The cultural tempo in exports

MANILA, Philippines — Many Filipinos love to argue on many topics under the sun. Filipino exporters are no exception. Many times this behavior (or shall we call it obsession) of Filipinos to engage in endless arguments is displayed while negotiating with foreign buyers. The after-

effect of this behavior is often times disastrous. The Filipino exporter wins the argument but he loses an export order! How ironic it is that the Filipino exporter who spends time and money building up his export image loses it instantly – all because he cannot keep his mouth shut.

While basically the elements of negotiation are the same (dealing with the product, price, and terms of export sale) there are differences in the culture of the Filipino exporter and the foreign buyer. To be more specific – our business customs, practices, values, and habits here in the Philippines are not the same as in other countries. The Filipino exporter who considers this ‘just one of those trivial things’ is at the losing end. On the other hand, the Filipino exporter who recognizes this cultural differences is in a better position to deal with the foreign buyer. It is not enough though that the Filipino exporter is aware of the cultural differences. The Filipino exporter must be sensitive to the peculiar cultural business attitudes, behavior of foreign buyers. Further, the Filipino exporter must be ready to adapt if necessary.

An example of a business practice that is viewed in different ways in different countries is the use of first names in business encounters. Americans do not mind being called by their first name. Informality seem to characterize American business relationship. But this is not necessarily so in other countries where formalities are still practised. In countries where formalities in business dealings is still observed using first names in business encounters may be offensive to foreign buyers like the French.

Let me take this occasion to share with you some cultural peculiarities of businessmen of other countries:

• Some women of India place a red dot in their forehead. This is a sign that the women are married;

• If invited for dinner to a German home, it is a welcome gift to Germans if you bring flowers. Not roses, however, since roses are only for lovers in Germany;

• Do not give a Hindu articles made of cowhide. The official state religion of India reveres cows;

• In Japan, avoid wearing an all-white dress or suit. This is the color of mourning;

• In Japan, special attention and care is given to the wrappings of gifts they give;

• One should refrain from giving a clock as a gift to a Chinese for this item is strongly identified with death;

• Handshaking in Africa is part of their culture. It is no wonder that Africans are fond of shaking hands constantly;

• It is not advisable to plan a business trip to the Arab countries during Ramadan (annual month of fasting and prayer from sun up to sunset usually in March or April);

• People in the Arab countries do everything with the right hand like holding, offering or receiving materials; they expect others to do the same (explain to them if you are left handed);

• In the Arab countries, foreign businesswomen should refrain from sitting down and crossing one leg over the other;

• In the Arab countries, foreign businesswomen should dress conservatively and avoid wearing mini-skirts and low-necked dresses;

• In Saudi Arabia, do not give a bottle of hard alcohol drink as a gift;

• Never joke about religions or sacred traditions when you are in another country; also avoid ethnic or racist jokes. This brand of humor may have disastrous consequence; and

• If unsure of the essential political changes in the country where you are visiting – do not tread on this delicate issue.

The message that I am trying to get across is this – the exporters should take into account the cultural tempo of his foreign buyer when negotiating an export contract.

There are a thousand and one blunders in the world of international behavior that are committed everyday not only in our country but in other countries as well. Many of these blunders are caused by lack of information on the culture, customs and traditions of the countries of foreigners doing business with our nationals.

Finally it would be advisable for Filipino exporters to remember at all times that in relating with foreign buyers, they are dealing with human beings and not with computers. This being so, human behavior matters more than technical knowledge about the product.

Have a joyful day!