To Sell to Prospects Who Speak English as a Second Language, Use Cross-Cultural Savvy and Patience

A Japanese prospect has just given you his business card. Without looking at it, you put inn in your jacket pocket, grasp his forearm, and say, “We’ll talk business later, Let’s grab a bite first!”

Congratulations! In six seconds you have managed to commit three communication blunders that have created a bad first impression while ruining the all-important rapport you must establish to do business.

As increasing numbers of international executives arrive in the U.S. and global trade increases, for the first time many American salespeople must communicate with prospects for whom English is a second language, and who do not share the verbal and nonverbal signals most Americans take for granted.

If we want to sell to these international customers – whether here or over-seas – we must establish rapport. Insensitivity to other people’s cultures, customs, and communication conventions could derail our best efforts.

When dealing with individuals from other countries or cultural backgrounds, here are some standard rules of thumb to consider. For information on communications tips for specific countries, check out the excellent books or tapes by Roger Axtell (Do’s and Taboos Around The World, Do’s and Taboos of Hosting International Visitors); Sondra Snowdon (The Global Edge); Lannie Copeland and Lewis Griggs (Going International); and Letitia Baldrige (Complete Guide To Executive Manners).

1 Be clear.

Avoid slang, colloquialisms, jargon. Sports metaphors – “That proposal is way out in left field!” or “We’re in the ballpark on price” – mean absolutely nothing to an ESL (English as a second language) prospect. speak in simple, clear language that is easy to understand for individuals who speak English as a second language.

2 Be flexible.

Learn basic nonverbal signals of other countries. This will prevent you from making false assumptions or drawing inaccurate conclusions. For example, in many cultures, looking down is a sign of respect, not a sign of in attentiveness to what you’re saying. And, upon initial greeting, a broad smile from an Asian customer does not mean he or she will be receptive to everything you say; it’s simply a standard accompaniment to saying “Hello.” (Americans seldom smile broadly upon an initial meeting.)

3 Speak slowly.

Most Americans speak fast, with those from urban-areas pressure cookers often speaking the fastest. Slow down for the benefit of ESL clients – but don’t be condescending.

4. Be patient.

In America we pride ourselves on “getting down to business.” Many cultures, however, take a different notion of the proper pace for doing business. Asian business, for example, is characterized by patient negotiation. Don’t always expect to open and close a deal in the first meeting (or second or third, for that matter!). In fact, the first meeting may be nothing more than a get-acquainted session, with very little business being discussed. Let your prospect set the pace, and don’t start fidgeting when the talk turns to the weather, the garden, or the history of the prospect’s country.

5. Be respectful.

Show interest in and respect for the prospect’s country and culture – but steer clear of discussions about politics, religion, or other potentially controversial topics. Talk about the country’s tourist industry, its exports, sports, and history.

Oh yes, what about those gaffes you committed in your imaginary encounter with the Japanese businessman? Spend a few seconds looking at his business card – it shows respect. Avoid hearty handshakes or excessive touching with Asian peoples. And lose the jargon of “grabbing a bite.” Making your prospect ask you for clarification – thereby forcing him or her to show ignorance – will not win you many points on your rapport rating.

Learning to be more sensitive to the cross-culture nuances when communicating with or selling to individuals with cultural backgrounds different form your won will help you establish better rapport. And rapport is the first step toward building a relationship and making a sale.