Basic Rule #3: Clothes Can Make You or Break You

Wherever you are, you should not look out of place. Wear something you look natural in, something you know how to wear, and something that fits in with your surroundings. For example, a woman dressed in a tailored suit, even with high heels and flowery blouse, looks startlingly masculine in a country full of diaphanous saris. More appropriate attire might be a silky, loose-fitting dress in a bright color. With few exceptions, the general rule everywhere, whether for business, for eating out, or even for visiting people at home, is that you should be very buttoned up: conser­vative suit and tie for men, dress or skirt-suit for women.

Basic Rule #4: American Spoken Here— You Hope.

We should be grateful that so many people outside the United States speak English. Even where Americans aren't understood, their language often is. It's when we try to speak someone else's language that the most dramatic failures of communication seem to occur. At times, the way we speak is as misinterpreted as what we are trying to say; some languages are incompre­hensible as pronounced by outsiders. But no matter how you twist most native tongues, some meaning gets through—or at least you get an A for effort even if it doesn't. Memorizing a toast or greeting nearly always serves to break the ice, if not the communica­tion barrier.

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Rules of etiquette may be formal or informal. Formal rules are the specifi­cally taught "rights" and "wrongs" of how to behave in common situations, such as table manners at meals. Members of a culture can put into words the formal rule being violated. Informal social rules are much more difficult to identify and are usually learned by watching how people behave and then imitating that behaviour. Informal rules govern how men and women are sup­posed to behave, how and when people may touch each other, when it is appro­priate to use a person's first name, and so on. Violations of these rules cause a great deal of discomfort to the members of the culture, but they usually cannot verbalize what it is that bothers them.

ETHNOCENTRIC REACTIONS

Although language and cultural differences are significant barriers to commu­nication, these problems can be resolved if people maintain an open mind. Unfortunately, however, many of us have an ethnocentric reaction to people from other cultures—that is, we judge all other groups according to our own standards.

When we react ethnocentrically, we ignore the distinctions between our own culture and the other person's culture. We assume that others will react the same way we do, that they will operate from the same assumptions, and that they will use language and symbols in the "American" way. An ethnocen­tric reaction makes us lose sight of the possibility that our words and actions will be misunderstood, and it makes us more likely to misunderstand the behaviour of foreigners.

Generally, ethnocentric people are prone to stereotyping and prejudice:

They generalize about an entire group of people on the basis of sketchy evi­dence and then develop biased attitudes toward the group. As a consequence, they fail to see people as they really are. Instead of talking with Abdul Kar-hum, unique human being, they talk to an Arab. Although they have never met an Arab before, they may already believe that all Arabs are, say, hagglers. The personal qualities of Abdul Kar-hum become insignificant in the face of such preconceptions. Everything he says and does will be forced to fit the preconceived image.

Bear in mind that Americans are not the only people in the world who are prone to ethnocentrism. Often, both parties are guilty of stereotyping and prejudice. Neither is open-minded about the other. Little wonder, then, that misunderstandings arise. Fortunately, a healthy dose of tolerance can prevent a lot of problems.

TIPS FOR COMMUNICATING WITH PEOPLE FROM OTHER CULTURES

We may never completely overcome linguistic and cultural barriers or totally erase ethnocentric tendencies, but we can communicate effectively with peo­ple from other cultures if we work at it.

LEARNING ABOUT A CULTURE

The best way to prepare yourself to do business with people from another culture is to study their culture in advance. If you plan to live in another country or to do business there repeatedly, learn the language. The same holds true if you must work closely with a subculture that has its own language, such as Vietnamese Americans or the Hispanic Americans that Vons is trying to reach. Even if you end up transacting business in English, you show respect by making the effort to learn the language. In addition, you will learn something about the culture and its customs in the process. If you do not have the time or opportunity to learn the language, at least learn a few words.

Also reading books and articles about the culture and talking to people who have dealt with its members, preferably people who have done business with them very helpful. Concentrating on learning something about their history, religion, politics, and customs, without ignoring the practical details either. In that regard, you should know something about another country's weather condi­tions, health-care facilities, money, transportation, communications, and cus­toms regulations.

Also find out about a country's subcultures, especially its business subcul­ture. Does the business world have its own rules and protocol? Who makes decisions? How are negotiations usually conducted? Is gift giving expected? What is the etiquette for exchanging business cards? What is the appropriate attire for attending a business meeting? Seasoned business travellers suggest the following:

• In Spain, let a handshake last five to seven strokes; pulling away too soon may be interpreted as a sign of rejection. In France, however, the preferred handshake is a single stroke.

• Never give a gift of liquor in Arab countries.

• In England, never stick pens or other objects in your front suit pocket.;

doing so is considered gauche.

• In Pakistan, don't be surprised when businesspeople excuse themselves in the midst of a meeting to conduct prayers. Moslems pray five times a day.

• Allow plenty of time to get to know the people you're dealing with in Africa. They're suspicious of people who are in a hurry. If you concen­trate solely on the task at hand, Africans will distrust you and avoid doing business with you.

• In Arab countries, never turn down food or drink; it's an insult to refuse hospitality of any kind. But don't be too quick to accept, either. A ritual refusal ("I don't want to put you to any trouble" or "I don't want to be a bother") is expected before you finally accept.

• Stress the longevity of your company when dealing with the Germans, Dutch, and Swiss. If your company has been around for a while, the founding date should be printed on your business cards.