Learning cultural norms and understanding international business etiquette are precursors to developing trust. And trust is the building block of creating healthy business relationships. Business travelers who demonstrate cultural awareness may inspire greater confidence and rapport with the people they encounter on business trips.
Your cultural IQ matters
Business travel is sometimes taxing: from enduring fatigue and jet lag to adjusting to changing climates and diet. The last thing travelers should worry about is committing a cultural faux pas against co-workers, hosts, or local residents that might negatively impact the outcome of their trip.
Here are five things business travelers should know before they go:
Verbal and non-verbal communications
Negotiation often relies on effective communication. Become familiar with acceptable verbal and nonverbal behaviors. For example:
- Is direct eye contact considered rude or forward?
- Is speaking loudly in public spaces regarded as ill mannered ?
- Is it appropriate to shake hands with a female colleague, or is nodding a better way to acknowledge her?
- Is giving someone a thumbs-up going to embarrass or delight them?
Concepts of time
A culture’s concept of time can affect business meetings and social interactions.
- If the culture emphasizes relationship-building, then a time of “warming up” before diving into business is normal.
- If punctuality is valued, then “getting right to business” is appropriate.
- Travelers should know if they are expected to arrive early (if so, then how early) or if it’s fine to be fashionably late.
Religious and social protocols
Some countries maintain strict rules and legislation addressing people in the community. Travelers are advised to do their research, exercise caution and consult their company’s duty of care and travel policy guidance to navigate encounters involving gender and sexuality. Managing cultural nuances also means knowing what items may be banned (such as religious books and materials), as well as social rules governing the acceptance or non-acceptance of personal symbols such as tattoos, etc.
Dietary restrictions and table manners
Consuming or innocently gifting religiously or culturally inappropriate food can cause offense.
- Alcohol and pork are often prohibited in Muslim countries.
- Gifts made from leather or other animal skins are considered offensive in some communities.
- Using your left hand to eat is not acceptable in many countries.
Dress codes
Business travelers stick out like a sore thumb when they fail to adhere to local customs and laws regarding dress codes. For example, the concept of modesty varies in every society; this could translate into simply covering arms and legs or hair.
Cultural intelligence is part of duty of care
Possessing cultural intelligence is a competitive advantage. It’s not just about whether to shake hands or bow – it can be a crucial part of business travel and employee risk management policies, and even preserve a company’s reputational image. Leaning into emotionally intelligent conversations, expressing empathy and respect in business settings, and managing cultural nuances may be the differentiators between a successful business trip and a failed one.
