How to NEGOTIATE with FRENCH BUSINESS PARTNERS
5 tips for MANAGEMENT and NEGOTIATION
in INTERCULTURAL discussions
PHILIPPE BIANCHI
https://www.youtube.com/watch?v=mrQamceqoTg
DOING BUSINESS WITH DIFFERENT CULTURES
The Asian way of doing business
The Asian way of doing business is characterized by cultural and religious complexity, and
adherence to tradition. The key to success is patience. At every stage of the negotiation process the
consent of the entire group is required. In conducting negotiations with Asians, “saving face” is extremely
important, which means showing respect, and not undermining the negotiator’s authority. Relations
between parties, good interpersonal relationships are paramount. Asians are reserved in showing their
feelings and emotions, they avoid eye contact. Politeness, formality, and following the protocol are
important.
Doing business with the Chinese
In China, the most important thing to bear in mind is harmony– in this country everything has its
place and one mustn’t introduce any distortions or conflicts. The country has a system of protocol
relations establishing gestures which correspond to every age, gender, social status and specific situation.
Greeting is governed by specific rules, which are as follows. A slight bow and a slow nod of the head. The
oldest or the most important person in the group is greeted first. Handshakes are also common, but one
has to wait for their Chinese counterpart to initiate it first. Titles are important for them – the more well-
known the company or person with titles, the better partner for business talks. While greeting, the ritual
of handing out business cards is essential – one needs to have many business cards, for they are presented
to everybody; the best if they are two-sided, with one side printed in Chinese and the other in English; the
highest prestige enjoys Chinese text printed in gold ink; the business card should be offered using both
hands and it should be received in the likewise manner, accompanied by a slight bow; one should read
the business card attentively, and the best is to hold it in front all the time; one should not put it away.
Business meetings are characterized by the following. The Chinese never negotiate single-
handedly, but only in groups, therefore one should also come to a meeting in a group. The Chinese, before
getting down to business, want to get to know their business partner. They meet up several times their
counterparts for meals, trips or meetings and only later move on to business talks. They conduct
businesses based on establishing friendly relations with their counterparts based on acquaintances. They
enjoy bargaining. One has to be patient and persevering. If they sign an agreement, then it is binding, yet
they tend to keep on renegotiating it, even in trivial matters.
In this country, a particular attention should be given to greeting. The Japanese greet by bowing.
The more important the person, the deeper the bow. If we do not know what their position is, it is better
to bow slightly deeper than our counterparts. A lower-rank person bows first to the person with a higher
rank. While greeting we do not look people in the eye, for this denotes lack of respect. If we want to
honour somebody, we should lower our eyes while greeting.
Business cards, just like in all other Asian countries, play a significant role. One should bear in
mind a few important rules. We should always carry business cards and exchange them with everyone we
meet. One side of the business card should be in English, the other in Japanese. While presenting your
business card, make sure that the writing faces the person the card is being presented to, so he/she can
read it. The business card should be presented using both hands. After being presented with a business
card from a Japanese, we should look at it carefully, we should not put it away, but instead we should
place it on the table in front of us. We mustn’t put the business card into the wallet or pocket, but only in
a business card holder. Conversation topics with the Japanese can cover food, sports, Japan and other
places which the interlocutor visited. One should eschew talking about one’s career, the Second World
War, prices and personal life.
The Japanese believe that silence is gold, which for them means peace. Punctuality must be
observed. Unlike in other Asian countries, time is very precious in the Japanese culture. Social meetings
are important for concluding deals with the Japanese. The goal of such meetings is to build friendships.
One should be prepared for a long meal. Being invited to a Japanese home should be considered an
honour. Shoes must be taken off at the front door. The food is eaten using chopsticks. Good manners
require putting chopsticks on the chopstick rest when not in use, and not in the food. The ritual of drinking
tea is important in Japan, which consists in serving and drinking green tea, but also in admiring the room
in which one is staying, the garden and serving tea utensils, as well as the interior decoration.
