Small Business Today Magazine MAR 2015 IMPACT STONE DESIGN | Page 19

EDITORIALFEATURE In terms of language, English is widely spoken in the business community and in government offices, but knowing and using a few Hebrew words, especially introductory phrases and greetings, can be useful.   Hebrew and Arabic are the two official languages of Israel.   English is the third and principal international language and Russian is also prevalent.  Most Israelis are multilingual. Appointments can be made on a fairly short notice; however, reconfirming appointments is advised, especially since most Israelis tend to have busy schedules.  Since Israeli society has gone through multiple wars, time has become something that should be both valued and enjoyed.  This view manifests itself in different ways.  On the one hand, time is important.  Israelis want to get things done quickly.  There is usually a sense of urgency when they are working.  Consequently, business lunches are not the norm as they take too long and are inefficient in the Israeli mind.  On the other hand, when it comes to time after work, Israelis are much more laid back.  Usually dinner is a better opportunity to socialize and get to know your counterpart. Israelis arrive well prepared for meetings so it’s important to provide your hosts with an agenda outlining your objectives in advance.  An exchange of business cards is common although some may be less alerted by this relatively new practice in Israel.  Therefore, provide your business card early on and be sure to have one side translated into Hebrew to show respect.  Politely request a business card in return.  If not offered, don’t be offended if your counterpart does not have one. Business Hours are Sunday through Thursday from 8:00 AM to 5:00 PM for most businesses and government offices.  Fridays are kept for private activities; however Israelis will participate in business activities on Friday mornings if necessary. Israelis are very direct, straightforward people.  This type of direct communication has been known to cause misunderstandings to those unfamiliar with it.  Very often, Westerners mistake Is- raeli directness for rudeness. This is not the case at all.  Israelis just view it as speaking honestly.  Israelis by and large express their emotions more than Westerners.  It is not at all uncommon to see an Israeli yelling at a colleague one minute and then laughing with them the next.  This may not be the case in a high-level business meeting, due to the stakes involved, but it is an aspect of the culture that must be considered and not misinterpreted. Despite their direct business demeanor and emphasis on doing things quickly, Israelis are a very warm people.  Their warmth can be seen in their way of address.  Typically an Israeli will address someone by Mr. or Mrs. followed by the person’s first name.  You should reciprocate like this when you address them.  This will help build rapport.  Also Israelis stand closer to their counterparts than most Americans do.   Although Israelis share many characteristics of Western culture, there are still many exceptions.  While direct eye contact is maintained much like in the U.S., handshakes are not as common.  You must not be offended if your Israeli counterpart does not shake your hand.  Nevertheless, physical contact is employed more in Israel than in the U.S. so don’t be surprised if someone places their hand on your shoulder when they are speaking to you.  Once they get to know you, don’t be surprised if you are greeted with a hug or a kiss on the cheek, regardless if you are male or female! As with all cultures, certain subjects can be broached while others should be avoided. Family is important to Israelis and the topic is a good one for conversation.  They will probably inquire about your family as well so you should be prepared for this.  However, the two subjects that should be avoided are the Holocaust and the Arab-Israeli conflict. If they come up in conversation, it is best not to comment on them or offer opposing opinions. Israeli culture is an interesting mix of East and West.  Nevertheless, with a modicum of research and cultural sensitivity, you can certainly succeed while doing business with the Israelis.   As a graduate of the Wolff Center for Entrepreneurship at the University of Houston, Ludmila (Mila) Rusakova Golovine, Founder, CEO, and President of MasterWord Services, Inc., started her company with a vision of seamlessly connecting people across any language, any time, and any culture.  She can be reached by email at [email protected], by phone at 281-589-0810, or visit her website at www.masterword.com. [ MARCH 2015 ] www.SBTMagazine.net 17