Going Global

Perfecting the art of first impressions

By Kieron Monks, for CNN
3 minute read
Published 7:51 AM EST, Wed November 18, 2015
Going abroad for work? Don't let a culture clash ruin your next business deal. We asked the experts in intercultural training how business is done around the world.
Business Etiquette: A global guide —
Going abroad for work? Don't let a culture clash ruin your next business deal. We asked the experts in intercultural training how business is done around the world.
Photo Illustration/Shutterstock
When doing business in Canada, try not to gesticulate, says Sheelagh Mahoney, head of intercultural training at Farnham Castle Intercultural Training (FCIT).<br /><br />"Many Canadians find a lot of hand movement while talking distracting, or even annoying," she says. "Some see it as a sign of insecurity."<br /><br />Despite the similarity between Canadian and American accents, Mahoney adds that the two nationalities are different, and Canadians appreciate it when you acknowledge as much.<br /><br />"The best way to impress most Canadians is to show that you have noticed the difference between Canada and the United States," she says.
Canada —
When doing business in Canada, try not to gesticulate, says Sheelagh Mahoney, head of intercultural training at Farnham Castle Intercultural Training (FCIT).

"Many Canadians find a lot of hand movement while talking distracting, or even annoying," she says. "Some see it as a sign of insecurity."

Despite the similarity between Canadian and American accents, Mahoney adds that the two nationalities are different, and Canadians appreciate it when you acknowledge as much.

"The best way to impress most Canadians is to show that you have noticed the difference between Canada and the United States," she says.
Carlo Allegri/Getty Images
According to Mahoney, "putting in the time" goes a long way towards gaining trust in the American corporate environment.<br /><br />"Working long hours and overtime, and displaying a motivated, 'can-do' attitude is highly valued," she says.<br /><br />"It's due to this attitude that every individual can succeed by working hard. It's very widespread and important," she adds.<br /><br />Mahoney also notes that it's important to be direct and to the point.<br /><br />"There doesn't seem to be much patience for 'beating around the bush.'"
United States —
According to Mahoney, "putting in the time" goes a long way towards gaining trust in the American corporate environment.

"Working long hours and overtime, and displaying a motivated, 'can-do' attitude is highly valued," she says.

"It's due to this attitude that every individual can succeed by working hard. It's very widespread and important," she adds.

Mahoney also notes that it's important to be direct and to the point.

"There doesn't seem to be much patience for 'beating around the bush.'"
Karen Bleier/AFP/Getty Images
Now is a fantastic time to do business in Colombia, notes Dean Foster, head of DFA Intercultural Global Solutions.<br /><br />"It's fixed it's bad image as the drug country, and it's now a terrific economic opportunity," he says.<br /><br />Though a new market for many, the business environment in Colombia can be quite formal.<br /><br />"It's important to address those in a senior position as 'señor,'" says Mahoney.<br /><br />She adds not to be alarmed by invitations to have dinner at someone's home.<br /><br />"This is usually seen as trying to establish a relationship, so it is very impolite not to attend," she says.
Colombia —
Now is a fantastic time to do business in Colombia, notes Dean Foster, head of DFA Intercultural Global Solutions.

"It's fixed it's bad image as the drug country, and it's now a terrific economic opportunity," he says.

Though a new market for many, the business environment in Colombia can be quite formal.

"It's important to address those in a senior position as 'señor,'" says Mahoney.

She adds not to be alarmed by invitations to have dinner at someone's home.

"This is usually seen as trying to establish a relationship, so it is very impolite not to attend," she says.
Eitan Abramovich/AFP/Getty Images
Brazil's business culture has a real top-down approach, notes Mahoney.<br /><br />"Relationships and organizations are hierarchical, and managers are expected to be paternalistic and highly directive," she says. <br /><br />As a result, notes Foster, employees lower down the chain don't always feel accountable, either for their successes or failures.<br /><br />"Creating a system where people feel engaged and accountable for the success of their tasks is something managers have to put a lot of effort into," he warns.
Brazil —
Brazil's business culture has a real top-down approach, notes Mahoney.

