Email is one of the primary modes of business communication today, facilitating the closing of deals, key transactions, and relationship building. In a recent report, the number of email users in 2015 reached 2.6 billion, which is expected to grow to 2.9 billion people worldwide by 2019. The same research sheds light on the role email plays in business, with 205 billion business and consumer emails sent and received every day.
Email etiquette is more important now than ever as it is a written documentation of daily business proceedings and can be kept and preserved. Moreover, email etiquette can vary cross-culturally, and knowing these important differences can help make or break your business goals.
Considering 122 business emails are sent and received per day, per user, you have the opportunity to set yourself apart in a global market by ensuring each email is aptly worded for your audience.
Professional protocol is important when you introduce yourself to a prospective employer, new colleague, or potential client in both U.S. and international markets. Among the biggest faux pas you can make, is failing to offer any introduction or offering an insincere introduction. To reduce the chances of these email faux pas, employ these seven practical tips for a positive first impression:
1. Research the form of address
Discover and use the proper form of address for the recipient. For example, you should use title and last name with a colon, e.g. “Dear Ms. Smith:” for a higher-ranking colleague, potential new employer or a client.
Plan to use the formal Mr., or Ms., and avoid defaulting to an informal first name unless you are 100 percent certain of organizational culture. For example, “Hello Sharon:” to a coworker or known contact may be acceptable; however, “Dear Ms. Howard:” is appropriate when introducing yourself to a potential new client, customer or employer.
2. Direct cultures
In direct cultures like the U.S., the best practice is for the sender to introduce themselves by first and last name with some background information in the first few lines. For example, “Dear Ms. Mandell: My name is Sharon Schweitzer, founder of Protocol & Etiquette Worldwide; I was referred to you by …” or “My name is Sharon Schweitzer and I am an International Business Expert writing to you about …”
This is especially important when introducing yourself to new contacts, potential customers, clients and employers who need to understand how you received their contact information.
3. Indirect cultures
When sending email to people from indirect cultures, it is proper protocol and a best practice to research country customs. For example, in Japan it is polite, appropriate, and customary to inquire about the weather in the first sentence of a business email.
Contrastingly, it would be inappropriate to send an email introducing yourself to a potential Japanese contact. In indirect cultures, introductions are only made by third parties due to custom; cold emails are ignored, deleted, blocked and/or marked as junk.
4. Background information
Providing context for the self-introduction is crucial, especially when referred by business colleagues.
Beginning the body of an email with “I hope this email finds you well” or “I hope that you are well” can convey insincerity. Be authentic and provide relevant information to the recipient, allowing them to make an immediate connection.
5. Professional etiquette
Use proper business etiquette even if a new manager or prospective employer uses an informal tone in an e-mail to you. Once you become familiar with protocol, you may be able to correspond in a more personable manner, but initially displaying professional modern manners will present you and your company in a favorable light.
6. Concise points
State the business purpose of the email concisely, whether it is a proposal, introduction, writing sample, resume or product; graciously request interviews, one-on-one meetings, or resources.
7. Sign off with contact information
Select an appropriate closing phrase for the destination culture, like “kind regards”, “sincerely”, or “best regards”. If your email signature line doesn’t include your contact information, then be sure to include it the body of the email.
With these tips, you will digitally impress potential new employers, colleagues or clients, and begin to move closer towards building a strong, successful relationship.
Doing business in Shanghai? Singapore? Hong Kong?
Custom-tailor your approach just like a Hong Kong tailor does for a silk suit or dress. They understand how to fit their clothing for a particular person, and you need to do the same for each unique situation.
Avoid imposing personal customs, habits, and business etiquette from your passport country into international business meetings and deals. By doing a little research and preparation, you’ll fit in more easily and find your business dealings go more smoothly.
Consider these 12 tips to prepare for business meetings abroad:
1. Time
Plan to arrive early and stay late. Understand that ‘time-conscious’ Western economies think of time as a limited and cost-related commodity. Western businesses also tend to be more short-term focused than those in the East, for whom quarterly earnings are less a measure of success.
Remember, these are cultures whose history is measured in millennia rather than centuries! Allow plenty of time for discussion, dinner and drinks.
2. Plan a power conversation
Include the higher purpose in the early discussions. Discuss the 30,000 foot view, like the industry’s current and future developments, not just the business at hand.
3. Small talk starts the meeting
Be prepared to begin with small talk about your business counterpart’s country, as well as their customs, history and current popular sports figures. Consider incorporating activities that will be popular and positive experiences for everyone, such as visits to their world heritage sites.
4. Formality shows self-control and self-respect
Body language is as important as the words you speak in Asia – sometimes more so. Remain calm and formal to demonstrate self-control and that you’re worthy of their respect. It is considered improper etiquette to place hands or fingers on yours or anyone else’s head, face or mouth.
5. Prepare a Memorandum of Understanding
Have an MOU prepared in advance so that when both parties agree to move forward, you are ready to start the process. More detailed agreements, including licensing, can be drafted later.
6. The importance of saving face
Saving face, the notion of ensuring behavior does not provoke strong negative emotions in another person or yourself, is critically important and deeply valued in society and business. Ideas should be discussed gently to avoid “throwing anyone under the bus” or anyone losing face, you included.
7. Gift exchange
Coordinate the gift exchange before departure, confirming details with your inside contact.
