Feb 24, 2023
This Podcast Is Episode Number 512, And
It's About Understanding Cultural Differences Within Your Company
And Clients
We're in a dynamic, multicultural country with many different
races of people from diverse origins, just within the domestic
market; it's vital that you know who might be interested in your
goods or services and how they could perceive particular
messages.
Whichever specialty your construction business is in, cultural
differences can directly impact your profitability. If you try to
understand your crew's and clients' cultures – their customs and
differences – you'll have a better chance of keeping them and
gaining more, respectively.
Suppliers, vendors, and service providers respect leaders who
have a vision, mindful and considerate, and can power through every
obstacle to achieve success. They will support you in ways you
cannot even imagine because it is in their best interest. Decide
how you want to lead, how you want to be respected, and the work
culture you want to create.
Ensure certain business areas
don't offend potential subcontractors and clients from different
cultures.
- Body language – it's
important to know what body language to communicate to potential
staff or clients you meet or in visual advertising directed at your
customers. For example, if your business has a sizable Indian
customer segment, be aware that a typical western hand wave meaning
'hello' is usually interpreted by Indians as 'go away' or
'no.'
- Communication – the secret
to success in any business. If your company can communicate on the
same level as your local customers, you're already heading in the
right direction. One example that failed miserably was when PepsiCo
marketed Pepsi in Taiwan using an ad tagline, "Come alive with
Pepsi!" They didn't realize the Chinese translation meant, "Pepsi
brings your ancestors back from the dead!"
- Awareness – simply being
aware of your prospective customers' cultural backgrounds will
allow your business to convey its messages more accurately and with
less chance of offending.
By drawing up some personas
of the main types of clients in your target market, you'll begin to
break down what each kind of personal values. You may even find
their trigger points – those that make the purchase.
Ensure you're familiar with
each persona:
- Etiquette – such as getting
to know the culture of Chinese customers and being patient when
conducting business.
- Dress – if you have
significant customers in the Pacific Islands, it's more common to
dress informally when doing business.
- Business and religious
customs – familiarity can go a long way toward a successful
business. For example, Japanese people consider it rude to make
demands when doing business, while Indonesian people prefer to do
business face-to-face.
- History – if you're kicking
off an advertising campaign that uses an aspect of history to get
your message across, make sure it's accurate and not likely to
offend a particular demographic.
Simple acts of
mindfulness promote a positive reputation for your construction
company. One common
example: When working on residential projects, it is important
to note that Asians, in general, and most Eastern Europeans,
dislike wearing outdoor footwear inside their houses. It is
customary to remove your shoes or wear shoe covers to show respect
as you enter; not only that, it ensures the floors and carpets are
clean and clear of possible mud and dirt.
Often businesses don't take
sufficient time to have people on the ground interacting with their
potential customers. There are language barriers and different
customs that need to be considered.
Speaking with advisers who
have the exact origins of your major market segments is a brilliant
idea. The advice could prove invaluable – ensuring you don't offend
through ignorance or lack of knowledge.
You must ensure all aspects
of your marketing work together, delivering the same message – one
that's aware of the cultural differences amongst your clients. By
being aware of the critical factors impacting your business, you'll
set yourself up to maximize sales from a global melting pot of
potential customers.
About The
Author:
Sharie DeHart, QPA, is the co-founder of
Business Consulting And Accounting in Lynnwood, Washington. She is
the leading expert in managing outsourced construction bookkeeping
and accounting services companies and cash management accounting
for small construction companies across the USA. She encourages
Contractors and Construction Company Owners to stay current on
their tax obligations and offers insights on managing the remaining
cash flow to operate and grow their construction company sales and
profits so they can put more money in the bank. Call 1-800-361-1770
or sharie@fasteasyaccounting.com