"Relationships and organizations are hierarchical, and managers are expected to be paternalistic and highly directive," she says.

As a result, notes Foster, employees lower down the chain don't always feel accountable, either for their successes or failures.

"Creating a system where people feel engaged and accountable for the success of their tasks is something managers have to put a lot of effort into," he warns.
Michael Regan/Getty Images
Ireland's corporate landscape can be fairly relaxed, notes Mahoney. Coming off as overly slick or overly confident can rub people the wrong way.<br /><br />"It's best to be modest, as arrogance is viewed with suspicion," she says.<br />She also notes not to be taken aback by the Irish's typically affable nature.<br /><br />"Business people are generally less formal and more outwardly friendly," she says. Furthermore, their communication style is less direct, due to "fear of causing offense."
Ireland —
Ireland's corporate landscape can be fairly relaxed, notes Mahoney. Coming off as overly slick or overly confident can rub people the wrong way.

"It's best to be modest, as arrogance is viewed with suspicion," she says.
She also notes not to be taken aback by the Irish's typically affable nature.

"Business people are generally less formal and more outwardly friendly," she says. Furthermore, their communication style is less direct, due to "fear of causing offense."
Chris Jackson/Getty Images
Foster notes shared language aside, Americans and Brits often struggle to understand each other, which can be bad for business.<br /><br />"The country from which the U.S. has the highest number of failed expat assignments is the UK," he notes.<br /><br />One common cause of miscommunication is Americans' inability to grasp the British sense of humor.<br /><br />"It's traditionally based on sarcasm and irony, which can make it difficult to understand when someone is joking," notes Mahoney.
United Kingdom —
Foster notes shared language aside, Americans and Brits often struggle to understand each other, which can be bad for business.

"The country from which the U.S. has the highest number of failed expat assignments is the UK," he notes.

One common cause of miscommunication is Americans' inability to grasp the British sense of humor.

"It's traditionally based on sarcasm and irony, which can make it difficult to understand when someone is joking," notes Mahoney.
Dan Kitwood/Getty Images
If you're new to doing business in France, you might get frustrated by how long a project can take before it's finalized. This is because the French don't like to leave anything up to chance.<br /><br />"In France, you're in constant analysis paralysis," says Foster. "The French don't do anything until every 'i' is dotted and 't' crossed." <br /><br />It may frustrate cultures more prone to experimentation, but it's how the French safeguard against mistakes.<br /><br />Furthermore, intellectual discourse is highly valued in France.<br /><br />"The French place great emphasis on Cartesian thought. When negotiating with the French, you want to show them the intellectual argument behind every claim."
France —
If you're new to doing business in France, you might get frustrated by how long a project can take before it's finalized. This is because the French don't like to leave anything up to chance.

"In France, you're in constant analysis paralysis," says Foster. "The French don't do anything until every 'i' is dotted and 't' crossed."

It may frustrate cultures more prone to experimentation, but it's how the French safeguard against mistakes.

Furthermore, intellectual discourse is highly valued in France.

"The French place great emphasis on Cartesian thought. When negotiating with the French, you want to show them the intellectual argument behind every claim."
Graham Chadwick/Allsport
Germany is famous for being methodical, and that is especially true in business.<br /><br />"North of the Alps, you have cultures that have been built on ideas of efficiency and doing things to get results. Trying to find a method based on research and logic is a good idea," says Foster.<br /><br />Mahoney adds that German companies tend to be risk adverse.<br /><br />"German business people do not like surprises, even if the outcome is beneficial. Rash business decisions are not welcome," she says. Punctuality is also a highly valued commodity. Mahoney notes that it would be unwise to miss a deadline with German colleagues.
Germany —
Germany is famous for being methodical, and that is especially true in business.

"North of the Alps, you have cultures that have been built on ideas of efficiency and doing things to get results. Trying to find a method based on research and logic is a good idea," says Foster.

Mahoney adds that German companies tend to be risk adverse.

