Cross-Cultural Communication

Teach employees to communicate effectively with customers of different cultures
By LaRita Heet, Freelance Writer, Journalist, IBT Designer LMH Communications Did you know there are more than 250 languages currently spoken in the United States? Add that to the many cultural backgrounds within the country, and it's easy to understand why cross-cultural gaps exist in the workplace. As a small business owner, you can teach yourself and your employees to bridge these gaps.

Here are three ways to embrace cross-cultural communication:

1. Assess your business's cross-cultural attitude from both the employees' and the customers' viewpoints.
2. Teach employees to respect the verbal and non-verbal interactions of other cultures.
3. Use cultural diversity to your company's advantage.

Assess your cross-cultural knowledge

Not sure whether your workplace is truly embracing cross-cultural communication? No problem – have your employees complete a short online assessment.
Try:  International Business Etiquette Culture Quizzes offer one international and 2 world culture quizzes, and then a quick score sheet – all for free.

Learn their culture, earn their loyalty

World cultures are as varied as world languages - both are essential in communicating with people of other backgrounds. Encourage your employees and clients' loyalty by honoring their beliefs and traditions.
Try:  International Business Etiquette and Manners is a valuable resource to learn the traditions indigenous to a specific cultural group. Scroll down to the "Country" or "Region" lists to find out about specific cultures.

Watch what you don't say: Non-verbal communication

Did you know that in China, you should never write on a business card, or put the card in your pocket? Or that in Mexico, conversations take place at a close physical distance, and if you backed up for some personal space, you'd be considered rude?
Try:  Check out American Express Business Travel for the dos and don'ts of gesturing. Or go to Spencer Small Business Association for tips on cross-cultural negotiation.

Embrace diversity for your company's benefit

Cultural diversity doesn't have to mean problems – in fact, the company that learns to embrace cultural differences and fresh ideas, is the company that is always open to growth within the ever-evolving marketplace.
Try:  For a fun and interesting cross-cultural communication game, go to Intercultural Communication Institute, for a free download. Check out How to Deal with Cultural Diversity in the Workplace for the self-study DVD, the Group Training VHS, additional books and/or audio programs.

• Slow down: Speak slowly and annunciate clearly so that non-native English speakers have the time to absorb your words.
• Maintain a positive outlook: Don't assume a person with a heavy accent is "slow" – most non-native speakers to take more time when speaking a less-familiar language.
• Don't jump: To conclusions, that is. Listen and then summarize what you believe the speaker has said. Make sure you're clear on the intended message before continuing the conversation.
• No funny business: Avoid humor when communicating with someone of another culture (at least until you really understand each other) because humor is almost always culture-specific.
• Strike the slang: Before using a cliché or other slang expression, consider the words at face value, which usually mean something entirely different. Instead, say what you mean, and mean what you say.