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Packaging Horizons
Speaking the Language
Adding cross-cultural skills to your professional toolbox can enable you to say "yes, si or oui" to global opportunities.
By Anne Baye Ericksen
It's a small world.
This well-worn cliche´ is becoming more true every day, thanks to the marvels of modern technology. Communicating with others, even those in the farthest reaches of the world, is as easy as making a few keystrokes on a computer keyboard. But more important than being able to contact someone in, say, South America, is being able to understand each other.
Communications experts contend that the act of communicating is not complete until the receiving party has understood the message being sent, therefore successful communication cannot always be guaranteed. And when it comes to doing business abroad, two-way communication and mutual understanding is an essential element that must be mastered to even get a foot in the international business doorway.
This philosophy can be applied to all areas of business in all industries, but is particularly crucial to conducting business in the international arena. Here, there are so many potential obstacles between customer and supplier that nothing should be left unsaid or assumed--unless you're willing to jeopardize the relationship. That's why more companies competing in international markets are seeking professionals who not only have experience in the packaging industry, but who are also bilingual.
First impressions
To lean on another well-worn cliche´--the first impression is a lasting impression. Imagine the impression you can make on an international client if you greet him or her with a few words of his or her native tongue. It's safe to say that, if done correctly and sincerely, you will have demonstrated to the client your interest in their business and culture, and your desire to meet his or her needs.
"Speaking and understanding their language lets customers know you care about them," says Holly May, market development manager for ORBIS, Oconomowoc, WI, who adds that it will also help fend off the "ugly American" syndrome.
"Whether it's during a sales call or in the boardroom, speaking the language of those you're doing business with is an invaluable asset," says Jennifer Dochstader, founder of latinPress, a publication aimed at U.S., Canadian and European suppliers, printers, converters and end-users with business interests abroad.
Indeed, being well versed in a customer's native language and culture is probably more important to establishing the working relationship than it is to the actual deal-making. Commonly today, when it comes time to discuss details, it's done in English, which has become the international business language. But, does that let all Americans off the hook for not learning a second, or even a third language? When asked this question, most worldly packaging professionals emphatically respond, "No."
"The United States is unequivocally behind much of the world regarding the number of languages that corporate executives speak," asserts Dochstader, herself a fluent Spanish speaker.
But more importantly than falling behind in the linguistic statistics is the fact that speaking only English can limit your understanding of international business dealings.
"Speaking [only] English can be a disadvantage," explains May. For example, she cites a time she met with some Chinese customers. During negotiations everyone spoke English. "But when they wanted to discuss something amongst themselves, they spoke Chinese." May remembers wishing she could understand them, because perhaps she could have cleared up a misunderstanding or better understood their expectations.
To avoid such situations, many packaging professionals are expanding their language skills. One of the more commonly learned second languages is Spanish, which can be especially helpful given the phenomenal growth in the Latin American marketplace.
"I knew Spanish was becoming the world's second-most spoken language and I wanted to be prepared for international business," explains May as to why she chose to learn this particular language.
"Learning Spanish was the single most important business decision I could have made," adds Dochstader. "Spanish has repeatedly opened doors for me in business."
Cultural perspectives
There is, however, more to learning a foreign language than just translating your thoughts from English to Spanish, French or Japanese. While learning a foreign language you should also study the culture, history and traditions of the countries where it is spoken. Such knowledge can afford tremendous insight into the country's business culture and practices. "I've found that if you show a genuine cultural interest, you'll get a lot more mileage out of your business dealings," advises Dochstader.
Some international professionals would even go so far as to say that an intimate knowledge of the cultural and business philosophies is more important than knowing the language. Being unfamiliar with how business is conducted in a particular region of the world can mean your message or business objective may be missed, thereby leaving you with a bigger problem than when you started, explains Elizabeth Webb, international marketing manager for Hoover Material Handling Group Inc., Alpharetta, GA.
Sadly, an easy mistake to make is to assume that everyone does business in the same manner and pace as in the United States. Truth is, every country or region has its own unique business style and practices. In fact, most companies not only appreciate but expect foreigners that wish to conduct business with them to acquiesce to their style of business. For example, the Japanese are very detail-oriented and expect as much information as possible. "The Japanese work with details rather than concepts," confirms Webb. "Therefore, our presentations to Japanese clients are much different from what we're used to doing for American clients."
Going beyond adapting new business styles is the art of building relationships, which can involve much more than precise presentations. In some Latin American countries, it's the social interaction that counts most.
"In Latin America, the relationship is a vital part of business," comments Rosemary O'Leary-Rutland, packaging manager for Coca-Cola Latin America, Andean Division, Santiago, Chile.
O'Leary-Rutland explains that Latinos will almost never answer "no" to your questions due to the perception that not knowing the answer is an embarrassment.
Webb admits she may not always understand the cultural differences and subtleties of those she does business with in Asia, but she can appreciate them, which does count for something. Webb's best advice to the inexperienced international business person: Be realistic--it's impossible to know everything from the get-go. "It takes time and effort to acclimate yourself to such situations," she says. Dochstader agrees. "Acclimation is the key, and what I believe to be the most effective mindset of an international business traveler."
International business is playing an increasingly larger role in the packaging industry, and becoming a real player requires a commitment to explore every aspect, from language to culture to business practices. And, if you're willing to accept the challenges and overcome the differences, the outcome will be a real feather in your professional toolbox.
Anne Baye Ericksen is a freelance writer and a contributing editor to Packaging Horizons Magazine. She resides in Simi Valley, CA.
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