"German business people do not like surprises, even if the outcome is beneficial. Rash business decisions are not welcome," she says. Punctuality is also a highly valued commodity. Mahoney notes that it would be unwise to miss a deadline with German colleagues.
Michael Kappeler/AFP/Getty Images
Making deals in Russia, says Foster, can be hard work.<br /><br />"Agreements aren't always honored, and the terms are always changeable and need to be renegotiated," he says. He adds that Russia isn't very hospitable to Westerners.<br /><br />"I would say it could be a very dangerous place right now. You don't have a government you can rely on, and you have a situation where Westerners are not welcome," he warns.<br /><br />If you're still bent on doing business in Russia, Mahoney notes that proceedings are usually dominated by a single person.<br /><br />"The majority of important decisions are taken by one central figurehead," she notes.
Russia —
Making deals in Russia, says Foster, can be hard work.

"Agreements aren't always honored, and the terms are always changeable and need to be renegotiated," he says. He adds that Russia isn't very hospitable to Westerners.

"I would say it could be a very dangerous place right now. You don't have a government you can rely on, and you have a situation where Westerners are not welcome," he warns.

If you're still bent on doing business in Russia, Mahoney notes that proceedings are usually dominated by a single person.

"The majority of important decisions are taken by one central figurehead," she notes.
Mark Kolbe/Getty Images
Be careful when making direct eye contact in Ghana, warns Mahoney.<br /><br />"People in Ghana will generally not look straight into another persons' eyes when communicating, as this can be interpreted as rude," she says. This is particularly true when talking to a superior or elder, she adds.<br /><br />To gain a Ghanaian's trust, she adds, it's important to be sociable.<br /><br />"Ghanaian society is tight-knit, and people depend on one another. Don't act as if you're different from the group," she advises.
Ghana —
Be careful when making direct eye contact in Ghana, warns Mahoney.

"People in Ghana will generally not look straight into another persons' eyes when communicating, as this can be interpreted as rude," she says. This is particularly true when talking to a superior or elder, she adds.

To gain a Ghanaian's trust, she adds, it's important to be sociable.

"Ghanaian society is tight-knit, and people depend on one another. Don't act as if you're different from the group," she advises.
Courtesy Ghana Tourism Authority
One important thing to note about Nigeria, says Mahoney, is that it's multi-denominational, and a lot of emphasis is placed on religious tolerance.<br /><br />"Nigeria's constitution allows for freedom of worship. Therefore people expect their religious beliefs to be respected by others," she says.<br /><br />She also notes that body language tends to differ to the West. Direct eye contact, she notes, is interpreted as confrontational. She advises "gazing at the shoulder level or forehead."
Nigeria —
One important thing to note about Nigeria, says Mahoney, is that it's multi-denominational, and a lot of emphasis is placed on religious tolerance.

"Nigeria's constitution allows for freedom of worship. Therefore people expect their religious beliefs to be respected by others," she says.

She also notes that body language tends to differ to the West. Direct eye contact, she notes, is interpreted as confrontational. She advises "gazing at the shoulder level or forehead."
PIUS UTOMI EKPEI/AFP/Getty Images/file
Mahoney notes that Kenyans tend to have different standards regarding personal space than in the West.<br /><br />"Kenyans tend to stand very close to someone when speaking," she notes. As a result, it's important not to back away, or put too much distance between yourself and the person whom you are addressing.<br /><br />"Most Kenyans will view someone who keeps a distance while speaking as being aloof," she warns.<br />She also notes that pointing directly at someone when making a point is deemed rude.
Kenya —
Mahoney notes that Kenyans tend to have different standards regarding personal space than in the West.

"Kenyans tend to stand very close to someone when speaking," she notes. As a result, it's important not to back away, or put too much distance between yourself and the person whom you are addressing.

