Train your people. Make certain that the people who speak for your company at international trade fairs are well educated and trained and know the cultural divergencies of the people with whom they will relate. They should know how to greet and address visitors. Handing a business card to people of particular nationalities is more like a classic tea service than a back-handed pass of your card in a bar.

Understanding different business negotiating styles, conversation sensitivities, and how women are treated in business, is essential, in addition to knowing eye contact, handshakes, body posture and spatial distance differences. The key is to develop relationships of trust and sincerity, as they are critical for successful business.

Many international business contacts will speak English. Problems occur when slang, sayings, or the latest buzz words are sprinkled in conversation. These are often difficult to translate. It is far more effective to keep communication, written and verbal, basic and easy for anyone to understand. Can you imagine saying that the wall décor is “fly,” how does that translate?
Seventy percent of communication is nonverbal. Gestures and body language, with the exception of smiling, are not worldwide in meaning. Be aware of the protocol on personal space, eye contact and when, what and how to touch. Prepare company leadership in advance with the awareness that attendees will wish to discuss technical details of products and are expecting to place orders. These attendees are usually top level management and want to meet with their counterparts.

Training is essential for international trade show exhibitors as the money that you have spent to get there will go out the window without attention to the cultural differences. You make only one first impression and a blatant offense can end any further talks.