When An Indirect Communication Approach Is Best

Last updated 16 August 2008

There are fives scales to measure different cultural behaviors.

• High Individualism versus High Collectivism Behavior
• Uncertainty Avoidance versus Low Uncertainty Avoidance Behavior
• High Power Distance versus Low Power Distance Behavior
• High Masculinity versus High Femininity Behavior
• High Context versus Low Context Behavior

Important: Read the Basic Guidelines For Using Cross Cultural Communication Web Tools before implementing any of these web tools.

There is more than one tool you can use to appeal to each of the different cultural behavioral traits.

We have already reviewed one web tool for cross cultural communication to cultures with high Context behavioral traits:

• Soft Selling

Continuing on this series, let’s look at a second web tool.

Polite Is An Indirect Approach

This week we will look at a web tool for cultures with a high Context culture behavioral trait:

• Politeness using an indirect approach

Some cultures are more direct in their communication than others. This is the case of the large English speaking countries. Therefore we need to pay attention when selling to cultures that are different.

In some cultures business cannot be as direct. Things are “said” though other indirect ways, through the context in which they are presented.

Differences in politeness can raise cultural barriers very quickly. If you are doing business with a country where politeness is based on an indirect approach and you are used to doing business with a very direct approach, you will probably need help from a third party.

Don’t rush the beginning phase of your setting up your business. Learn to adapt your own politeness as best you can.

Spend enough time to get to know your foreign markets. You may need to expert help to write your website and get it right.

Online market research in your target country will always help you. Especially if there is a difference between your style of politeness and your foreign market’s style of politeness. But be ready to ask for help to get this right.

Traits Of Cultures High In Context

Some cultures are described as being high on the context scale. These cultures communicate in a style where:

• Key communication is relayed in the context, not only in the words.
• Communication is internalized

Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of An Indirect Communication Approach

In these cultures you will want to pay attention to how you use:

• direct language
• photos and images for politeness
• your company greeting
• humility in the way you communicate

Use these cross cultural web tools to inspire you to improve your web communication with your international clients.

There is lots more on the different cultural behaviors in the June issues of the Get International Clients Weekly Newsletter. Sign up quickly for more tips and ideas for getting more out of your international marketing.

Important Notice

Basic Guidelines For Using This Web Tool

If you have not read the Basic Guidelines For Using Cross Cultural Communication Web Tools as mentioned in the very beginning of this article, please do so before implementing any of these web tools.

You need to look at the whole picture of all five cultural behaviors before tweaking how you use the specific web tools outlined here.

Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development. Find out about how Cindy can help you get international clients