"Most Kenyans will view someone who keeps a distance while speaking as being aloof," she warns.
She also notes that pointing directly at someone when making a point is deemed rude.
SIMON MAINA/AFP/GettyImages
Don't be taken back by South Africans' hands-on approach, says Mahoney, who notes the culture can be quite tactile.<br /><br />"Back slapping and firm handshakes -- often quite lengthy -- are common, and it can be seen as a sign of aloofness if the foreign visitor backs away," she notes.<br /><br />There is also a strong culture of hospitality, which values gifts during birthdays and Christmas (even in a corporate climate).<br />"If you want to talk business, it's a good idea to do so over a good lunch or dinner," she advises.
South Africa —
Don't be taken back by South Africans' hands-on approach, says Mahoney, who notes the culture can be quite tactile.

"Back slapping and firm handshakes -- often quite lengthy -- are common, and it can be seen as a sign of aloofness if the foreign visitor backs away," she notes.

There is also a strong culture of hospitality, which values gifts during birthdays and Christmas (even in a corporate climate).
"If you want to talk business, it's a good idea to do so over a good lunch or dinner," she advises.
David Rogers/Getty Images
According to Foster, connections, or "wasta," is vital to conducting business in Saudi Arabia.<br /><br />"The 'wasta' is the person that can make things happen for you. It's not necessarily the person who will agree to the deal, but they are the gatekeeper, and you have to get their permission first," he says. It is therefore critical, he notes, to find out who that person is.<br /><br />Also, he says just because you've sealed the deal does not mean negotiations are over.<br /><br />"In Saudi, negotiation is endless. Just because you've laid out terms on Monday doesn't mean they won't be renegotiated on Tuesday," he says.
Saudi Arabia —
According to Foster, connections, or "wasta," is vital to conducting business in Saudi Arabia.

"The 'wasta' is the person that can make things happen for you. It's not necessarily the person who will agree to the deal, but they are the gatekeeper, and you have to get their permission first," he says. It is therefore critical, he notes, to find out who that person is.

Also, he says just because you've sealed the deal does not mean negotiations are over.

"In Saudi, negotiation is endless. Just because you've laid out terms on Monday doesn't mean they won't be renegotiated on Tuesday," he says.
Fayez Nureldine/AFP/Getty Images
"Einstein was right, time is relative," quips Foster about working in Qatar. Basically, he says, Qataris don't operate with firm deadlines.<br /><br />"'Inshallah' is what everyone says all the time. It's the caveat that means, 'maybe'. So I just promised I'd get you this by Tuesday morning. I'll meet the deadline... inshallah," he says.<br /><br />Foster notes that Qatari businesses deal a lot in favors.<br /><br />"If you want something done on time, you need to make sure the right people feel obligated to do it for you, which means you've done something for them," he says.
Qatar —
"Einstein was right, time is relative," quips Foster about working in Qatar. Basically, he says, Qataris don't operate with firm deadlines.

"'Inshallah' is what everyone says all the time. It's the caveat that means, 'maybe'. So I just promised I'd get you this by Tuesday morning. I'll meet the deadline... inshallah," he says.

Foster notes that Qatari businesses deal a lot in favors.

"If you want something done on time, you need to make sure the right people feel obligated to do it for you, which means you've done something for them," he says.
Chris Jackson/Getty Images
The United Arab Emirates is considered a lot more "Western" than other Arab nations, says Foster.<br /><br />"You can enjoy a very Western lifestyle and do business in a very Western way," he says. That said, there are some key differences. Gifts remain an important part of the culture.<br /><br />"Giving a gift as a token is critically important throughout the Middle East. It shows you have a relationship and honor that relationship," he adds.<br /><br />Mahoney notes it's equally important to show interest in the daily lives of contacts in the UAE.<br /><br />"Arabs usually begin meetings inquiring about each other's health and personal activities," she says.
United Arab Emirates —
The United Arab Emirates is considered a lot more "Western" than other Arab nations, says Foster.

"You can enjoy a very Western lifestyle and do business in a very Western way," he says. That said, there are some key differences. Gifts remain an important part of the culture.

"Giving a gift as a token is critically important throughout the Middle East. It shows you have a relationship and honor that relationship," he adds.

Mahoney notes it's equally important to show interest in the daily lives of contacts in the UAE.