For American and European negotiators, the language barrier is the cause of many difficulties,
and particularly the wide-spread usage of the word “yes”, which does not imply agreement, but merely
the fact that a Japanese person has listened and understood. Moreover, one should bear in mind that the
Japanese actually never refuse so as not to offend their business partner. Refusal is usually shown by a
gesture (right hand movement) or by drawing a breath through one’s teeth saying sah, which in itself does
not mean anything.
Doing business with American partners
The United States of America is one of the largest economies in the world, with this country’s
companies making businesses virtually with every other country and marking their presence on most
foreign markets. Greeting among Americans looks as follows. A handshake which is firm, strong and
vigorous. The greeting should be accompanied by eye contact, otherwise we will be considered
insincere/double-faced. One of the most common greetings will be “How are you”, to which we reply –
regardless of how we actually feel – “Fine, thanks”. Even if things are bad, we refrain from talking about
it, otherwise we will commit a faux pas. Americans like most to address their counterparts by their first
name. Regarding business meetings, Americans like quick negotiations, they do not prolong talks,
following their motto “time is money”. While negotiating, they have a sense of power, they are quick and
consistent, and they always cooperate with lawyers. Signing an agreement is paramount. They pay huge
attention to schedules and deadlines. They treat everybody equally, whatever their social status, age or
religion. Only individual achievements count. In business, they do not take liberties with their
counterparts, separating private life from that of business.
Doing business in France
Greeting in France has the following characteristic features. We greet people by shaking hands
with everybody in the room. The French handshake is not too vigorous. When greeting persons who have
the title of a professor or an engineer, we need to use this title while greeting them. These titles are
considered to manifest one’s exceptional achievements. Many directors and managers should also be
addressed by their title. Women always shake hands first, while among men, the person of a higher rank
shakes hands first. Presenting business cards whose one side is in French is welcomed. A good
conversation topic with the French is the place from where their interlocutor comes, his/her interests,
cuisine, culture of other countries and sport. Conversation about prices, sources of income, wages and
questions about families should be avoided. The French like to talk in their own language, therefore the
best thing is to have an interpreter while discussing business. Moreover, being familiar with French
expressions and making attempts at using them are welcomed. In France, contacts are crucial; it is good
to be introduced on the business stage through some kind of institution, e.g. an embassy.
Doing business in Germany
Germany is the country with the strongest economy in Europe. Companies doing business with German
companies should, therefore, familiarize especially with the German culture and its customs. When
meeting a group of people, we should greet and shake hands with everybody. Instead of presenting your
business card to a German client, it is better to attach it to the materials in the file containing the offer. If
such materials are not handed out at the meeting, the business card is presented shortly before leaving.
The handshake should be firm and cordial. Suitable topics for conversation encompass hobbies, football,
places you visited while in Germany, length of your stay in this country. One should avoid touching upon
subjects relating to the Second World War or personal questions. Punctuality is one of the most important
characteristics of the contacts with Germans.
Business meetings are characterized by the following elements. Germans value a high organization of
work and order. They are down to earth, precise and responsible. They are perfectly prepared. They do
not like to pay compliments. They follow the chain of command. They do not tolerate failing deadlines.
They represent a rigid negotiation style. They are self-confident in negotiations. They pay much attention
to good manners. They refer to experts when the situation calls for it. They value honesty and reliability.
They use psychological pressure. They rarely smile.
Doing business in the United Kingdom
The United Kingdom is a country where the business culture is moderately formal. If the interlocutor has
an honorary title, he/she needs to be addressed as such even among acquaintances. Punctuality is valued
in the UK. During negotiations, the British are competent, disciplined, attached to their traditional
etiquette. They are sincere and diplomatic. They check their partners very carefully. Their time is well
organized. They value highly oral arrangements. They appreciate fair play. They do not tolerate a lack of
competence, unreliability, aggressive behavior.
Doing business in the Middle East
Today the Middle East is comprised of the countries whose population is in majority made up of Arabs.
The group of Arab countries is made up of 22 countries. Their culture is expressive. The greeting starts
with Salam alejkum (peace be upon you), then comes the handshake, followed by Kif halak (How are
you?). If you have met this person before, you may be kissed on both cheeks. An Arab client may take
your hand in his hands, thus implying: it’s good to see you. Moreover, it should be noted that this refers
only to men, for Arab women are lower in the hierarchy and do not participate in negotiations.
