Business etiquette
How ‘ cultured ’ are you ?
Simon Naudi with some strong advice on the importance of studying business cultures and taking heed of the many local nuances
n this day of political
I correctness there are so many sensitivities to be aware of – gender and pronouns , race , religion , and culture . Perhaps because many are not visible or obvious they becomes easy to miss .
Cultural issues will have an impact on every aspect at an event from location – in Europe and the United States a location close to a bathroom is not usually an issue whereas in the Far and Middle East it will be less popular – through to personal space . ( I have seen Western sales executives trying to sell stands for a show and trying to convince a Hong Kong client to take the stand next to the toilets – “ Not everyone likes a drink , but they all have to use the toilets !” was the pitch that , of course , went down the pan , so to speak .)
Card tricks Westerners often have a need for much greater personal space than our Eastern cousins and this , in turn , could influence the layout of your stand .
Using your left hand to pass a document to a client can be frowned upon , as will treating a business card as merely a piece of paper to a Japanese audience . In a meeting its common for Asian clients to lay out the business cards ( which are always treated with respect and a two handed approach ) to reflect the seating around the table .
I remember one exhibitor offering his own business cards to all other exhibitors in Thailand . Instead of being sensitive to local culture , he was literally tossing them as if he was some dealer in a casino – propelling cards at stand holders ! You could feel the shock of disbelief passing through the aisles of amazed recipients .
Hospitality is far more important in the Middle East and Far East , and offering food or a car wash to visitors will be far better received than free parking .
We also have to be mindful of where we point our feet with some Asian and Arab cultures and avoid public displays of affection , never
Above : Simon Naudi
“ One exhibitor in Thailand was tossing his business cards around as if her were a dealer in a casino ”
mind touching a Thai ’ s head . In South Korea , for example , age is very important as this signifies how much respect you are due . It is not uncommon for the first interaction there to include asking your age !
Yes & No It is also a minefield to understand the difference between Yes , No , and Maybe ! Some cultures are reluctant to say No even if they have no intention of doing business with you . Often exhibitors miss the fact that in Far Eastern cultures it is common for the ‘ juniors ’ to visit for the first days of the show , deciding on a shortlist for the decisionmakers to attend later on , so be careful not to dismiss the visitors to your stand as time wasters .
What can be seen as a bribe in one culture will be expected in another and some businesses even have a budget line for such ‘ transactions ’.
Always invest in good translation of your corporate credentials if venturing abroad and be aware some need written material . Likewise , a native speaker on your stand will pay dividends .
I have not even touched upon how easy it can be ( and important ) to invite ministers or royalty to visit your event in the Middle East and how that can boost your visitor numbers .
My advice would be to research your target audience ( visitor , client or country ) thoroughly before even attempting to enter any market . A good local agent will also help with the visas and letters of intent that will smooth the path to working in a new cultural nirvana .
n Simon Naudi is the CEO of Answers Training Group and has 35 years of experience both in the events industry and working internationally . Contact : www . answers-group . com T + 44 ( 0 ) 1252 845500
www . exhibitionworld . co . uk Issue 1 2024 37