If nothing else works, smile, smile, smile

Gestures, facial expressions and intonation are key elements of communication: „Around 70% of information is conveyed non-verbally in conversations,“ says Susan Hoppe. US-born Hoppe conducts intercultural training courses for professionals and executives at the Carl Duisberg Centres. Although so much information is communicated through body language, Hoppe says, many Europeans only perceive this content subconsciously. Instead, they concentrate very much on the factual level (or content level) of speech. If, however, the subconsciously noticed non-verbal communication doesn’t match the spoken word, the result is unease, which can be an obstacle to establishing trust.

Finding the right distance

It is a well-known phenomenon: even if you flirt in your native tongue, it’s often difficult to interpret the signals by the coveted partner correctly. Consider this, and you will not wonder about the possible trouble lurking in the corners of international business meetings which, incidentally, are often conducted in a foreign language.

Hoppe mentions getting the distance right as one of the five most important factors that can cause irritation during an international exchange. Whereas someone from the Mediterranean, say, an Italian, will need a smaller „comfort zone“ when dealing with business partners, Germans have a larger requirement for personal space. Hoppe says that Americans actually need an even wider space between themselves and their business partners than Germans.

Cover your shoe soles!

Don’t forget your body language when you are seated – it is considered improper behaviour in the Arabic world and in South-East Asia to show your shoe soles. After all, shoe soles are usually the dirtiest part of a person or of that person’s clothing. Therefore, soles should not even be seen when you jiggle your foot, for example, when you sit crosslegged.

Like body language, facial expressions are an important factor of communication. Alas, facial expressions offer much scope for interpretation and cultural misunderstandings. Whereas it is usual for people to raise their eyebrows in Germany whenever something is unclear, Asians have a tradition of facial expressions to a lesser extent. Europeans often complain about this lack of signals to decode (as they see it) and the associated lacking level of communication.

Furthermore, traditions of eye contact vary, too. Especially in Europe, and in Germany more than anywhere else in Europe, eye contact is perceived as an important vehicle for communication, says Hoppe.

Adjust eye contact

Germans make contact and build trust by looking into someone’s eyes for a relatively long time. Foreign business partners such as Indians may feel this is excessive or even offensive. A simple solution would be to cast a glance at someone’s shoulders or hairline instead.

Hoppe adds that many Germans are unaware how quickly negative facial expressions like rolling their eyes „come through in their voice“. As a result, the German language does not sound particularly friendly. This is especially difficult on the phone when there are no other non-verbal elements of communication.

Dialogue as a success factor

Then again, business people cannot be familiar with all the cultures in the world. However, Hoppe doesn’t believe that dealing only with intercultural gaffes is going to take you any further. Dialogue is one key factor for success. After all, it all boils down to attitude: if you want to strike a deal with someone from a different cultural background, it is important to ask questions: „Excuse me, what is important for you in this situation?“ Or: „What do I need to avoid if I want our conversation to continue?“ In this way, you can build a basis for dialogue and preclude intercultural misunderstandings.

It is important between people to acknowledge cultural diversity and everyone’s uniqueness. And to step inside the shoes of your interlocutor, trying to see the world through his or her eyes. „We are equal,“ says Hoppe. Other cultures are based on other values. In Germany, foreign guests are not so much annoyed about punctuality or formality than the downturned mouth – people smile too little. „This is alright in a purely German context,“ Hoppe says. To make matters worse, many Germans give an honest answer to the casual question „How are you?“, and sometimes the answer is negative. So much openness is not always called for.

Everyone is a cultural ambassador

Therefore, business people must not forget that they are always ambassadors of their own cultural backgrounds. What impression do you, representing your country, convey to your business partner? For this reason, you should know your own culture quite well.

The only success factor to overcome differences is a smile, says Hoppe: „Even if it isn’t always completely sincere, it will always be understood as a bridge.“