Should I Translate My Business Card?

Exchanging business cards (or “name cards” as they are called in China) is an important ritual throughout the business world. The business card is part of your introduction and, in many cultures, it’s unforgivable if you don’t have a professional card. But in an increasingly Global business world, there are linguistic and cultural considerations too… So should you translate your card, and if so, how many times?

Hi, I am Zacharias Beckman, President of Hyrax International. I recently had a client ask me if they should translate their business card into another language, for the clients they are working with around the world. This really depends on what kind of a business you are in, for one thing. Let’s say, for example, you are a U.S. based importer bringing products into the U.S. from around the world. You probably wouldn’t need to translate your card in this case because for one thing, your suppliers are going to expect to doing business with you in English. But, on the other hand, translating your card into many different languages, for every country you do business with, would probably be impractical.

Now, another possibility is, let’s say you are a language translation company and it’s important that you demonstrate competence and ability in certain languages. In this case you probably would want to translate your card, or at least some part of your card, to indicate that you support all these different languages in your translation service.

Reputation also matters. Having a U.S. based business does bring a certain degree of credibility to you. So, translating in English card into other languages isn’t always necessary. Sometimes leaving it in English is actually the right choice. We actually have had our clients tell us that we should just leave our card in English, because it provides a certain amount of credibility.

But probably the most important deciding factor is going to be whether or not language is a barrier. For example, if you’re doing a lot of business in China, with people who predominantly speak Mandarin, you should definitely translate the back side of your card into Mandarin. On the other hand, if you’re working in India, this strategy is unnecessary. Almost every professional is going to speak English and they are probably going to give you an English card, anyhow. Different countries have different rules. In Africa, for instance, you’ll be fine with English cards. But, if you’re going into South America, most likely you should have a Spanish translation because Spanish is widely used in business throughout South America.

Whatever you decide, be practical. I recently met somebody who had not less than five different business cards stuffed into his wallet, and it took him about thirty seconds to find the right one to give me. And it was a very awkward moment. If you work predominantly with one country, then consider translating your card so that you have your native language on the front and a foreign language at the back and leave it at that. On the other hand, if you work with many different countries, then you might want to consider translating your tagline or perhaps your company slogan, and you can do that with a couple of different languages. That will indicate your support of different languages without having five different cards stuffed into your wallet.

Overseas Vendor Versus Partner

While doing business overseas, the very term “outsourcing” implies a certain detachment and distance, ripping it out of your own company and leaving it for another to do. This is usually justified by the argument that the partner/vendor can get the job done more effectively and quickly. That may be true, but will they do it on their own, just because they have signed a contract to do so? Or should you build a closer, more trusted relationship?

Hi, I’m Zacharias Beckman, President of Hyrax International, and I want to talk briefly about working with vendors versus working with partners, in your overseas adventure. Choosing the right kind of relationship is really critical. Sometimes a vendor relationship is a right way to go. Vendors are going to be easy to find. You can search the internet and quite likely come up with a number of vendors that’ll fulfill your need. They are going to be turnkey. They are going to be ready to business. Vendors are easy to engage, but, at the same time, they are not going to be looking out your best interests. They’re going to be making a profit, looking at their bottom line.

In an international setting you are throwing a lot more complexity into the mix. For example, legal agreements are going to have different meanings in different cultures. They’re also going to be much harder to enforce if you do need to enforce the agreement. And then, finally, you’ve got to deal with different country law and international law. So, the bottom line is many times when you engage a overseas vendor, if there is a problem, it’s just not practical to actually enforce a legal agreement.

When you engage with a partner, you are looking for somebody who is vested in your own well being. This is going to be a long term relationship and mutual success is what’s going to drive it. The advantage with a partner is that they are going to understand the local market better than you do. They are also going to understand local business culture and business law. So, they are going to guide you in your efforts overseas.  They will give you strategic advice that is better than your typical vendor relationship will deliver. They are more vested in mutual well being.

