More stats were shared:

Small businesses owned by women and minorities are focusing more intense efforts on exporting than are small businesses owned by non-minority men. And, most women entrepreneurs start to enter foreign markets soon after start-up….in fact nearly 55% of business owners take their first active step toward exporting (for example, gathering info on a foreign market) within 2 yrs of start-up.

 

The moderator of the panel, Elizabeth Thorton, recognized that one of the main challenges of going global is understanding the culture and asked the panelists to share some of their stories…

 

One of the panelists, Jill Cheng, President, Cheng & Tsui, was born in China, grew up in Tokyo, and came to the US for college. Because of her cultural background, she never wanted to say anything overly positive about her company, even though she was doing very well. When people asked her about it she would respond with a so-so response. Thankfully her husband took her aside one day and told her if she wanted to continue to be successful in America she better change her answer!

 

Panelist Kellie Kreiser, Director of Project Artemis, traveled throughout Europe often with a previous employer. Once when she was at a tradeshow in Paris she was asked by a french businessman, 'what are you here for if you don't speak french, to massage the mens' feets?'  She was horrified but realizing that culturally this sort of comment may be kosher she grinned and bared it…and then walked away as quickly as she could!

 

Lastly, an American audience member added that she does a lot of work in the UK and that localization trancends even the same language. She encouraged everyone to learn the local norms..not just the language!

 

Elizabeth Thorton closed this question by sharing the following tips with the audience:

 

- Build a relationship before you get down to business.

- Don't impose your time limits.

- Do your research.

- Bring your own interpreter.

- Understand body language.

- Dress with respect and authority.

 

She also suggested visting the site Etiquette International to learn from a cultural image expert, Hilka Klinkenberg. The site can be found at www.etiquetteinternational.com.