Cultural Communications and Protocol: Mastering International Trade Meetings
From Friday Harbor, Washington
We manufacture a line of spa products utilizing our local seaweed here in Friday Harbor, Washington.
Last month an executive from a Colombian company tried our product while visiting on vacation. It made her look years younger. She loved it!
Little did we know that she is the Sr. VP of marketing for one of the largest beauty companies in Colombia. She wants to bring the CEO to meet us!
We are so excited but so nervous. Betty Sue, this is bigger than big and we don’t want to mess up. What do we need to know to start off the meeting right and carry it through? Our future may depend on you, please help!
Signed,
*Disclaimer: The names of exporters and their stories have been changed to protect their identity. The names and expertise of our advisors are very real and often understated. The story is funny, the advice is authentic.
Become an Expert in International Trade Communication
Dear Rhodophyta,
We are as proud as plump peaches for your success! Dealing with international clients and adjusting your cultural communications will be just one more feather in your cap. Being from the Dallas area, home to Mary Kay, we all know her famous quote, “You have only one chance to make a good first impression”, so of course, that is what we want you to do!
As my Mama said, if you don’t know how to dance, best find ya an expert to teach ya before ya step on any toes. Our expert knows ALL the steps. My friend and colleague Patricia Moore, CEO of Sentrum International has had years of protocol experience serving as Consul of Colombia to Norway and Iceland.
She deals with all aspects of export services for her international clients and of course cultural questions do arise. Let’s ask Patricia what we need to know to make a great first impression and carry it through.
Signed,
Betty Sue, a proud plump peach
Mastering International Trade Meetings: Cultural Communications, Business Etiquette, and Foreign Relations Protocol
When engaging in international trade, building strong relationships with foreign clients is essential for long-term success. Understanding cultural communications in international trade, including greetings in different cultures, business meeting protocols, and trade etiquette, can greatly impact your negotiations and partnerships.
Cultural Awareness: Eliminate Stereotypes for Effective Global Trade
The first step in fostering successful international business relations is removing preconceived stereotypes about foreign cultures. Every country has its own unique customs, foreign relations protocol, and approach to business meetings. Taking the time to learn these differences will help you establish trust and create a lasting partnership.
Before the Meeting: Proper Business Protocol and Meeting Preparation
Once you’ve confirmed that the CEO or key decision-maker will visit your facility, follow these steps to ensure a smooth and professional experience:
1. Send a Tentative Agenda for Approval – This provides insight into their preferred working style and negotiation approach.
2. Provide Key Logistics Information – Include travel tips, weather updates, local cultural highlights, and hotel recommendations.
3. Confirm Dietary Restrictions – Ask about special meal preferences, allergies, or religious dietary restrictions to make their stay comfortable.
4. Arrange Airport Pickup & Transportation – As the host, you or a designated team member should greet your guest personally and drive them to meetings.
Trade Meeting Etiquette: Cultural Differences and Business Protocol
Your business meeting strategy should align with local customs and expectations.
Consider these key aspects:
- Location & Seating Arrangements:
The guest of honor (highest-ranking official) should be seated across from your company’s top executive, facing the door.
Direct them to their seat by saying, “Please sit here.” - Greeting Rituals in International Business:
Handshakes are common in Western cultures, but bows may be expected in Japan, and some European or Latin American cultures may greet with a kiss on the cheek. Be mindful of personal space, voice volume, and body language based on cultural norms. - Attire Expectations:
“Casual dress” in global trade rarely means jeans or flip-flops. Business casual in one country may mean a full suit in another. - Table Etiquette & Business Materials:
Keep briefcases and purses off the table and maintain organized meeting documents. If the guest presents a gift or souvenir, open it immediately, express
gratitude, and share it with others if appropriate.
Starting the Meeting: Cultural Communications in Foreign Trade Business
1. Begin with Polite Conversation – Ask about their trip and, where appropriate, inquire about their family, which is often valued in relationship-oriented cultures.
2. Deliver a Strong Business Introduction –Present a brief but compelling pitch about your product or service.
Highlight export market opportunities and mutual benefits for both parties.
3. Listen and Address Concerns Thoughtfully – Demonstrating cultural respect by acknowledging their perspective and addressing their needs is crucial.
Closing the Meeting: Strengthening International Business Relations Through Cultural Communications
1. Respect the Agenda and Time Constraints – As the host, close the meeting professionally and transition to the next engagement.
2. Ensure a Proper Send-Off – Arrange transportation back to the airport, ensuring a smooth departure.
3. Follow Up Professionally – Send a courteous follow-up email, thanking them for their visit and asking about their return journey.
Express enthusiasm for future collaboration and outline the next steps in your business partnership.
Final Thoughts: Becoming an Expert in International Trade Communications
Mastering cultural communication in business meetings, greetings for different cultures, and foreign relations protocol is a skill that will serve you throughout your global trade expansion journey. Developing cross-cultural awareness and adapting to international business etiquette will set you apart as a strong candidate for those seeking out international business relations.