But, that said, finding a partner can be lot more difficult. Getting a partnership off the ground in the East or Middle East or South America is not going to be a simple numbers driven equation. Most cultures are going to want to build a strong relationship before they start talking about their partnership. It’s going to take time. It will take months in many cases and it requires a personal presence. Going to the other country, meeting with your prospective partners, socializing, developing the personal relationship, getting to know each other, and then opening up the door to a long term, very successful business relationship. Most business relationships around the world take time to build. The cultures of Brazil, Russia, India, China, most of Asia — these are relationship driven cultures. They are not going to just jump into business.

Most Common Global Communication Mistakes

Getting past communication problems is one of the first challenges that comes up in global relationship building. In the best case, our cultural mistakes can be amusing, but more often they can give offense and cost us money. Here are few common mistakes to avoid when making your first foray abroad.

Hi, I’m Zacharias Beckman, President of Hyrax International. We coach our clients on five different business cultural preferences that apply around the globe, in different cultures and in different business settings, and each one of these are extremely important. But today, I want to talk about common communication mistakes that people make when going from one culture to another in a business environment.

The first one is assuming that business culture and business practices around the world are more or less the same as they are at home. So for example, westerners tend to be very direct. They get right to the point, they want to dive into business and start negotiating right away. But many Eastern cultures tend to be more conservative. They want to build a relationship first, they want to get to know you, before they decide whether or not they should be doing business with you. So, this is just one example of how an initial meeting, when these two cultures come together, can result in a clash.

Another mistake can be putting too much attention just on the words that have been exchanged. So, what I mean by that is, Westerners might take a discussion and turn it into a contract, and look to that contract as the embodiment of the relationship. What was agreed and signed is how business should be conducted. But this doesn’t really work too well throughout most of the world. The Middle East, Asia, South America — it’s the relationship that’s more important. The contract tends to be a guideline, an initiation of that relationship. But over time the expectation is that the relationship will rule over the contract. Mutual health, mutual well being, is more important. So, what was agreed should change and this can result in a conflict where Westerners tend to be perceived as rigid, whereas other cultures are looking at them wondering, “Well, why aren’t you concerned about how well off we are together, about our future together?”

And the third point I want to mention is: Not looking deeper than just the communication and the words that are being exchanged. Multinational business and cross-cultural leadership are very complicated, because it brings a lot of different business cultural preferences into play. For example, how do different cultures think about time — is the schedule going to rule all? Or it is more important to take your time and make the right decisions and think about the long term?

It’s different from one individual to another. So, when I’m talking about East versus West, these are generalizations and it’s important to realize that generalizations don’t apply to individuals. You’ll meet Easterners that are extremely westernized and you’ll meet Westerners that are extremely easternized. But the important thing to understand is that every company has it’s own culture and just trying to push two companies together usually results in problems.

Overcoming Communication Barriers

There are many reasons for communication failure. What is said may not be received exactly the way the sender intended. Different business cultures view directness, harmony, saving face, and confrontation in different ways. How do these differences affect communication, and how do you overcome the obstacles?

Hi, I’m Zacharias Beckman, president of Hyrax International, and I want to talk briefly about overcoming communication barriers. It’s important to understand that throughout the business world English is usually a second, third or fourth language for people — even though it is a commonly used business dialect.

Fluency takes years and includes slang and idioms and local references. For example, in the U.S. you might hear, “If this doesn’t work we’re sunk” or “that’s a home run,” which is a baseball reference of course. In India someone might say, “you are gone,” to mean that their position isn’t very positive. And, I’ve had people stand up and storm out of a room saying “that’s it, I quit,” but it’s sarcasm and I know they just mean they need a break.

In an international setting it’s best to avoid sarcasm and slang, and even jokes. Instead slow the conversation down. Give your partner time to digest what has been said, so that they can understand it and ask questions if they need to.

Also, be very aware of body language. It’s very easy to misinterpret body language. The Indian head waggle, for instance, many Westerners will assume that it means “yes” because, more or less, it looks like a “yes,” but it isn’t. It definitely doesn’t mean “yes.” Instead, ask questions when you see something you don’t understand and look for multiple confirmations, so that you know that the message is properly understood.

