Business protocol: your passport for gaining the global edge.

The globalization of international trade has created a new world of opportunities and challenges for those going global. To understand the dynamics of global trade it is imperative to understand the business practices and social customs of other countries. How far, though, must we bend to negotiate effectively in the new global marketplace? Or, must we bend at all? The answer is simple. The appropriate strategies and tactics will always depend upon the nature of the business relationship itself. In particular - who is the buyer and who is the seller? It has often be been said that "you can buy in any language, but you can only sell in the language of the customer." This applies to both verbal and non-verbal communications. Unfortunately, many negotiators look solely at the bottom line, signing global deals without concern for each others' culture. While appearances remain cordial and tolerant during negotiations, executive may enter into and conclude cross-cultural dealings, often without ever understanding or acknowledging the underlying cultural implications. In today's complex and competitive world markets, executives can no longer jet across borders ignoring the "culture factor." Today's global executive must be an effective world communicator, acknowledging and appreciating the protocols of other nations. Here are a few protocol pointers to help you gain the global edge.

CHINA

The Chinese bring the ritual of fung shui to business dealings. When a new project begins, it is not unusual to find a geomancer (a master of fung sbui) involved in the undertaking as a project consultant, advising on ground breakings, office openings, and even comparing the astrological charts of the working partners to see if they are compatible. Fung shui also has its own list of do's and don'ts which must be strictly followed, especially when opening a new office in China. For example, doors must not open directly to the outside world so that evil spirits cannot easily enter or to allow good luck to escape. It is likely you will find yourself walking through diagonally-aligned doors that never directly face the street, since it is believed that these spirits can only move in straight lines. Auspicious meanings also, are found in almost every aspect of Chinese culture. Even numbers are important. The luckiest of all number is eight, which means prosperity. Eight is considered to fortuitous, in fact, that it is often found in phone numbers and addresses of Chinese companies around the world. Even signing ceremonies are often scheduled on the 8th day of the month at 8 o'clock to ensure good fortune. When presenting your Chinese associates with gifts, be sure to have them wrapped either in gold to represent fortune or red to symbolize luck. Even gifts of fruit can carry symbolic meanings. Peaches are favored because of their rich golden color and round shape, which wish the recipient fortune and a well-rounded life. The Chinese are astute negotiators and bargain fiercely, particularly over price. Haggling is a time honored custom and any price you offer should be significantly higher than your bottom line in order to provide for necessary concessions. Foreign negotiators have often noted that they assume a price has been agreed upon only to find themselves back at the negotiating table. Expect that the Chinese will continue this process even up until the time you are on your way to the airport.

MALAYSIA

Ethnic Malays or Bumiputra hold most of the political power and wield the most influence in the country. Retaining of these representatives is advised, especially for negotiations, bidding for government contracts, or conducting business with state-owned enterprises. When traveling to Malaysia for a business presentation, be aware that strict laws allow that mail and other documents brought into the country by hand are subject to inspection. Strict censorship laws exist and any promotional material should be cleared beforehand to guard against inconveniences. The Ministry of Information strictly controls advertising in the country, enforcing bans on sex, immodest dress, the use of alcohol and tobacco, and other Islamic taboos. One of the most serious affronts to the Malaysian people and especially royalty is to sit with cross legs or showing the soles of your feet. Note also that in Malaysia, the left hand is reserved for hygiene and any documents should be passed with the right hand. Moslems are forbidden to eat pork and Hindus and Sikus have a food taboo against beef, therefore when entertaining Malaysia, it is appropriate to ask clients their food preference. When in Malaysia, you will find that the people enjoy singing "drinking songs" after their meal. As an invited guest, you will be asked to participate, so be prepared.

VIETNAM

In Vietnam there are approximately 300 family or clan names, but only about 20 of them account for a vast majority of the people. For example, over 50% of all Vietnamese carry the last name of Nguyen. Therefore, it is advised to make certain when contacting or writing any Vietnamese, you not only have a person's name, but their company, title, and division on hand as well. Negotiating in Vietnam requires patience and perseverance. The process is slow. State monopolies still wield considerable power in their respective industries, despite the opening up of competition. Dealings with smaller corporations may move more swiftly as many are privately owned. The black market is estimated to account for nearly 40% of the national economy. Investors should steer clear of questionable activities or conducting business with local firms which do not seem reputable. When entertaining your Vietnamese associates, watch your chopstick etiquette as each position carries a special meaning. Never point your chopsticks at another person or wave them when speaking. When not eating, chopsticks should be placed in a horizontal position, resting on top of your rice bowl. Always avoid sticking them upright in the rice as this symbolizes death.