Conversation can be about the country, the other person’s family (but never about the Arab
client’s wife, for that could be misunderstood as taking a more personal interest in her), the countries
your interlocutor visited, and the likes. Any discussion on politics is to be avoided. One mustn’t talk about
women’s social role in Saudi Arabia. One should avoid making any critical remarks, even those which seem
entirely insignificant. Punctuality is valued on the part of the partners, while Arabs themselves do not
observe timeliness and punctuality, affording little attention to that.
Bon ton poses particular demands in Arab countries. If you reach out for something or if you give
something to an Arab, you should remember to do it using your right hand. Using the left hand is
forbidden, as the left hand is considered to be impure. While in a sitting position, feet must be kept on
the floor. Showing one’s soles is frowned upon, being viewed as offensive. Arabs talk a lot, they tend to
repeat themselves, shout and gesture a lot. They keep a very small distance between themselves and their
interlocutors. They maintain a very intense eye contact.
While negotiating with Arabs one should keep in mind to avoid conducting negotiations during
Ramadan. The higher floor a company’s seat is located on, the higher prestige it enjoys. The purpose of
your visit should never be stated at the start, this should be left altogether to your host. Negotiations with
Arabs are a bit similar to an open-market bargaining, and we need to remember that the first offer made
is always excessive, yet you should not undercut it and instead ask your partner to reconsider it. Every
arrangement made with Arabs should be recorded in writing.
In order to reduce to the minimum the number of mistakes committed while contacting people
from other cultures, it is useful to remember a few important guidelines. One should be sensitive and
empathic towards the representatives of other cultures in terms of business communication. One needs
to recognize, understand and respect another culture along with its differences. One should remain
neutral culturally. The otherness does not imply anything better or worse. One should not assume that
things which work in one culture will do so in another.
(from The importance of cultural differences in international business by Marzena ADAMCZYK)
TRUE (T) OR FALSE (F)?
1. Business cards are not important in Japan.
2. In India, you may order a beef stew during a business lunch.
3. In the United Arab Emirates, you may not use your left hand when you eat or shake hands.
4. Germans are not very punctual.
5. If you are offered tea in an Islamic country, you should always accept it with gratitude.
• socialising with contacts • giving presents
• small talk before meetings • being direct (saying exactly what you think)
• accepting interruption • using first names
_mWiil!� Cultural
�)>> (01.44 J eff Toms is Marketing Director at an international cultural training
centre. Listen to the first part of the i nterview and answer the questions.
differences 1 What two factors affect the 'Middle East clock'?
2 What can cause problems for Americans when they do business with Latin cu ltures?
Il �)>> (01.45 Listen to the second part of the interview and say what qualities
companies should look for when sending staff abroad.
II �)>> (01.46 Listen to the final part of the interview and complete the gaps.
Ithink also one of the key features of the successful ' is to be non· _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
1, For instance, if you're coming from an Asian culture to try and do business with
0 • • • • • • • • • • •
a Western culture, for certain the way that people do things will be fundamentally different
Jeff Toms - the _ . _ . _ . __ . _ . _ ', the structure, the . _ . _ .. _ . _ . _ _ . _ . _ .. _ . _ . _ ', the seniority and the
_ _ _ _ _ _ _ _ _ _ _ S of the people you're doing business with - will be fundamentally different.
Watch the
interview on
If you could be sent anywhere i n the world to work, which country would you
the OVO-ROM_
choose? What aspects of its culture do you particularly like?
67
UNIT 7 •• CULTURES
a Complete the idioms in the sentences below with the words in the box_
Id ioms end eye eye fire foot water water
1 Small talk is one way to break the i � " when meeting someone for the first time.
WEJJ., j..� Gl?!" DOWN
. .
to BUSINESS, NOWOf.IRT 2 I was thrown in at the deep . . . . . . . . . when my company sent me to run the German
. . .
'NavE BROKEN Tt-IfO ICE office. I was only given two days' notice to get everything ready.