Our number one tip for the Westerners — don’t assume that agreement means agreement. Many cultures are very much oriented on preserving harmony and preserving face, so they won’t be confrontational. They won’t directly say “no” and they won’t be terribly critical. And for Easterners, our tip is: When your Western partner seems to be overly confrontational and critical, don’t immediately assume they mean offense. They may not. Perhaps they’re being open, honest and direct.

What Is Monochronic?

Different cultures view time along a spectrum with monochronic or polychronic at either end. When planning to do business overseas it’s a good idea to understand which end of the spectrum your native culture falls closest to, and where your overseas partner’s time orientation lies. Zacharias Beckman guides you through what it’s like to be “monochronic” in this week’s video blog.

Hi, I’m Zacharias Beckman, president of Hyrax International and I want to talk about monochronic time orientation. Do you feel that being late is unprofessional? Or that, your entire day could be thrown out of wrack if you are delayed just a little bit?

Monochronic cultures tends to be focused on the schedule — on doing one thing after another, usually in sequence. Sometimes this is called sequential orientation. Western cultures are very monochronic. Particularly countries like the United States, or perhaps Switzerland or Germany. In the west its common to schedule a day full of meetings, back to back, maybe eight meetings in one day. Agendas end promptly and move into the next meeting, one right after the other.

This approach doesn’t work too well in the east and middle east where culture is polychronic. Polychronic cultures have other priorities and this western schedule driven approach can send the wrong message and often offend the people that you are meeting with.

This sequential approach, this focus on time, is very often a problem when working with eastern or middle eastern cultures, which tend to be polychronic. Polychronic cultures have very different priorities and they think about time differently. By focusing on the schedule, the wrong message can be sent, and misunderstandings can result.

What Is Polychronic?

From a young age, some of us hear that “time is money,” growing up to respect being on-time and efficient. Others learn that time is fluid, and should be invested generously (time is one thing that we never run out of, after all). Polychronic cultures like to do multiple things at the same time and resist being pushed into sequential, linear schedules. Cultures vary from one part of the world to another.

Hi, I am Zacharias Beckman, president of Hyrax International and I want to talk about polychronic time orientation. Think about this story: You are in a phone store, you are buying a new phone and the sales rep is surrounded by 8 or 10 other individuals, all clamoring for attention, and the thing is, he’s giving them attention. He is working with all of them. Polychronic orientation is doing more than one thing at a time. It’s very efficient. Consider the phone store example — while one person’s phone is rebooting, and while another is waiting for a carrier connection, that sales rep can work with someone else. So multiple people are getting served at the same time.

It is also very practical, because much of the world does not have the reliable infrastructure of some modern western countries. Transportation is unpredictable. Power is unpredictable. So, people don’t say that they’re going to be somewhere at an exact time. They don’t necessarily count on being able to work the whole day, because the power might go out. They hedge their bets and, in the meantime, they plan on doing more than one thing at a time. So they’re not inconvenienced by unpredictable infrastructure.

Consider this: If you are in a meeting and suddenly you look at your watch and say, “Oh, I’m out of time. Time to go,” [something that] happens often in the west, well it’s very disrespectful throughout most of the East and Middle East particularly. Because you are basically saying you value your time and schedule more than the relationship that you’re trying to build. Instead, the polychronic individual will take time to build the relationship, even if that means going over budget on the time. Because they trust that the next person they plan to meet will understand that. They will understand the importance of the relationship, and they’ll feel that when their turn comes, you will put the same importance on developing a relationship with them.

The polychronic individual plans on doing multiple things at one time. So, they won’t be inconvenienced or put out by a change in  schedule. It’s important to remember that most of the world is polychronic in their orientation.

How To Negotiate Across Cultures

Understanding how to negotiate in any business setting, around the world, is a fantastic skill. It takes a depth of perception about the people you are working with as well as the business culture you are immersed in.

