IMPORTANCE OF CULTURAL SENSITIVITY 1

The Importance of Cultural Sensitivity When Interacting With International Clients

In today’s business environment, the importance of international clientele and

international focus cannot be overstated. As business seek new markets and new ways of

engaging clients, the international market has become paramount to a business’s success. This

paper will emphasize the importance of cultural sensitivity whenever a representative from a

business interacts with international clients.

Cultural Sensitivity

Cultural sensitivity in a business environment can be defined as being aware of and

respecting the culture and values of the one with whom the business representative is engaging.

This can related to personal space, non-verbal communication including body language and hand

signals, and verbal communication, both implicit and explicit messages.

The Importance of Cultural Sensitivity

When interacting with international clients within the business environment, a

representative of the business will be consistently faced with cultural differences. The respect

and awareness of these differences can make a profound difference on the retention or loss of

those clients. If a business representative does not make a habit of examination of cultural norms

and expectations within the business market the in which representative intents to engage clients,

the loss of those clients is almost assured. It has been consistently shown that clients place a high

value on being engaged within the expected communication styles of their own culture.

Strategies for Cultural Sensitivity

Practices to Follow

 Practice clear and formal dialog – Most cultures appreciate formality within the business

setting, especially when new business or relationships are being explored

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 Spend time learning about the culture of the clients – Many clients will respond well

when a business representative makes clear the effort put forth to be aware of government

structure, societal expectations, even financial/transactional expectations.

 Maintain humility – Most clients will not have an expectation that a business

representative be intimately aware of cultural values and behaviors. However, these

clients will likely have a favorable response to the business representative offering a

humble approach to learning from the clients how business relationships are formed and

maintained within that specific cultural context.

Practices to Avoid

 Avoid slang and jargon that or expressions that only make sense within the popular

culture of the business representative. This kind of language is highly culturally specific

and often is not received well across cultures.

 Avoid media presentations that reference cultural icons or cultural images within from the

culture of the business representative. These can be confusing and alienating to clients

who are not familiar with the culture of the business representative.

 Avoid entering any business relationship with a client with a patronizing or ethnocentric

attitude. Clients quickly recognize when a business representative may think poorly of

their culture. This attitude irrevocably damages the business relationship.

Conclusion

Cultural sensitivity when interacting with international clients must be given a high

priority if a business representative expects to create and maintain clients across cultures.

Businesses can no longer afford to be lax in this area. Any business representative must be

diligent in practicing cultural sensitivity as business continues to grow internationally.