I�
��
. • •
3 We don't see eye to . . . . . with our US parent company about punctuality. We have
. . . . . . .
very different ideas about what being 'on time' means. It's a question of culture.
Y� 4 I got into hot . . . . . . . . . . . . with my boss for wearing casual clothes to the meeting with the
potential Japanese customers.
5 I really put my . . . . . . . . . . . . in it when I met our Spanish partner. Because I was nervous,
I said 'Who are you?' rather than 'How are you?'.
6 I get on like a house on . . . . . . . . . . . . with our Polish agent; we like the same things and
have the same sense of humour.
7 When I visited China for the first time, I was like a {ish out of. . . . . Everything was
so different, and I couldn't read any of the signs!
8 My first meeting with our overseas clients was a real . . . -opener. I hadn't seen
that style of negotiation before.
I!I �)>> CD 1.47 Listen to eight people using the idioms from Exercise A and check
your answers_
II Consider the context of each idiom in Exercise A and decide which have:
a) a positive meaning b) a negative meaning.
m Match the idioms in Exercise A (1-8) to the correct meanings (a-h)_
a) given a difficult job to do without preparation
b) quickly have a friendly relationship with someone
c) feel uncomfortable in an unfamiliar situation
d) sayar do something without thinking carefully, so that you embarrass or upset someone
e) disagree with someone
f) an experience where you learn something surprising or something you did not know before
g) make someone you have just met less nervous and more willing to talk
h) get into trouble
D Work in pairs or small groups_ Discuss the following.
1 What tips do you have for breaking the ice at meetings with new clients/people from
other cultures?
2 Talk about a place you have visited which was a real eye-opener.
3 Describe a situation when you
a) put your foot in it
b) felt like a {ish out afwater
See the DVD-ROM � c) got into hot water
for the i-Glossary. V d) were thrown in at the deep end.
68
UNIT 7 • • CULTURES
Il �})) C01.48 Listen to a conversation between two peopLe who have recently
met. What is wrong? How can it be improved?
Il Work in pairs. I n what business situations wouLd you use these expressions?
Congratulations! I don't mind. I'm afraid ... After you.
Cheers! Excuse me. Yes, please. That's no problem.
Make yourself at home. Sorry. Could you ... ? Bad luck.
Help yourself. It's on me. That sounds good. Not at all.
D What wouLd you say i n the following situations?
1 You don't hear someone's name when you are introduced to them.
2 You have to refuse an invitation to dinner with a supplier.
3 You are offered food you hate.
4 You want to end a conversation in a diplomatic way.
S You have to greet a visitor.
6 You have to introduce two people to each other.
7 You offer to pay for a meal.
8 You have to propose a toast.
9 Your colleague has been made redundant.
10 You arrive half an hour late for a meeting.
III �}» C02.1 Listen and compare your answers to Exercise C.
IJ �}» C02.2 What can you say in the first five minutes of meeting someone?
Match the questions (1-10) to the answers (a-j). Listen and check your answers.
1 Is this your first visit to the region? a) At the Metropolitan Hotel.
2 Oh really! What do you do? b) Nearly five years now.
3 How long have you been there? c) No, I come here quite a lot, but usually to
Hong Kong.
4 Have you been to Tokyo before? d) I'm an Account Director for a marketing company.
S Business or pleasure? e) Business, I'm afraid.
6 How long have you been here? f) Until tomorrow evening.
7 How long are you staying? g) No, this is my first trip.
8 Where are you staying? h) Six days.
9 What's the food like? i) I really like it. There's so much to see and do.
10 So, what do you think ofTokyo? j) It's very good, but eating at the Metropolitan
can be quite expensive.
D What are the 'safe' topics of conversation for this sort of situation?
Which topics wouLd you avoid?
III I n your opinion, which of these items of advice for a successfuL conversation
are usefuL and which are not?
1 Listen carefully. S Ask questions.
2 Give only 'yes' or 'no' answers. 6 Stay silent.
3 Interrupt a lot. 7 Keep eye contact.
4 Be polite. 8 Be friendly.
71
12 THINGS NOT TO DO IN JAPAN
1. ………………………………………………………………...
2. ………………………………………………………………...
3. ………………………………………………………………...