Communication is the most obvious global communication gap. It’s the first thing we usually encounter, one aspect of personal interaction that poses a clear barrier. Throughout the world, different cultures take a very different approach to negotiations — and a lot of it comes down to how they communicate. British linguist Richard D. Lewis, whose book “When Cultures Collide,” charts these different styles. Lewis himself is an accomplished linguist and speaks 10 languages.

How To Negotiate Culturally

Communication Patterns (Richard Lewis)
Communication Patterns (Richard Lewis)

His diagrams provide a visual model of how people from different cultures negotiate in meetings and other business dealings. The inset chart includes a number of his cultural models, where potential obstacles are grey, wide shapes imply greater conversational range, and annotations offer other hints and clues to negotiation style.

So, for example, Americans are notoriously straightforward, direct, and even confrontational. They tackle problems head on, launching into negotiations immediate (before building a strong relationship). In contrast, nearly all Asian cultures are much less direct. Meetings tend to be focused more on building relationships and gathering information, especially with Japanese and Chinese cultures. Indian culture, on the other hand, tends to engage in long, verbose, sociable dialogue but eventually leads to fierce negotiation and elaborate postulating, ultimately seeking a mutually agreeable compromise. Of Indian culture, Lewis writes, “Determination of price must come last, after all the benefits of the purchase or deal have been elaborated. Indians use all their communicative skills to get to the price indirectly.”

Lewis’ diagrams on cross cultural communication style and negotiation are an invaluable aid to the multinational manager. They serve to remind us that different cultures approach negotiation differently. Each has unique expectations. Where one culture may push quickly for closure, another may want to create a deep, long-term relationship. Understanding what your partner expects is key to success.

The Five Business Cultural Practices

It’s important to keep in mind, however, that communication style is but one of many cultural preferences. Knowing how your partner will communicate is like having one number for a five combination lock.

The unexperienced think immediately of language and communication skill as the essential core of International negotiations. But there are many more dimensions that deeply influence business practices — not just what language we speak, or how we communicate. For example, every cultureperceives time differently. Some cultures prize time highly, running business activities to a tight schedule. Others feel less driven by the agenda, instead taking time to get to know each other, valuing carefully thought out actions and relationships as more important than “meeting the schedule.”

I’ve periodically posted videos on other cultural preferences, too, including power distance and individualism. Developing a deep awareness of each one is absolutely necessary to truly understand and be successful in Global business.

Dealing With Timezone Differences

Working in the global economy means spending lots of time connecting with clients and colleagues on the other side of the world. But multinational teams also face “multi-timezone” management problems. What seems like an obvious, potential problem can cause management nightmares for multinational leaders. Here are few tips on how to deal with time zone differences and build smoothly functioning, multinational teams.

Hi, I am Zacharias Beckman, president of Hyrax International, and today I want to talk about dealing with timezone differences. In my work, I’m frequently fixing problems with projects that have gone off the rails. That often means a lot of travel — going to international partners, finding out what’s wrong and fixing it. And when I’m traveling, then — that means being able to collaborate with my team, back here in the United States, is also a problem.

Timezone Challenges For Teams

Focus on finding a method for seamless communication, throughout your entire company, worldwide. You want your teams to break down barriers. You don’t want a team here to be thinking “Oh, I just cant call the other team because they are in different time zone, they’re half way around the world and I can’t bother them.” You do want them to pick up the phone and call or use Skype or whatever it is. The teams need to get to know each other. One way to do that is through co-location. Bring the foreign team home for a while. Or, send some of your team members there, so that you can build a tighter relationship.

But when co-location isn’t an option, you can turn to frequent short meetings — by phone, by Skype, it doesn’t matter. It’s the frequent contact that helps. It breaks down barriers so that the teams starts to operate as a single team, not as a bunch of different team separated by distance and culture. You don’t want your teams to feel distant, because then they are going to act distant.