"Arabs usually begin meetings inquiring about each other's health and personal activities," she says.
Chris Jackson/Getty Images
The caste system in India may have been abolished, but the legacy is still there, says Foster.<br /><br />"Everybody served and was served by somebody, and those hierarchical relationships are still there. As a result, you have people relating to each other based on their power relationships," he says.<br /><br />As a result, employees are unlikely to question their superiors or raise concerns.<br /><br />"As a manager, you can't expect people to bring issues to you if they see you as a senior. They will tell you what they think you want to hear rather than what's true. It's a completely different way to manage people and projects, and Westerns have to become skilled at this," he says.
India —
The caste system in India may have been abolished, but the legacy is still there, says Foster.

"Everybody served and was served by somebody, and those hierarchical relationships are still there. As a result, you have people relating to each other based on their power relationships," he says.

As a result, employees are unlikely to question their superiors or raise concerns.

"As a manager, you can't expect people to bring issues to you if they see you as a senior. They will tell you what they think you want to hear rather than what's true. It's a completely different way to manage people and projects, and Westerns have to become skilled at this," he says.
Daniel Berehulak/Getty Images
When attempting a business deal in China, the most important thing, says Foster, is to prove your worth.<br /><br />"You can't go in with the attitude that you have the next big thing, and that everyone will jump through hoops to get it. The Chinese won't," he says. As a result, it's important to really sell an idea, and relay how it will benefit every person in the company you're pitching.<br /><br />Foster also notes that the Chinese are unlikely to tell you when they don't like an idea.<br /><br />"If you're told an idea 'needs further investigation,' that's the Chinese way of saying 'no'. It's very hard to know where you stand with the Chinese, which is why it's important to build those key relationships."
China —
When attempting a business deal in China, the most important thing, says Foster, is to prove your worth.

"You can't go in with the attitude that you have the next big thing, and that everyone will jump through hoops to get it. The Chinese won't," he says. As a result, it's important to really sell an idea, and relay how it will benefit every person in the company you're pitching.

Foster also notes that the Chinese are unlikely to tell you when they don't like an idea.

"If you're told an idea 'needs further investigation,' that's the Chinese way of saying 'no'. It's very hard to know where you stand with the Chinese, which is why it's important to build those key relationships."
Ed Jones/AFP/Getty Images
The Japanese are obsessed with the concept of "face". It is essential that you never embarrass a Japanese colleague, lose patience, or show anger. This also means that Japanese business people are unlikely to air grievances of their own.<br /><br />"It is very important for the Japanese to not say anything negative, or contrary to the spirit of developing a harmonious relationship," says Foster.<br /><br />It's also important to send out a detailed agenda before any meeting, and stick to the talking point.<br />"If you bring up something that's not on the agenda, they won't know how to respond," warns Foster.
Japan —
The Japanese are obsessed with the concept of "face". It is essential that you never embarrass a Japanese colleague, lose patience, or show anger. This also means that Japanese business people are unlikely to air grievances of their own.

"It is very important for the Japanese to not say anything negative, or contrary to the spirit of developing a harmonious relationship," says Foster.

It's also important to send out a detailed agenda before any meeting, and stick to the talking point.
"If you bring up something that's not on the agenda, they won't know how to respond," warns Foster.
Kazuhiro Nogi/AFP/Getty Images
When conducting business in Malaysia, notes Mahoney, forging friendships is important.<br /><br />"People prefer doing business with people they know personally," she warns.<br /><br />"Malaysians expect a mutual trust and relationship to be established first, so it's best to become friends with someone first."<br /><br />She adds that business proceedings can sometimes feel dragged out by Western standards.<br /><br />"Decisions are formulated slowly and in a very calculated manner," she says.
Malaysia —
When conducting business in Malaysia, notes Mahoney, forging friendships is important.

"People prefer doing business with people they know personally," she warns.

"Malaysians expect a mutual trust and relationship to be established first, so it's best to become friends with someone first."

She adds that business proceedings can sometimes feel dragged out by Western standards.

