Developing communication skills for the 21st century
January 24, 2012 No CommentsMarye Tharp, senior lecturer of the University of Texas’s marketing department, says any communication or marketing professional “needs cross-cultural research and communication skills to be able to succeed in the future.”
In the globalized marketplace, communication skills are of paramount importance because not all markets are the same. Unless a seller understands the cultural differences between himself and the markets he seeks to tap, he cannot meet his goals.
An American with an online store that is able to deliver worldwide, for example, cannot fully tap the top markets in the world, most of which are found outside the US and Europe. These markets include such fast-growing markets like India and China, which has zoomed to become the world’s second largest economy.
There is also the traditional cash-rich market that is Japan, yet another Asian country. In fact, most of Asia is difficult to ignore since many developing economies are located in that part of the world.
One of the biggest differences between Asian and US businessmen is their approach to business. Americans (including Canadians and Western Europeans) are seen by Asians as too blunt and straightforward. They may not fully appreciate the need for politeness during every stage of negotiation.
Look at the simplest things. A Westerner would think nothing of giving his business card in the most casual manner, which would be totally unacceptable to a Japanese. Today, the Japanese method of handing a card with two hands (with a slight bow of the head) is becoming globally accepted.
This is not to say that Americans or Westerners are ill-mannered. They are not. For them, a business card is nothing more than a source of necessary information (i.e., full name, business address and contact information), but for the Japanese and other Asian cultures, it is an extension of the giver, whose name it proudly carries.
This cultural divide is also true in business communications, whether it is through a written letter, an email or a phone call. Westerners go straight to the point, while Asians require a polite greeting at the start and end of the communication.
Another market that must be understood before it can be fully tapped is the Arab world, which stretches from the Middle East to Africa. The same can also be said of all the countries of the South Americas.
For the former, women are still placed in a subordinate position to men, although this is fast changing. With the latter, hasty negotiations are considered suspect.
There are, on the plus side, advantages to globalization. For one, English has become accepted as the universal language of business. For another, business hours operate on a 24/7 basis. The US dollar is also the universal currency.
With globalization, business practices have also become standardized. The do’s and don’t’s are becoming clear to all.
You may have a small online business, but even if you are living and doing business in one area, do not be surprised to find that your clients will come from a wide variety of cultures. There will be African-Americans; Asian-Americans; gays and lesbians; Muslims, Jews and evangelical Christians. You may not be part of these sub-categories, but understanding them and the way they do business can only work to your benefit.
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