Job Titles For Different Cultures

Most businesses understand that job titles can be perceived differently in foreign countries.

Different perceptions in job titles influences:

• Credibility
• Speed of sale

It might be a stretch to say that your job title can affect your international sales.  But it can create a few stumbling blocks.  Now this does not happen very often.

False perception of job titles works both ways. There is the question of different cultural perception of your own job title, and there is also the question of how you perceive other cultures based on their job title.

Some people get stuck on what job title to use when selling to international clients.  So here are a few guidelines.

Discover The True Picture

The problem is that your own cultural background may influence your perceptions on:

• Whether you need to adjust your job titles for different cultures or not.
• What changes you need to make.

Basically the problem is that it can be hard to recognize how different cultures can use a different logic to job titles.

Convey Your Job Responsibilities

A simple translation of a job title might or might not work. There may be different job descriptions for the same job title in two different countries.

Don’t get stuck on trying to find the right job title.  As in all cross-cultural communication, you need to focus on conveying the right message.

So…

You simply need to equate the job title with the right job responsibilities.

Market Research

If you feel a lack of credibility and think it may stem from your job title, this calls for a little research.

To discover how your foreign market perceives your job title, you need to ask the right questions.  Luckily, the questions are simple:

• How does your foreign market wants to be sold to
• How does your foreign market need to be sold to
• How does your foreign market perceive your job title
• Who would be your best spokesperson

This will give you a little background information.

Next…

Guidelines From The Different Cultural Behaviors

Ask yourself if there are any obvious cultural differences.

In North America for example there is a much wider scope for job titles.  Some Job titles appear to be pimped up, or over hyped.  Especially when compared to the responsibilities that go with the same job titles in other cultures.

Have a look at the different cultural behaviors.  There are some very obvious cultural differences to guide you.  Here are the different cultural behavior scales you can contemplate:

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

As I have written previously, these are the cultural behavior scales established by Geert Hofstede with an addition by Edward Hall. I personally think there is little value in studying the original results of this study.  The study was carried out over 30 years ago and in within a very narrow context.  And this context is out-of-date.

But, there is value in looking at these different behavioral traits when carrying out your own research.  You can evaluate your own perceptions and results using these 5 scales.  These behavioral traits can help you understand cultural differences better.  And you can then adjust your communication to improve results.

When selling to countries with different cultures, the key is to identify the differences in cultural values to yours.

Different Job Functions

When selling to different cultures you must constantly cultivate trust.  Both parties must appreciate who they are dealing with.

Very simply…

It is more about the perceived relevance of your job function than your job title.

Remember, company hierarchy works differently in different cultures too.  And this can complicate things if you go in with a job title that is not perceived as relevant.

When you are negotiating abroad, it is also a good idea to establish how the different job functions work together.  And then to connect at the appropriate level, with an appropriate job title.

Cindy King is a Cross-Cultural Marketer and International Sales Specialist, with over 25 years field experience in international business development. Learn how you can get more international sales