Just as President Bush traveled to Europe to seek a “thaw” in political tensions between the U.S. and Europe, a defrost is also needed in trans-Atlantic business relations, says communications coach Bill Young of The Strickland Group. Mr. Young, who lives part-time in Europe and part-time in the U.S., observes, “The most common adjective my European clients use about Americans doing business in Europe—when negotiations get pressured—is ‘arrogant.' Their litany of observations also includes being insensitive to and isolated from the rest of the world, being poor team players, intellectually suspect, uninformed about other cultures, motivated by power and control and lacking a sense of environmental responsibility.”
Or, as one client stated—this one British—when discussing a U.S. colleague: “He’s the classic American executive, great at what he does, with inexhaustible energy, innovative and all that, but he doesn't have a clue about how to build relationships with his European colleagues.”
“There is no magic bullet,” says Young. “Many guidelines are the same ones we used to combat the idea of ‘The Ugly American' in the ‘60’s and ‘70’s; they simply need to be recast to today’s culture, and remembered.
Here are some tips from Young on how to establish more effective business relationships with Europeans:
- Take time to learn. Immerse yourself in the political history, culture and mores of the country you are doing business in. To learn about the European Union, read Jeremy Rifkin’s recent book, The European Dream. Don't expect every conversation to revolve around the U.S.
- Learn the language. Learn at least some rudimentary phrases—and use them, even if your negotiations will be conducted in English.
- Speak more slowly. If there is an obvious language challenge, don't talk rapidly. Help your conversation partner to be relaxed while listening.
- Listen more than you talk. When you do speak, talk about ideas and thoughts that interest your new business partner. Don't focus only on your goals and agenda.
- Be patient. People educated in Europe tend to be much more deductive in their speech and thought processes; they like to take time and lead you to their intended conclusion.
- Watch for cues. Match the other person’s tempo in speech and demeanor.
- Always get agreements in writing. Europeans will often change their minds about an agreed-upon topic if they are influenced by another’s significant opinion. A handshake is not enough.
- Bring a qualified translator to any high-level discussions. Even though English is the international language of business, often discussions between European colleagues will be conducted in their native language while you are in the room.
- Have a light breakfast. When doing business in France and Italy you will be invited to a long, very tasty lunch. Let your host know how much you admire the cuisine. Having a glass of wine with lunch is most acceptable.
- Honor silence. Europeans are comfortable with silence. Don't feel like you must speak continuously.
- Respect privacy. Europeans are generous, hospitable people; but you may never be invited to a person’s home, even if you become close business partners. Refrain from asking someone to whom you've been introduced, “What do you do?” Instead, you might ask: “What is your opinion about…?”
- Keep your voice down. Americans tend to talk much louder than Europeans. Maintain a quiet, warm tone.
- Learn how to deflect any hints of criticism you hear from others about America—who we are and how we are perceived in the world. If you actually agree with the feelings, let that be known. It will make your connection easier. If you have deep feelings about the efficacy of America’s political and economic positions, avoid being defensive, listen carefully and respectfully state your differences. Europeans love participating in an opinionated political discussion.
Because the global economy is deeply interdependent and U.S. business relations with Europe are crucial to its success, now is a good time for both Europeans and Americans to examine their cultural biases.
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