Business etiquette overseas.

In an ever-expanding global marketplace, more Americans are doing business overseas. More than 5 million Americans traveled abroad on business in 1993, nearly one-third of all American foreign travelers that year. And as U.S. corporations place a higher premium on overseas business, those with expertise in foreign etiquette, practices and languages will find themselves well-positioned for exciting and often lucrative foreign assignments.

But cross-cultural awareness is important not only to businesspeople traveling abroad. "We don't have to travel abroad to experience the global marketplace; it's all around us," says Kathryn D. Leary, president and CEO of The Leary Group, a New York-based cross-cultural trade and consulting company.

A New York real estate firm discovered that its Chinese buyers wanted an expert to evaluate a building's "feng shui," or energy flow, Leary relates. "The firm realized that if it wanted to sell that building, it had to be sensitive to such cultural nuances."

To help ensure your success when working with foreign clients, here are some business etiquette pointers.

IN MEETING AND GREETING, IT'S THE IMAGE

First impressions count, but on foreign turf, the rules of the game can differ markedly from ours. Dressing for success abroad, as in the U.S., usually means wearing a well-cut, quality-made, dark-colored suit. Women can also wear a conservative, but stylish, dress-and-jacket combo. But in Japan, the neck is considered an erogenous zone, and women are advised to wear high-necked blouses or a scarf.

Throughout most of the world, a handshake is appropriate on greeting and leaving, but in Asia, the bow is traditional. Increasingly, however, the bow is being combined with a handshake.

Another important factor when meeting colleagues and clients abroad is to remember names. And the best introduction is the business card.

In foreign countries, business cards are considered a mini-resume. In Europe, South America and Africa, tack on the M.B.A. or Ph.D. after your name. In England, Germany and the Netherlands, if your company was established many years ago, note the date of its founding as well.

In Europe, Latin America and Africa, executives should be addressed by their profession and/or position. Rank is so important to the Japanese that, after the bow and handshake, business cards are ceremonially presented. Marilyn "Penny" Jones, assistant general manager of corporate contributions for Matsushita Electric Corp. of America, the Japanese electronics giant, has seen Japanese executives carefully place business cards on the table, in order of rank, and refer to them throughout a meeting.

BUSINESS MEETING PROTOCOL AND AMENITIES

In the U.S., a meeting is often a stage to sell a product or idea. Our foreign counterparts, however, often view it as a chance to get to know us and to decide whether they would enjoy doing business with us. Consequently, expect low-key encounters where quasi-social formalities often supersede business discussions. Above all, be patient and don't expect instant decisions. In Latin America and Asia, for instance, decisions can take months, even years.

Gift-giving at initial meetings, while not the norm in Western Europe, should be confined to well-made American crafts or a book on an executive's favorite hobby. Eastern Europeans appreciate hard-to-find Western commodities, such as American cigarettes, cassette tapes or CDs. In Japan, gift-giving at first meetings is the norm, and consultants advise that you offer a high-quality gift bearing a prestigious designer logo or brand name.

Understanding foreigners' verbal cues is also important. The ever-accommodating Japanese will rarely say "no." Instead, they will say "maybe," or "That would be very difficult"--both of which essentially mean no.

You'll want to be careful of making certain gestures during meetings and social encounters as well. In general, foreigners think American body language is overly expressive. In most of Western Europe (with the exception of Spain, Portugal, Greece and Italy) and in Asia, aim for restraint.

WINING AND DINING

In most countries, lunch is a time to relax and enjoy good food and good company. Two- to three-hour meals are not uncommon in Western Europe, Mexico, and Latin America. Therefore, don't be in a rush to end your meal or to talk business. Just follow the lead of your hosts.

Although most of us enjoy a variety of foreign cuisines in stateside restaurants, be prepared to encounter the unusual abroad, such as the fish-eye soup General Electric Corporate Auditor Marc D. Jackson encountered at dinner with colleagues in Japan. Rather than insulting his hosts, Jackson's barely disguised shock, coupled with a gracious refusal, evoked laughter--and acceptance. "It's generally polite to try whatever dish you're offered, but foreigners know that Americans don't eat everything," he adds.

The French and Italians, who are as proud of their native wines as they are of their cuisines, will often trot out their best and oldest vintages to impress important clients. "If you don't drink," counsels Sondra Snowdon, president of New York-based Snowdon's Global Trade Travel Network Inc., "graciously explain that you'd like to taste their delicious wine, but you're under strict doctor's orders to avoid alcohol." Or simply tip your glass upside down and order sparkling water. Whatever you do, don't ask for milk, soft drinks or tap water, all considered grossly inappropriate to complement fine cuisine.

Dinnertime conversation is important. As a rule, avoid controversial subjects likely to anger or upset your hosts. While many European's may discuss family matters, Germans, Swiss and other Northern Europeans, as well as Asians, consider it rude. And in Saudi Arabia and other North African countries, questions about someone's wife or daughter are taboo. Do be prepared, however, to answer questions about African American life and culture.

BEING ON TIME

While punctuality is revered in the U.S., it is not such a premium abroad. Linda Stack, director of communications for IBM/Latin America, says that in Latin America "the general rule is that if the invitation is for 8 p.m., you should arrive at 9." She admits, however, that "this is changing, as more South Americans are exposed to North America's ways." In most of Europe, the rule is to be "fashionably late," about 15 minutes after the appointed time. In Germany and Switzerland, however, if the invitation says 7 p.m., be there at 7 p.m.

These tips should give you a head start in building business relationships abroad. But if you want to really make your mark, do the necessary research before shoving off for foreign shores.

RELATED ARTICLE: TRAVEL TALK

Q: What can I do if I lose my passport while abroad? A: Go in person to the nearest American embassy or consulate and apply for a new one, which will be expedited due to the situation. If your passport's been stolen, file a police report, which you'll need when you reapply. Always keep a copy of the photo page of your passport, having this will speed the reapplication process. If you're traveling with another American, have that person come with you to the embassy; he or she can verify that you are an American citizen. If the consulate cannot verify your ID, you'll be given a limited validity passport. When you get back to the States, you must apply again; it will cost $65 and you'll need two photographs. Before leaving the U.S., get a list of consulates through a free automated fax service by dialing 202-647-3000. Stateside, the Office of Citizen Services at 202-647-5225 can assist you 24 hours a day.

CROSS-CULTURAL RESOURCES

For more information on foreign business etiquette and trade practices, here are a few resources to consult:

Do's and Taboos Around the World edited by Roger E. Axtell (John Wiley & Sons, 3rd ed., 1993) and Do's and Taboos of International Trade: A Small Business Primer by Roger E. Axtell (John Wiley & Sons, 1994).

The Global Edge: How Your Company Can Win in the International Marketplace by Sondra Snowdon (Simon Schuster, 1985).

Kiss, Bow, or Shake Hands: How to Do Business in Sixty Countries by Terri Morrison, Wayne A. Conway and George A. Borden, Ph.D. (Adams, 1994).