Cross-Cultural Communication – The

New Norm
The internet and modern technology have opened up new marketplaces that
allow us to promote our businesses to new geographic locations and cultures.
And given that it can now be as easy to work with people remotely as it is to
work face-to-face, cross-cultural communication is increasingly the new
norm.

After all, if communication is electronic, it's as easy to work with someone in

another country as it is to work with someone in the next town.

And why limit yourself to working with people within convenient driving
distance when, just as conveniently, you can work with the most
knowledgeable people in the entire world?

For those of us who are native English-speakers, it is fortunate that English

seems to be the language that people use if they want to reach the widest
possible audience. However, even for native English speakers, cross-cultural
communication can be an issue: just witness the mutual incomprehension that
can sometimes arise between people from different English-speaking
countries.

In this new world, good cross-cultural communication is a must.

Understanding Cultural Diversity

Given different cultural contexts, this brings new communication challenges
to the workplace. Even when employees located in different locations or
offices speak the same language (for instance, correspondences between
English-speakers in the U.S. and English-speakers in the UK), there are some
cultural differences that should be considered in an effort to optimize
communications between the two parties.
In such cases, an effective communication strategy begins with the
understanding that the sender of the message and the receiver of the message
are from different cultures and backgrounds. Of course, this introduces a
certain amount of uncertainty, making communications even more complex.

Without getting into cultures and sub-cultures, it is perhaps most important

for people to realize that a basic understanding of cultural diversity is the key
to effective cross-cultural communications. Without necessarily studying
individual cultures and languages in detail, we must all learn how to better
communicate with individuals and groups whose first language, or language
of choice, does not match our own.

WHAT IS CROSS-CULTURAL COMMUNICATION?

Cross-cultural communication involves conversing, negotiating and
exchanging information either verbally or nonverbally with people who are of
different cultures. People from different backgrounds communicate in
different ways and follow various societal norms that may be unfamiliar to
someone who is not of that culture.

The importance of cross-cultural understanding is paramount in business. For

example, in Asian cultures, silence within a conversation is a critical aspect that
demonstrates good listening skills. Within a business setting, if you ask a
question, you may not receive a response right away. The silence between the
question and the answer is deemed acceptable and shows that the people
involved are paying attention and considering what they say carefully. On the
other hand, people from the United States, Brazil or France view silence as an
awkward part of the conversation and attempt to fill it up as quickly as
possible. When dealing with business partners from Asian cultures, this may
show them that you are not paying attention or not listening carefully enough.

CULTURAL BARRIERS TO COMMUNICATION

In today’s global economy, it’s commonplace for employees to interact with
people from all over the world. Some companies have offices in different
countries, while others work with partners and resellers from different cultures.
Often, customers purchase goods and services from businesses across the
world. As a result, many businesses face cultural barriers when communicating.
People from different cultures have unique ways of conversing. Sometimes, when
people aren’t aware of the cultural differences, communication issues can take
place. In some countries, for example, making eye contact is considered rude
and forward, while in others, it’s a way to establish trust and show honesty.
When dealing with peers from other cultures, it’s important to conduct
research beforehand to understand communication and cultural norms.
Businesses that operate globally often offer training on different
communication styles to enable employees to converse effectively.

How to Solve Business Communication

Problems
by Joseph DeBenedetti

Published on 26 Sep 2017

The success of projects and even entire organizations hinges on effective business
communication. Without it, deadlines can be missed, product or service quality can
suffer and morale can drop, simply from poorly constructed or received messages. To
alleviate communication problems, you must keep language differences in
perspective, temper your body language, change communication methods and invite
feedback and participation.
KEEP LANGUAGE IN PERSPECTIVE
If you conduct business internationally, you're probably going to run into
language barriers at one point or another. There are ways around these
barriers by using interpreters or learning a second language. However, the way
you use language can also be different compared to the way it’s used in other
countries. According to World Culture Business, certain phrases or ways of
speaking may seem very positive in certain cultures, while they may appear
evasive or inappropriate in others. To solve this problem, keep language in
perspective when communicating with business associates from other
countries.
TEMPER BODY LANGUAGE & GESTURES
Your body language impacts the way you communicate with your colleagues,
whether you know it or not. According to InterNations, pointing a finger at
someone in certain cultures is considered rude, while in other cultures
nodding your head means no, instead of yes. As a result, you need to tailor
your body language and gestures to account for cultural differences.
Otherwise, you may end-up sending non-verbal messages that can jeopardize
your relationships.
CHANGE COMMUNICATION METHODS
There are a number of ways you can communicate with your colleagues that
go beyond face-to-face communication. This includes video conferencing,
conference calls, emails and written letters. If face-to-face conversations are
not getting you anywhere, sending an email or participating in a conference
call can help remove communication barriers and deliver your message more
efficiently. Conversely, if someone is constantly hard to reach by phone or
email, then face-to-face meetings may clear-up communication issues.
INVITE FEEDBACK & PARTICIPATION
If you do not seem to be getting your message across to your colleagues, then
you can invite feedback to determine where the gap is. You can also ask for
active participation from your audience, which can help raise their
engagement and keep them listening to what you have to say. It’s not enough
just to be satisfied with blank stares or passive agreement with your
arguments. It’s important to gather feedback and encourage active listening to
improve the way you communicate.