How to Grow Your Business Globally

(page 2 of 2)

That's something I really had to temper in Brazil," says Style West founder David Sengstaken. "To walk into a business meeting, put down your briefcase and say, 'here's what we're going to do about …,' isn't going to fly. People are much more relationship-driven."

There's a lot in a name. Starting out on the right foot in a new market means knowing the proper way to address your colleagues. In China and Vietnam, for example, surnames come first and job titles such as "Director" are important. That took me a long time to get used to. At UPS, we call each other by our first names but in China, I've had to get used to being "President Brutto."

When it comes to business cards, it's customary in many countries, including India and China, to read the business card. Don't just put it away immediately. It's also seen as a sign of respect to have the information on one side of your business card printed in the native language of the company you're visiting.

English spoken here. Many small and midsized businesses cut their exporting teeth in markets where English is a primary language, such as the U.K., India, or closer-to-home Canada. "India has a high population of English speakers, which makes it easy to enter the market, negotiate with vendors and partners, and set up operations," says Steve Hochradel, assistant vice-president, distribution, for PBD Worldwide, which distributes textbooks and educational materials. "You also don't have to worry about producing a product line in multiple languages, which is great for the first-time exporter."

New exporters should consider starting in Canada, the U.S.'s largest trading partner—and the first non-U.S. market in which UPS did business. Canada has common business practices, a common language, and a great infrastructure for doing business.

Show you're in for the long haul. Nothing is more off-putting in a new business relationship than indicating you're looking for a fast return on investment. Many small and midsized businesses mistakenly think that fast-growth markets mean they're certain to make a quick buck. It takes time to establish a presence in another market, and your colleagues and partners expect a long-term commitment.

One size never fits all. Businesses must understand that every country has its own customs and etiquette rules; what works in one market won't necessarily work in another. In such countries as India, which has 29 states and multiple cultures, a regional strategy and approach are critical.

Negotiations everywhere will be different. In India, you should avoid saying "no" in business discussions because it's considered rude. In China, it would be a mistake to take the word "yes" literally. Chinese executives frequently say "yes" and nod during conversations, often merely to show that they are paying attention to what you are saying, not necessarily agreeing with it.

All of these cultural nuances may seem challenging at first. Over time, they will become second nature. By doing your homework and tapping into the resources to help small businesses export, there's no reason to let cultural or language barriers serve as blockades to your business growth.

As president of UPS International, Dan Brutto is responsible for all international-package, freight-forwarding and logistics businesses, as well as U.S. international-package services.

Business Exchange

Track and share business topics across the Web.