Cross-Cultural Communication 30-Day Challenge – Build Trust
Today we are going to look at one of the nuances in cross-cultural business. As we look at today’s tip to improve cross-cultural communication remember that we are looking at building trust. This is a reminder to question what your international clients think of what you deliver to them.
Do What You Promise
There are many cultural differences in how people react in international business. The good business practices in one culture can come across differently in other cultures. Different cultures may:
- Be indifferent
- Not appreciate them as much as you believe
- Find your tactics as impolite
- Feel awkward and not know what to do
- Feel aggressed in some way
- Prefer something else
- Respond better to something else
Learning how to do business in foreign cultures is a process that can:
- Take time
- Require adjustments on your part
Trust In Cross-Cultural Communication Challenge – Tip 13
Deliver what you promise
Earlier in this series we saw that you need to:
As you can see, the question of both parties understanding what you promise is just as important as your actually doing what you promise.
Again, today’s tip will not effect all cross-cultural communication in the same way. This is more important in some cultures than in others. But in cultures where this is important, it can destroy trust in the blink of an eye.
Let’s assume you follow good company practices and deliver what you say you will deliver. And let’s also assume that you are continually going through the process of learning more about your international clients’ expectations. These are both crucial to building trust in cross-cultural communication and in business.
Instead let’s look at this from the other end of doing what you promise.
The Dangers Of Over Delivering On Your Promise
North Americans may have a hard time in appreciating this, especially in a bad economy and when faced with stiff competition… but you need to think twice before you decide to over deliver to your international clients.
Of course, it really depends on multiple factors, but please keep in mind that not all cultures will appreciate the “extras” you decide to give to them. Most people will appreciate them… but not everyone.
This is similar to the cultural blunders of giving the wrong presents in certain cultures.
How can over delivering go wrong? Well it depends on what you are over delivering. Here are a few questions to keep in mind:
- Is this going to be a problem for your international client in some way? With your action? With what you are over delivering?
- Is there a potential cultural faux-pas? This can be with different cultural symbols and meanings to things. It can also be how things are done and when things are done.
There is enough literature around to know which countries expect money under the table and where this same practice is officially illegal and where it is illegal and enforced.
One example is to look at how some restaurants believe that extra large portions are a good business practice appreciated by all, when some clients will think of this as waste the world cannot afford.
A simple way to avoid cultural faux-pas is to check everything with someone local and competent enough to give you meaningful feedback.
Here is another critical question to ask:
- Would over delivering in any way change your business relationship ? In what way? In a bad way? Would this give your international client “something else” to do? Would he want to do this “something else”?
Remember to least think of these questions and learn when you need to ask them. With some cultures you would be surprised at the answers. And this leads to my favorite question. Instead of deciding how you want to over deliver, dig and find the answers to this question:
- What would your international client truly appreciate? What would deepen his trust for your business?
Understanding The Scope Of Your Promise
Over delivering may effect expectations. It may create awkwardness. It may imply things you could not imagine.The best thing to remember here is to go back to your original promise.
- Outline your promise clearly
- Make an effort to understand your clients’ expectations
Understand the needs and expectations from your cross-cultural client’s perspective, there is a good chance you will have an idea when something is not quite right.
Compare the scope of your promise to your international client with an accurate appreciation of his expectations, will help you find the best way for your business to deliver what you promise.
Final Word Of Advice On Over Delivering
Don’t assume everyone appreciates the same things you do. Check before over delivering on your promise… it could have adverse effects on trust and your business relationship.
If you do have a good idea which delivers more than your international client is expecting, check with the right person, someone local, in the same business and who will share his thoughts freely with you. Give him all of the details so he can give you the advice you need.
Remember to put this into the right context. For many foreign clients, American companies “over deliver” on service, they go further than companies would in many countries. I have rarely heard a foreigner get upset about these practices when they take place in the United States. However, there may be instances where the same “over delivery” that is acceptable in the United States may not “fit right” when received in the foreign country. Context matters too.
Deliver What You Promise
A very large part of building trust in international clients is based on them getting what they expect and what you promised. Do not underestimate this.
International clients are curious or nervous… they will probably have a certain apprehension about doing business abroad if it is their first time, or if this is the first time doing business with your company. Once you are sure you both have the same understanding of what is promised, be sure to deliver it to them.
Over delivery works well in many cultures, or at least over delivery that means something to clients. But remember to ask the deeper questions of finding out how to build trust with your international clients.
What about you?
- Have you over delivered an international client and not received the response you expected?
- Should businesses that strive to always over deliver keep the same practices for international clients?
- What cross-cultural blunders through over-delivering have you noticed?
Get All Cross-Cultural Communication Tips:
- Read more about all of the 2009 Cross-Cultural Communication Challenges
- Cross Cultural Communication Challenge 1 – Expand Your Mindset
- Cross Cultural Communication Challenge 2 – Get Extreme With Clarity
- Cross Cultural Communication Challenge 3 – Build Trust
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