MANILA, Philippines — It is not only the foreign buyers’ product preferences that the Filipino exporters should know but also the eccentricities and peculiarities of the foreign buyers. It is not just knowing the latest market trends in design, product finish, quality, and pricing that make Filipino exporters competitive in the world market but knowing something about the language, history and culture of the foreign buyers. Yes, knowing something about the cultural graces and etiquette of the foreign buyers and to the competitiveness of our exporters vis-à-vis other exporters from other countries.

No wonder, international trade is often referred to as a business that is more than business.

Many of our exporters today commit so many blunders in international etiquette often referred to as comportment, or protocol. Take the case of handshaking, or exchanging of business cards or giving of gifts, or entertaining foreign buyers on homegrounds – the proper way of doing these things differ from one country to another.

In other words, the Filipino exporters should be multi-country, multi-cultural, and multi-environmental. There have been many cases in the past when our exporters have lost orders by default simply because one unguarded comment was considered an insult by the foreign buyer; or one gesture of the body, hand or head offended the foreign buyer because the gesture is considered improper using the cultural standards of the latter as a gauge; or a gift given was repulsive to the sensitivities of the foreign buyer. These incidents happen every day, not only in the Philippines but in other countries as well.

A Filipino exporter’s failure to give due respect and recognition to existing customs revered by the foreign buyers may sometimes be excusable. But not when the Filipino exporters themselves do not know their own Philippine history and geography as well as their own Filipino culture. This is disastrous. What is embarrassing too, is many times the foreign buyers know more about the Philippines than the Filipino exporters. It is hard to believe these things but they are happening now and then.

Realizing the importance of business etiquette and protocol in the international market, businessmen especially international businessmen must know about business etiquette so they can present themselves to their best advantage. If they do not update themselves with the current international behavior, their business may suffer even if the products they are offering abroad are competitive in terms of design, quality, prices, delivery dates, and service. Also, because the world is changing and the rules of behavior have been changing.

What then is the profile of the international businessmen today? He must be multi-environment, multi-country, multicultural, and multifunctional. The business executive must learn how to make his foreign buyers/guests feel comfortable. Also to respect their protocol. In short, he must value “personal relationship.”

Socializing, friendships, etiquette, grace, patience, protocol, and a whole list of other such cultural traits are indeed integral parts of business. Proving too, that business is more than just business.

Here are some areas of protocol that make or make business deals: handshaking and the art of introduction; entertaining and hosting; gift-giving; social drinking; dining and eating differences and peculiarities; taboos in conversation; greeting remarks; gestures and body languages; cultural stereotypes, business cards; the use of first names; concern for time and punctuality; dressing properly; telephone etiquette; dealing with women in business; and the use of interpreters. Negotiating, entertaining and protocol are so interwoven and it is difficult to separate one from the other.

Business deals are possibly won or lost at literally the first greeting. Disregarding and ignoring these protocol practices in a global context would be disastrous. This being the situation, the cultural traits are in effect integral parts of business. This is the reason too why business is more than just business.

One ticklish issue in etiquette is the use of first names. There are many foreigners who are very formal in their business dealings for the first time. The Englishmen are formal people and jumping to a first-name basis with them would create an unpleasant first impression.

Finally, there are a thousand and one blunders in the world of international behavior committed daily that can be avoided just be mastering the technique of genuine courtesy.

Have a joyful day!