Small, locally made artisan crafts and gifts from your home region are typically well received. Inexpensive, pre-packaged, non-perishable food-items such as local sweets, regional peppers, maple syrup, and chocolates are also good ideas.
Consider books, bookmarks, golf balls and scarves that may not be available in the destination country. Avoid red ink in books and papers. Be sure to bring extra gifts in case you are introduced to someone you weren’t expecting to meet.
8. Time for silence
Brief your team beforehand about having specific time set aside after the meeting for silence and questions. In Asia, it is impolite to ask questions during a presentation. This is viewed as ‘interrupting’ the speaker. The same dynamic occurs during meetings.
9. Avoid product promotions
Before describing your services or products, be prepared to discuss other, general topics. Wait to be asked for your materials, rather than hand them out.
10. Patience
Constant distractions in many Asian workplaces, including cell phones ringing frequently and animated conversations elsewhere in the building, may cause you to feel distracted.
Remember that other cultures have different ways of working. In Asia, businesspeople are very comfortable with constant interruptions and dispensing with agendas in service of important relationships.
11. Humor caveat
Humor is culture-specific, so something that is funny for someone in one culture may draw blank stares or serious looks from those in another culture. Subtle meaning from North American or European humor can get lost in translation in many Asian cultures, and vice-versa.
If you do tell a joke, know that the interpreter may simply tell those present to laugh because the visitor just told a joke that they can’t understand. Which, in itself is kind of funny, right?
12. Gestures
Avoid expansive, sweeping hand movements. Research offensive country-specific gestures to make sure you don’t unintentionally insult anyone. Most Asian cultures don’t gesture with their hands or point with their index finger. Use an open palm facing upward to indicate direction.
Knowing proper international business meeting etiquette goes a long way in opening up new ventures in Asia and beyond. Creating a welcoming atmosphere that is respectful of different cultures and business practices, rather than trying to force Western ideas on others, will go a long way to inspire trust, establish rapport and build long-term relationships.
Thinking “relationships,” rather than just “transactions,” is essential for successfully navigating global business today. While it’s often tempting to think you can fly into another market, get the deal done, the contract signed and fly out again, this is contrary to the way business is conducted in many parts of the world.
For example, as one Texas-based CEO shared with me recently, when talking about his business dealings in Myanmar:
You will likely need to invest in relationships over a period of several years before expecting anything to be signed, sealed or delivered.
So, what are the basics you need to help build trust, inspire respect and create long-lasting global business relationships with your trade partners around the world? These 8 tips will set you on the right path:
1. Language & Business Cards
Research the official language of the country and do not assume it is English. Although businesspeople may speak English, it is best to hire your own interpreter so that you communicate your message clearly, as well as understand side conversations. Translate your business card into the local language, a detail appreciated by locals.
2. Belief Systems & Ethnicity
Having an awareness of the belief systems and ethnicity is crucial for attire, communication, physical space and distance, gender roles and protocol. For example, in Malaysia with diverse ethnic groups, it is important to respect Muslim, Bumiputra, Chinese and Indian customs when communicating, dining and socializing.
3. Names and titles
Pronouncing names correctly is important worldwide, and using honorifics and titles for denoting hierarchy, gender or age varies by culture. It is more common to use titles and formalities in many countries than it is in the U.S. and Australia.
4. Gender Roles
There is no hard and fast rule on how women are treated in the world of work. The extent to which a female professional may experience challenges due to gender varies, as indicated by the Global Gender Gap Report. One example is how greetings vary across cultures. A safe rule, especially for men, is to wait to see if a woman offers her hand first, before offering yours for a handshake.
5. Time
Cultural differences about time impact relationship building between the U.S. and Asia, South America and the Middle East. There are big differences between monochronic and polychronic people, and companies lose countless weeks and millions of dollars because they fail to understand the variations within, as well as between, cultures.
6. Cultural Taboos
These vary depending on the country. Some common U.S. gestures, such as crossing legs when sitting, placing feet on a desk or table, and indicating direction with a foot or shoe are considered rude and uncouth in Asia. Other taboo gestures include pointing with the index finger in several countries, like the Czech Republic.
7. Greetings
Global greetings vary, and tend to be more informal in the U.S. and Australia. However, worldwide, formality is more common.
Nothing will ruin an introduction more quickly than defaulting to a first name without an invitation.
For example, it is impolite to default to a first name in Myanmar, where people are respectfully addressed with all four names and a title such as: Daw Aung San Suu Kyi.
8. Business Attire
Wardrobe varies based on country, company culture, and seasonal weather. For example, in Japan, in hot, humid months, a professional business suit is still expected. To avoid offending your counterpart, wear modest, professional business dress for initial meetings, official events, and contract signings. In less formal situations and countries, light-colored, open collar shirts and dark slacks for men may be acceptable.
Be cautious about adopting local fashions, like Myanmar’s longhi. Women in African, Asian, and Middle Eastern countries are expected to dress modestly, covering arms, legs above the knees and décolleté.
At the very least, remember that without a firm foundation of respect and trust, business transactions are like houses built on sand. While in the West it may be tempting to think of relationships as transactional, in the sense that you nurture them only after a deal has been struck, the opposite is true in many parts of the world.
Be relationship-focused throughout: before, during and after your interactions overseas.
What other areas can global trade professionals focus on as they work towards becoming more relationship-focused?