"Decisions are formulated slowly and in a very calculated manner," she says.
Ed Jones/AFP/Getty Images
In Australia, modesty goes a long way, according to Mahoney.<br /><br />"Success is best achieved by not overselling," she says. "Rather, use facts, and be friendly."<br /><br />Just as bigging yourself up is frowned upon, so is bigging up your colleagues. Mahoney adds that you shouldn't expect praise for a good idea.<br /><br />"If business people are impressed, they will not make it obvious," she says.<br /><br />That said, straightforwardness is appreciated.<br /><br />"Australians are relaxed, honest people who are comfortable in their own skin and down-to-earth. They are usually quite direct in expressing their point of view, and expect others to do likewise," she says.
Australia —
In Australia, modesty goes a long way, according to Mahoney.

"Success is best achieved by not overselling," she says. "Rather, use facts, and be friendly."

Just as bigging yourself up is frowned upon, so is bigging up your colleagues. Mahoney adds that you shouldn't expect praise for a good idea.

"If business people are impressed, they will not make it obvious," she says.

That said, straightforwardness is appreciated.

"Australians are relaxed, honest people who are comfortable in their own skin and down-to-earth. They are usually quite direct in expressing their point of view, and expect others to do likewise," she says.
David Rogers/Getty Images
Business Etiquette: A global guide

Story highlights

The first 30 seconds are the most important of any relationship

Full focus and preparation can help you make them count

CNN  — 

The brain makes a judgement about new people within 30 seconds of meeting them, and once an impression is formed it is extremely difficult to alter.

In the world of business, those 30 seconds can be the difference between getting the job or securing the investment, and a lot of hard work going to waste.

Psychologists and behaviour experts explain how to make this briefest of windows count.

A sharp intro

This is an opportunity to convey your value, but must be conveyed succinctly and conversationally.

“Have a planned, practiced self-introduction,” says Susan RoAne, communication expert and author of “How to work a room”. “If you know how you want to introduce yourself, that will help others respond similarly.”

The RoAne Rule is that an introduction should be seven to nine seconds long, customized for specific events, and should give the “benefit of you” rather than your title.

Forget how you feel

Amid the stomach churning and sweaty palms of an important first encounter, put yourself in the other person’s shoes.

“In the discomfort of a new meeting, you may be absorbed with how you are feeling about yourself…comfortable, energized, nervous, intimidated and so on,” says Ann Demarais, founder of First Impressions consultancy. “After getting more comfortable you may relax your self-focus and turn your attention to how you feel about the other (and) how they respond to you.”

“If you can shift your attention from your own feelings to making others feel good, you’ll likely make a better first impression.”

Social ‘gifts’ such as sharing stories and encouraging body language can help.

No fiddling. No gadgets.

Over-activity can indicate anxiety and insecurity.

“When anxious, we often fidget or touch ourselves for reassurance,” says body language expert and author Patti Wood. “Minimize acts such as rubbing your ear-ring or moustache, twisting your hands, pushing back your hair, and so on.”

While ignoring your phone can be a challenge, it can also be rewarding.

“In this electronic age, with so many distractions, it feels great when you have someone’s full attention,” says Wood.

Match their body position

Open, confident body language is important, as is holding eye contact with a steady - but not confrontational - gaze. But one of the most effective body language techniques is to replicate the other person’s.

“Mimicking the posture of someone you meet, whether standing or sitting, communicates empathy,” says Jayson DeMers, founder and CEO of social media marketing firm AudienceBloom. “This can help put the other person at ease.”

Be ready for anything

You can’t completely control the other person’s perception of you, but you can cover as many angles as possible.

“Putting in the effort ahead of time always pays dividends,” says behavior expert Jez Rose. “Consider what the person or people you are meeting will expect from you, in terms of how you dress and what you bring and then try to go one step further…Effort rarely goes unnoticed.”

“There is no such thing as too early… All too often I’ve planned to arrive at a meeting two hours early and taken a book to read or work to do while I wait, but due to unforeseen circumstances arrived just in time.”