When Do You Need To Talk To Your International Clients With Their Vocabulary

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 four web tools for cross cultural communication to cultures with a high Uncertainty Avoidance behavioral trait:

• Customer Service
• Free offers
• Tradition Themes
• Testimonials

Let’s continue with a fifth Uncertainty Avoidance web tool :

Local Vocabulary

This week we will look at another high Uncertainty Avoidance cultural behavior web tool :

• Local Vocabulary

Some cultures respond much better if you speak to them with the exact same vocabulary as they use. If you use unfamiliar words to them this created cultural communication barriers.

Let’s review the cultural behavior of uncertainty avoidance:

Traits Of Cultures High In Uncertainty Avoidance

Some cultures are described as being high on a scale of uncertainty avoidance. These cultures are stimulated more with:

• Predictability
• Structure
• Order

They do not respond well when they are faced with:

• Ambiguity
• Less structure
• Taking risks

This explains why these cultures put up cultural barriers to unfamiliar words.
Here’s one thing you can do to communicate better with your clients in these cultures:

Highlight Use Of Local Vocabulary

In these cultures you need to pay attention to how you communicate and emphasize:

• General local flavor to the website
• Reference to local events
• Use of local metaphors and expressions
• Local terminology in general and for your industry

The use of local vocabulary can be small touches or a completer website overhaul. This depends on your business and the culture you are targeting.

Of course, you will need some insider help to get this done right. Be sure to track results and test any changes when using local vocabulary.

Remember, there will be other tools you will need to highlight as well.

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.

Tagged as: cross-cultural communication, cultural behaviors, culture customization, high uncertainty avoidance, local vocabulary, order, structure, uncertainty avoidance, web tools