Gayle Cotton: The Importance of Cross Cultural Business Communications

 
Sept. 17, 2014 - PRLog -- Gayle Cotton is an Emmy Award Winner and author of the bestselling book, Say Anything to Anyone, Anywhere: 5 Keys To Successful Cross-Cultural Communication. (http://www.amazon.co.uk/gp/product/111842042X)She is a distinguished keynote speaker and President of Circles Of Excellence Inc., and  has presented for the United Nations, the World Health Organization, the U.S. government, and more than 50 Fortune 500 companies around the world with her customized Keynote Presentations, Corporate Training, and Executive Coaching on the topic of Cross-Cultural Communication. Gayle has also received an Emmy Award for the Educational Programs she developed at Circles of Excellence.

She readily credits and draws upon her internationalist family life for her success:  ‘I was raised by a predominantly Swedish family in the United States and lived in Europe for several years early in my career.I ’m now married to a Frenchman and live in the United States. As a result, I’ve often been asked if I feel more European or American. My answer is that I feel Euro-American, a blend of both.’

These personal qualities translated effortlessly into a career with the United Nations beginning in 1989 teaching on her specialty subject, cultural science.

Today as an internationally-recognized authority on cross-cultural communication Gayle has been featured on NBC News, Good Morning America, PM Magazine, Pacific Report, PBS More, and has been interviewed by the Wall Street Journal, the Huffington Post, Entrepreneur Magazine, and media around the world. Gayle has the distinction of being the first American to be accepted as a member of the 'European Marketing and Sales Experts', and is a Certified Expert in the 'Executive Foundation for International Communication'. She is a Faculty Resource for Young Presidents' Organization (YPO), World Presidents' Organization (WPO), Chief Executives Organization (CEO), and Entrepreneurs' Organization (EO).

An internationally recognized authority for her cross-cultural communication books and intercultural training, Gayle travels worldwide educating, entertaining, and inspiring audiences with her fresh and unique approach.

This month author, speaker and trainer, Gayle Cotton shares with Goldenroom her own early experiences in cracking the cultural code and how to succeed in cross cultural business:

The Importance of Cross-Cultural Business Communications

By

Gayle Cotton


In today’s global business marketplace, the ability to communicate effectively multi-culturally cannot be underestimated. I found this out very quickly when I started teaching cross-cultural education (http://www.circlesofexcellence.com/cross-cultural) in Geneva, Switzerland in the nineties. My education was in Behavioral Science and Cultural Science (http://www.circlesofexcellence.com/cross-cultural) however, I didn’t expect that there would be specific things about me that would have a negative impact. I had 3 strikes. I was American, so what could an American teach them about culture? I was female, and at that time business women in my field were much less common. I was blonde, and I quickly found out the dumb blonde jokes were global! I decided that I needed to adapt my image to fit their expectations. I adopted what I now call my ‘librarian look’, which consisted of the IBM classic colored suits with long skirts, my hair in a French twist and high heels since I’m short. For a group of senior bankers in Zurich, I even wore fake eyeglasses! I also changed my communication style to be more factual and direct and to the point. I smiled less, minimized my tonal modulations, and was less demonstrative in my body language, gestures, and facial expressions.

Common cross-cultural issues for business people developing relationships with cultures different from their own

Not being proactive and adapting to different cultural business expectations. It’s all too easy to get off on the wrong foot and become reactive.

Not understanding how formality, hierarchy and timing can affect business. These things have a tremendous impact on negotiations and decision-making.

Being perceived as too aggressive or impatient in our business approach. Business often takes longer with different cultures and countries, so plan accordingly.

Many cultures are more team focused or ‘we’ oriented. This can really impact our business style and marketing material. Avoid being egocentric or ‘I’ oriented.

A big Taboo isunintentionally offending someone with our body language. This can be very difficult to recover from. A basic guideline is to use ‘opened handed’ gestures.

Don’t point with your index finger, use the OK sign or thumbs up and thumbs down.

How can you proactively prepare for multi-cultural business?

Awareness is the 1st step! Observe how people communicate with you in person, on the phone and by email. Notice if they more formal and expressive or more direct and to the point.

Know your facts. Be aware of relevant historical data, economic issues, major industries, cities and geography to name a few. There is nothing more embarrassing than not knowing your geography!

Learn some cultural rapport skills about what is important. For example, when Saudi Crown Prince Abdullah visited President Bush at his Crawford ranch, they were photographed strolling hand in hand through the bluebonnets. This was an important sign of their friendship and trust. Sometimes, you need to go beyond your personal comfort zone!

Keep in mind that we are homogenizing as a global culture, so with all we learn we can’t ever take cultural tendencies for granted.

5 Keys to successful cross-cultural communications for your business partnerships

Be proactive. Initially focus on creating trustful partnerships not on the business at hand.
Use some cultural rapport. Adapt your marketing material and business approach as needed.
Organize productive interactions that insure a ‘win-win’ for all parties.
Develop strategies for relationships and business cycles based on appropriate levels of formality, business hierarchy and timing.
Success leaves clues! Learn the Do’s & Taboos of the country and cultures you partner with. Be well prepared.

Gayle Cotton author of the bestselling book,

'Say Anything to Anyone, Anywhere: 5 Keys To Successful Cross-Cultural Communication'

Contact
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