Understanding intercultural differences is decisive in ensuring successful interpersonal communication. Intercultural awareness goes a long way in eliminating misunderstandings caused by intercultural differences. Resultantly it improves business potential. Intercultural awareness is inevitable in business presentation. Business personnel, who have to deliver presentations regularly to an audience from a different culture, have to consider the following factors for successful presentation which will ultimately have a bearing on their business.
Language: Though the majority of the language will be understood by an English speaking foreign audience, a speaker must be careful about jargon, idioms, phrases etc. Englishmen frequently use terms like “knocked for six”, “bowled over” etc. The audience may be puzzled. When an American refers to a ‘billion’ he means a thousand million, whereas in the UK this would mean a million ‘million’. Always remember that Language must convey the meaning to the audience.
Body Language: Pay attention to the body language. Hand gestures and the expression of emotion through the body are acceptable to some. Others expect speakers to remain calm. Similarly pay attention to the use of gestures. The thumbs up may mean ‘good’ in the USA but not so in some Afro-Asian countries. Eye contact can also be a major intercultural difference. For some strong eye contact is a sign of sincerity, for certain others it is a matter of arrogance and invasion of privacy.
Time: Study the different approaches to time across cultures. Some go for a planned approach to business matters giving importance to time and punctuality whereas some other cultures are not particular about it. Maintain proper rigidity and flexibility with respect to the particular culture.
Emotions: Sometimes the presentations may be in the presence of a small mass and may be with respect to sensitive issues in tense atmosphere. That may call for control of emotions. Do not lose temper and do not show frustration. Never lose patience. Otherwise you will risk your trustworthiness. If you are asked questions, try to understand that they are being posed only to establish facts, not to undermine you.
Style of Presentation: .Always bear in mind the needs of the target culture. For example, in the US the presenter speaks from a point rather towards a point. That is to say the presentation is bottom-line oriented. On the other hand the Europeans prefer a detailed presentation, starting from the foundation, going on step by step towards the end. The audience will have no problem in understanding this. Other countries may have their own style.
Use of Technology: In advanced countries, Power Point is the method of giving a presentation. But in under developed countries Over Head Projector may be ideal. And there are countries where they prefer blackboard. Some cultures get confused with visual presentations. They like words.
Content: Take care that your presentation satisfies the audience. If so your objective is met. Find out whether a visual presentation is okay; or whether they want a speech.
Audience Participation: In some cultures audience enjoy active participation. Some others refrain from participating. They are happy just to listen. Audiences show respect in different ways. Japanese listen closing their eyes. In the United States and European countries a good point is appreciated with clapping of hands.
Given above are only a few major points, which can improve individual’s awareness of intercultural differences in business. There are many more.