The other thing you want to do is work on implementing collaboration tools that work really well with remotely located teams. So, project management systems that are easy to access, information radiators and easy to use communication tools. Plan your work days to overlap a little bit. It wont do to have your team in India working from 10 to 6pm and your team in the United States working from 9 to 5 because there is no overlap, there’s no communication. Instead adjust schedules a little bit on each side and try to have about an hour or so of overlap, so that your team can then have a daily or semi-daily stand up meeting. The idea is just to get everyone on the phone and in the virtual room together, so that they can find out what happened on the other side of the world and the they can ask the other team for what they need in order to move forward. The frequent contact and the direct connection is going to go a long way towards breaking down barriers between the team and making them more efficient.

But the meetings are short. They are just to touch base. They’re there for one team to let the other one know what happened and what they need so that they can move on and make progress, the next day.

How Do I Find The Right Global Partner?

Businesses are thinking bigger now. Your partners need to understand your values, win business and support contracts for you, and vice-versa. But, finding the wrong global partner could be a huge blunder. Here are few tips to help you make the right decision.

Hi, I am Zacharias Beckman, president of Hyrax International and today I want to talk about finding the right partner to go into business with, overseas. A lot of our customers come to us because they are in business with the wrong partner. They found a great looking ad on the internet, they sourced a request for proposals, and they got back an excellent response. Before you know it, they’re signing a contact and they’re going into the business — really, with somebody that they don’t know.

The problem with this is that, on an international scale, contracts don’t mean the same thing that they do locally. Part of this is just a practical matter. Enforcing a contract overseas is very hard. It’s expensive, it’s time consuming. But more important than that, is that relationships are the core of business in most of the world. That means that to find a really good partner you have to build a relationship network. You’ve got to have feet on the ground, overseas, building connections that you can use to find partners that are trustworthy. Those connections are what’s going to help you find the right partner, internationally.

The most important thing here is that, when it comes to finding a partner overseas, you need to have a relationship. You need to have feet on the ground, you need to build a trusted network, and you need to create a relationship based in more than just a written contract. And you need to understand the culture in which you are doing business, so that you really know how to relate to and build that strong relationship with your new partner.

Who Is My Outsourced Team’s Decision Maker?

When it comes to decision making, it’s important to know who is the decision maker at your overseas partner or vendor (and it might not be who you expect)! Business culture around the world varies a lot. It’s very likely you will experience misunderstandings when Western and Eastern firms work together. Here are some tips on how to avoid the misunderstandings.

I’m Zac Beckman, President of Hyrax International, and I want to talk about who it is at your partner firm, overseas, that actually makes decisions. You might be quite surprised to find out who can and who cannot make decisions. For example, let’s say you’re Asian, Chinese or Indian, and you’re working with a European firm. You might be completely shocked when a subordinate seems to go out on his own, make a decision, and act on it. That’s because many cultures expect decisions to be made at the top and then directed down to the subordinates.

Subordinates are expected to inform their superiors. Their superiors will take this information and weigh it, and then make a decision and convey that decision to the subordinate. So this can cause problems when Western and Eastern firms work together.

Westerners thinks that anyone is empowered to make a decision. They’ll have a conversation with an Eastern partner, and they’ll hear agreement to a particular recommendation or decision; it comes across that the decision has been made. But it hasn’t. All that’s happened is, the Eastern partner whom they are talking to has expressed agreement to the decision. They have expressed the idea that this would be an agreeable decision. But that doesn’t mean its within their power to make it happen. It’s up to the Western boss to communicate to the Eastern, boss at the same level, to make sure that decisions happen. This will not happen by itself.

Here is an example: We had a client who had engaged a firm in India. And they wanted to go visit this firm in India. Get to know them better, which is a great idea. The CEO hopped on a plane, but when he got to India, nobody was there to meet him. The President of the firm that he wanted to visit wasn’t even in the office! The entire trip had not been coordinated, it had not been communicated up the chain properly because the CEO who was coordinating this trip should have been talking to the CEO on the other side.

We have to make sure that the decisions are made at the right level and those decisions need to be communicated multiple times, back and forth. And you have to look for more than just agreement. You have to look for confirmation that the decision is being acted upon.