they hear Canadian administrative workers address a senior vice-president by his first name, Bob.