ARGENTINA

In Argentina, a sure sign that business is proceeding smoothly is when you are extended the abarzo (meaning the hug). This greeting is a common gesture between men. Expect the hug to be warm and friendly with even pats on the back showing that they are glad to see you. The polite greeting for women is a kiss on the cheek. Argentine mannerisms are closer to European culture that to Latin American. Argentines can be animated in discussions, using gestures and touch for emphasis. During meetings, your Argentine associates will look for uncomfortable fidgeting, wandering eyes, and yawns for clues on your commitment and interest. Direct eye contact is important to show your sincerity. Argentines are tough negotiators and concessions in your business dealings will take time. The process will be slow regardless of your efforts, even when both parties are eager to forge the deal. It is recommended to identify a third party with close connections to the government and business community that can help you break through the bureaucracy. When scheduling to sign business contracts, check your calendar to make certain the date does not fall on Tuesday the 13th as it is a unlucky for Argentines as Friday the 13th is in the U.S.

POLAND

After years of being under a centrally-run economy, Polish businesspeople are struggling to adapt to new methods of management and decision making which stress personal responsibility and innovation. However, since a clear shift in business practices has not fully materialized, outsiders should not expect to find a mirrored reflection of the West. Foreign executives may find their Polish counterparts closely studying their style and business savvy. Many executives either follow a Western-style management practice or one that still clings to old ways which require great numbers of people to accomplish small tasks. Recognizing the difference between these two methods will go a long way toward achieving a successful business agreement. Many Polish men follow their traditional custom of kissing a woman's hand when he greets her. The hand kissing occurs both at introductions and upon goodbyes. Polish women today are accustomed to shaking hands but will be impressed if you extend this gesture. Avoid shaking hands while walking through a doorway as this is considered a sign of bad luck in your business dealings. When giving flowers make sure they are unwrapped when you present them. Flowers should be given in odd numbers such as 3,5,7, but never 13. Avoid giving chrysanthemums as they are flowers associated with funerals.

ISRAEL

Israelis value directness and informality. Accomplishments that demonstrate ability are more important than etiquette or displays designed to impress. An Israeli partner or representative is key to success in Israel. An Israeli on your team enhances credibility and can assist in establishing contacts and distribution channels, dealing with government bureaucracy and regulations, and understanding cultural differences. While Israelis do not mix business with pleasure, the personal relationship enhances the business opportunity.

Israelis approach bargaining as both a game of wits and a process of compromise. They are proud of their Middle Eastern bargaining skills and will respect a strong negotiator who enjoys the challenge. Israelis' superstitions have foundations within the Jewish religion. One of these revolves around the number eighteen. The eighteenth letter in the Hebrew alphabet is known as chai, which is also the Hebrew word for life. On occasions when gifts are given, and especially when money is given (Bar mitzvahs, weddings, etc.) eighteen plays a significant role. Gifts in denominations of eighteen denote good luck. Because of religious sensitivities, it is wise to review prospective advertising with appropriate representatives. Some ultraorthodox Jews may take offense at depictions of dinosaurs or pictures of prehistoric humans, since they maintain creationist, not evolutionist beliefs. Un-kosher animals, such as pigs, should also be avoided for advertising.

SOUTH AFRICA 

Now that the worldwide markers have opened up for South Africa as trade is normalized with the country, South Africa has emerged as a gateway into Southern and Central Africa. With the multi-ethnic diversity, its important to be aware of sensitivities. For instance, the national flag and many official symbols are currently being redesigned. At a recent meeting in New York, miniature old South African flags were placed before a panel of speakers from the ANC, which regard the flag in much the same way many Americans regard the Confederate flag. The flags were swept away when the mistake was realized. Although South Africans are excellent business negotiators, it is not part of their culture to bargain hard. Emphasizing prospects for long term growth is what will ensure business success. You will therefore, want to present your business contacts as clearly and as up-front possible to convey a level of trust with which future arrangements can be based. Business gifts are best avoided since they are easily misconstrued as bribery - a sensitive issue in South Africa, which recently enacted laws making bribery a crime. Many corporations have policies barring employees from accepting or giving gifts at all. (An exception to this is the giving of tickets to sporting or cultural events.)

Sondra Snowdon is an international best-selling author and key note speaker on global business diplomacy and social protocols. She is president of Snowdon's Global Trade and Travel Network in New York City.