Copyright © 2005 Steve McLaughlin
Global Market Insights
http://www.gmi.lu
If you plan to do sell your product or service
in Europe the problems you encounter may not be the ones you expect.
It's easy to focus on perceived difficulties, such as the so-called
"language barrier", while not noticing the real pitfalls
- until it's too late. I learned three lessons the hard way: appreciate
the different cultures, understand the value of quality vs. speed,
and know which foreign language is key to your business.
If you hope to compete with local firms in Europe
you must understand European business cultures. Notice the use
of the word of the word "cultures" - plural. When I
first started doing business in Europe, three years ago, one of
the first things I learned was that the European business environment
is much more diverse than in the States. Despite the introduction
of the single currency, Europe is not a single business entity.
Different countries retain different ways of doing things. Like
many Americans doing business in Europe for the first time, I
learned this the hard way. After a number of awkward meetings
and deals that mysteriously didn't go through I began to understand
that it was a bad idea to deal with Europeans like I dealt with
people back home.
The American business model prevails in northern
Europe - with the UK and possibly Germany representing the nearest
thing Europe has to a US-style approach. Businesses in former
Easter Bloc countries that have recently joined the EU are also
very US- friendly. During the Soviet years America represented
freedom; American business can now reap the rewards of that iconic
status.
The rest of "old Europe" is a little
different and you should be aware of each country's customs. Italy,
for example, retains a way of doing business that might seem bureaucratic
and patriarchal to Americans. Even Silvio Berlusconi - a good
friend of US business - is known as "Papa" Berlusconi
in some Italian circles. In France, a history of civil libertarianism
twinned with state control that stretches back to the revolution
of 1789 has nurtured a business culture that favors consensus
rather than individual leadership. It's important to do your research
- not only on a country's business structures but also on its
general culture and history. It's even more important to get to
know the people. If you travel to Madrid to cut a deal having
never before set foot in Spain you are at a disadvantage.
Business people in old Europe have slightly different
perceptions of what constitutes good practice from their US counterparts.
Although it would be patronizing to say that a mañana culture
persists in southern European business, it is true that timeliness
is not considered a virtue in the way it is in the States. For
European business people, providing a quality product or service
is much more important than adhering slavishly to deadlines or
driving the hardest possible bargain. Because of this difference
in values, Europeans often perceive Americans as being "pushy"
- when the Americans in question think they're simply being businesslike.
When I first came to Europe I thought that the
most important thing was to learn languages - I was wrong. Most
European business people accept English as the lingua franca of
international business. However, you don't want to risk seeming
ignorant. A reasonable level of conversational French or German,
for example, will come in useful. I have found that many Europeans
have a prejudice about perceived American ignorance of the outside
world. Showing a little linguistic skill - and, more important,
willingness - will be to your advantage.
My experience is that knowing the local language
is particularly useful in France. The French have traditionally
been very protective of their mother tongue. Today, many native
speakers consider French to be in a state of crisis, attacked
on all sides by international English - so your French hosts will
warm to you quickly if you seem keen to speak it to them. Again,
showing you are willing to try is more important than being fluent.
Even so, skills learned in language classes back
home are useless unless basic cultural differences are understood.
Once again, do your research: time talking to locals or reading
about European culture and history will be well spent. Knowing
a little history is especially important if you're working in
Greece or any of the nearby EU satellite states in the Balkans.
Educated people there will often talk about events of a millennium
past as if they happened yesterday. There is a perception all
over Europe that Americans follow Henry Ford's maxim "history
is bunk" - I made friends quickly when I disproved this prejudice.
The good news is that Europeans are more like
us than they are different: the general cultures of both continents
respects business and promotes honest dealing - but it's important
not to let the small differences cost you money.
Steve McLaughlin founded Global Market Insights,
with offices in Europe and the U.S. (http://www.gmi.lu),
with his vision of giving clients two synergistic competencies:
knowledge of the global marketplace and industry expertise in
manufacturing, finance and information technology. Steve has over
twelve years of international experience in three continents,
having started in executive search as a Beckett-Rogers Associate.
Steve is a graduate of Rice University, where he was student body
president, and completed post-graduate studies in International
Economics at the Universidad Mayor, Santiago, Chile.
