The Winnick Group

Navigating Cultural Differences

In our global economy, building trusted relationships with culturally diverse clients requires clear, effective, empathic communication. Unlike the rapport and intimacy you have with your best friend, or even with familiar clients, relationships that feature language and culture barriers can, at first, lack the warmth, humor, and understanding that are essential for trust to develop. A smart leader learns to navigate cultural waters as deftly as any sailor in foreign seas!

So, get into those waters eagerly. By learning to decipher the needs of your new clients, as well as the nature of their businesses and the difficulties they face, you'll soon understand their hopes and their dreams-and will have earned their trust.
Some navigation tips:

Be sure to attend to your own initial impression. Know the pronunciation of your client's name and of her business. Be familiar with her firm's logo and tag line, if it has them. Obviously, you'll be welcoming, and serve as a model of your own company and culture, by smiling, shaking hands, making eye contact, and be well-versed in the nature and concerns and issues pertinent to her organization.

Don't leave your sense of humor at home. Take the initiative and motivate those around you. Look out for client's interests.

• Ask open-ended questions and listen to the answers to discover real needs and priorities. Never play "gotcha" with a client in the hope of seeming smart. It always backfires.

• Establish rapport by learning to listen reflectively; paraphrase what you hear and repeat it, so both of you know there is clear understanding. Be attuned to the client's terms, her language, and use it if you can when offering feedback.

• Read body cues: be aware of facial expressions, tone of voice, gestures and posture to read your client's feelings and uncover the meta-message.

• Be an empathic listener and respond authentically. Take a risk and let yourself be known. Never pretend you believe something if you don't; never hide your feelings so as to feign agreement. Trust requires authenticity.

• Create more trust by admitting when you've made a mistake. No cover-ups.

• Be visible. Let people know you are available. Say thank you and make employees feel they are contributing and are respected.

• Become the person you would love to work for.

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