A successful business person should understand that there exist cultural differences internally and externally. Understanding cultural differences lay the foundation of a good work relationship. Failure to understand the cultural differences can offend clients, losing their trust. Businesses now serve clients across the globe; there is the need to avoid culture faux pas.
Cultural sensitivity improves the company-client relationship. If you want to have a good relationship with a certain group, understand their culture (Lutz, 2017). Before engaging with international clients, the company needs to expose the employees to learn the client's cultural practices, religion, and language. Language, verbal or non-verbal, varies from one country to another. For example, some countries value handshakes as a sign of respect and friendship, while others avoid body contact. Shaking the hands of a client may offend them, which may not be one's intention. Religion is also a domain in culture. When a company moves from an area occupied with Christians to an area occupied by the Muslims, they should change to accommodate the clients. Most languages have "false friends" words. One word may mean different depending on the culture and country. It is essential to understand the client's language to avoid using offensive words or a misunderstanding due to a difference in language.
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Clients tend to gravitate towards those they identify with. This happens naturally, and it is not an exception when it comes to business dealings. Learning a client's culture, language, and understanding their expectations will attract them towards the company's products and services. Understanding which words to use and gestures in a communicative event will ease the tension and make the client feel comfortable. The mutual understanding will create an interactive moment since effective communication is a tool for a successful business.
Conclusively, understanding the culture, language, and religion of an international client is of importance. Companies dealing with international clients should expose the employees to understand the client's culture. Clients will be attracted to buy from those they identify with. Cultural insensitivity can chase the clients away, leading to low sales.
Reference
Lutz, S. (2017). “Cultural Sensitivity: Importance, Competencies, and Public Relations Implications”. University of Tennessee Honors Thesis Projects. https://trace.tennessee.edu.edu/utk_chanhonoproj/2052