4. ………………………………………………………………...
5. ………………………………………………………………...
6. ………………………………………………………………...
7. ………………………………………………………………...
8. ………………………………………………………………...
9. ………………………………………………………………...
10.………………………………………………………………….
11..………………………………………………………………..
12.…………………………………………………………………
13.…………………………………………………………………
14.………………………………………………………………..
https://www.youtube.com/watch?v=0GCuvcTI090&list=LLPhz1-qLx88lEkx94Gv4fRA&index=1403
Date: _______________________ Group: _______________
First name, middle name, last name ________________________________________________________________
Choose the option that applies to the Romanian business environment:
A.1.People are evaluated based on what they do.
2.People are judged based on who they are.
B.1.Women have less authority and are less respected than men.
2.Women have the same level of authority and are shown the same respect as men.
C.1.People work for log-term success.
2.People work for quick results.
D.1.Individuals work on one project at a time, scaling a task down to successive stages and focusing
sequentially on each stage.
2. People frequently work on several projects simultaneously, set approximate deadlines and often
change priorities.
E.1.Individuals are reluctant to schedule changes and to breaks in the routine.
2.People are comfortable with last-minute changes and with unexpected circumstances.
F.1.Rules and laws may be broken when necessary.
2.Rules and laws should always be followed.
G.1.People are convinced that hard work and attention to detail are paramount in order to achieve good
results.
2.Individuals believe that even if you don’t do your best things will work out all right.
H.1.Employees address their superiors and subordinates by using titles and surnames.
2.Employees call their superiors and subordinates by their first name.
I.1.Employees try to cooperate with their colleagues and perceive competition as punishment.
2.Individuals compete with their co-workers in order to move to the next higher position in the
company.
J.1.If problems arise, employees usually try to shift the blame on their colleagues.
2. If there are complications, employees take responsibility for their mistakes and attempt to
participate in the problem-solving process.
K.1.Subordinates follow their superiors' instructions and carry out their decisions.
2.Employees are involved in the decision-making process and may reject their superiors' proposals.
L.1.If there is an emergency at work, employees stay in the office after the end of the working day or
come to work on Sundays.
2.Employees may work on Sundays or after the end of the working day if they get paid for overtime
hours.
M.1.Getting the job done is more important than meeting the team members’ needs.
2. Maintaining a non-competitive and transparent work environment is more important than
achieving a certain performance standard.
N.1.Employees are loyal to the company and feel proud of belonging to it, while the company assumes
responsibility for them.
2.Employees separate their professional goals from the company's, while the company sees
employees as disposable assets.
O.1. Employees feel that they make a difference in the company and they find fulfillment in their work.
2. Employees are unhappy with their jobs and consider a career change.
P.1.Before making a deal, it is important to build harmonious relationships.
2. There is no use wasting time on building relationships, the deal is all that matters.
R.1.Business partners who are invited to an important meeting six months in advance may decline the
invitation because they already have another commitment.
2.Business counterparts who are invited to an important meeting one month in advance may accept
the invitation.
S.1.People feel awkward when their business partners invite them to go fishing or hunting.
2. Individuals are happy when their business counterparts invite them to business meals at expensive
restaurants because they can talk more openly and they can find out details about their partner’s
personal life.
T.1.Business people buy expensive cars in order to project an image of wealth and importance.
2.Business people usually possess a modest car because they prefer not to waste money.
U.1.People talk a lot and convey their thoughts and feelings through facial expressions, tone of voice
and gestures, looking straight into the eyes of their interlocutor.
2.Individuals communicate quietly, slowly, and don’t waste too much time on small talk, hiding their
emotions and avoiding continuous eye contact.
V.1.In negotiations, managers try to convince their counterparts with the help of rational arguments and
figures.
2.When negotiating with their business partners, managers appeal to emotions and subjective
arguments.
W.1.Business people avoid communicating negative information and use polite excuses, hints or
modifiers (e.g.:"perhaps", "maybe").
2. In business meetings, open and frank discussions take priority over personal sensitivities.
Y.1.People maintain some distance while talking to their business partners.
2.When making deals, individuals stand very close to their business counterparts.
