The Art of Selling Cross Cultures

If you’re willing to be culturally sensitive, you can increase your business with foreign-born consumers. Here are some specific tips on working with those from other cultures.

As you’re well aware, we’ve had a huge influx of immigrants to this country in the past 30 years. Many of these immigrants are coming from Asia, Latin America and the Middle East. These are very different cultural backgrounds from those of the first wave of immigrants who came to the United States from Europe. It pays to understand those differences. There’s a lot of business to be done with people from other countries.

Now, before we go into discussing how to sell cross culturally, I’d like to dispel a myth. So many times, I hear associates say that it’s futile to explore the foreign market because foreign-born consumers only want to do business with those from their own country. Wrong!

While some of those from other countries will insist on an associate of their nationality, the majority of foreign-born people prefer to do business with U.S. real estate professionals. Here’s why:

1. Many foreign-born consumers believe that U.S. associates know the inventory better and are more knowledgeable about the rules, regulations and laws in the United States.

2. Many foreign-born consumers believe that U.S. associates are up front and frank.

3. Some foreign-born consumers are afraid that they will incur an obligation if working with someone from their own country and that if things don’t work out in the transaction, they will lose face.

4. Some foreign-born consumers are reluctant to share personal financial information with someone from their own culture because they fear that their financial matters may get back to their own community.

Cultural differences

I’ve run into many associates who aren’t interested in learning about cultural differences. They believe that people who come to this country should learn our culture. That’s a valid observation. But, it’s one that could cost you a lot of business. Culture is not something that is part of our conscious awareness. We learn our culture very early in life and our culture codes are etched into our psyche so deeply that we’re not even aware of them. Culture to human beings is like water to fish. Fish are unaware of the water, but if you throw the fish into a patch of sand, the fish knows that something is very, very different.

We look at the world through culturally tinted glasses. I’m from the Middle East, and I wear one tint on my cultural glasses. Those born in the United States see things through a different tint. When you can understand something about how the world looks to others—that knowledge is power. That information will put you in charge of your business. You’re no longer walking on eggshells. Every successful salesperson wants to understand the perspective of the consumer— regardless of from where that consumer comes. Let’s talk about some specifics of doing business with those from other cultures.

Handshaking is international business protocol, so you can’t usually go wrong to extend your hand to someone. However, if you are male, you may want to let the females initiate the handshake. Also, some older people are not accustomed to doing business and they might not be used to shaking hands. So, you might want to let them initiate the handshake. Be aware that people from other cultures may be much more status conscious than are U.S. residents,

Canadians and Australians. Don’t assume that you can call someone by his or her first name until you’re invited to do so. This is especially true across gender lines. Also, use a title if someone is a doctor, professor, etc.

Although it might seem conversational, it’s never best to start off by asking someone how long they’ve been here. It could be that in spite of a strong accent, they’ve lived here 20 or 30 years. Your objective is to bring down the walls that separate you from the consumer. Talk about similarities, not differences.

Importance of hospitality

In Asian, Latino and Middle Eastern cultures, hospitality is usually very important. When consumers come to your office, it’s very important to offer them tea, coffee or some refreshment. Now, something interesting may happen when you make this offer to those from Asia or the Middle East. They’ll tell you to please not bother. It’s your job to insist a couple of times. This is particularly part of Asian culture. Then, they will accept. In fact, in one Middle Eastern country, when a woman gets married, the religious person who is performing the ceremony will ask the bride three times whether or not she wants to take the man to be her husband. She only says yes on the third time. It would be considered unseemly to say yes too early.

Language barriers

When we hear someone speak with an accent, we hear the cadence and the music of the language before we hear the words. And, when the music is strange, we get distracted. We sometimes become stressed because we’re afraid we’re not going to understand the person or that they’re not going to understand us. The secret is to calm yourself and listen very carefully. When your ears get used to the speaker’s unique music, the words start appearing as if by magic.

When you don’t understand, it’s perfectly fine to ask someone to repeat himself or herself. It shows that you’re interested and that you want to understand. If you’re still not certain you’ve understood an important point or that you’ve been understood, then send a hand-written summary note after the meeting.

Please don’t speak to foreign-born consumers as though they are mentally impaired or hard of hearing. Speak clearly and deliberately, but don’t overdo it. Have you ever seen someone operating under the delusion that if people don’t understand English, they’ll understand loud English?

Also, avoid the well-intentioned mistake of immediately offering a translator from your office if someone walks in and has a heavy accent. Your consumer may be offended. He speaks English. Why would he need a translator?

Value of time

People from different cultures may have different approaches to time and appointments. Say, for example, you have a 6:00 p.m. appointment. You might want to call that morning to confirm the appointment. In the conversation, you might want to say how much you look forward to seeing her at six that evening and that you have to be at another appointment at seven. That way, you’re letting the consumer know that if she’s an hour late, she’ll miss the appointment.

Need to consult

People in the United States tend to be very individualistic in their decision making. A U.S. husband and wife may choose a property without consulting anyone except a property inspector. People from other cultures may want to consult with family members and others. They may bring several people to see a property they’re considering. The point is that you need to be patient. They don’t want to impose on you. If they hear the slightest sign of displeasure in your voice, they’ll take their business elsewhere. So, you need to be hospitable with the family members, godparents, co-workers and neighbors they bring along. Think of it as an opportunity to widen your network.

Establish credibility

When you’re doing business with people from other cultures, make sure you have a resume or personal brochure that establishes your credibility. It’s best to do this in writing. You might be perceived as too boastful if you toot your own horn verbally. The Chinese have a proverb, "An empty bottle makes a lot of noise." But you can, and should, establish your credibility in print. If you’ve been in business for 20 years, say so. If you work for a large firm, make sure that’s clear. Don’t believe the myth that foreign-born men won’t do business with women. They will if you establish your credibility and if they see you as an authority figure.

Explaining the ground rules

Use your brochure as a forum for establishing the ground rules. Again, it’s best to do this in writing. Don’t take it for granted that consumers understand the process of buying real estate. Explain it to them. Explain how the commission is structured. Your brochure might say, "As a commissioned sales associate, I do not get paid until the transaction is completed. Usually the commission is paid by the selling party and is split between the real estate offices representing buyer and seller. I receive a portion of the sales commission received by my office." This also sets the stage for protecting your commission. You’ve explained to the consumer up front that you don’t receive the full amount of the commission that’s paid. Of course, that may not prevent him or her from trying to negotiate with you. If that occurs, invoke a higher authority. Explain that you can’t make that decision, that the commission is received by the broker and that you will speak with the broker about it. Consumers may consider it rude if you look them in the eye and say no. They’ll be more understanding if they’re informed that your broker won’t allow you to adjust the commission.

Qualifying consumers

It’s often uncomfortable to obtain the financial information you need to proceed with a transaction. This is sometimes even more difficult with foreign-born consumers. You need to explain that you must have certain financial information so that you can help them get the very best deal—not because you’ll be sitting in judgment of them, which is what many people fear. Here’s where you want a loan officer to do the work.

A loan officer will be perceived as having the authority to talk about money. The more computerized he or she is, the more impressive. Make sure that the loan agent is sensitive to the nuances of working with foreign-born consumers.

Role of negotiation

In this country, we don’t tend to negotiate except in buying cars and homes. People from other cultures may have negotiated all their lives. They tend to like negotiating and usually expect to negotiate. They may come in with very low offers. If you’re the selling agent, educate your sellers. Encourage them to counter.

I recently saw a salesperson at a seminar who had previously taken one of my courses. He wanted to tell me a success story. He said that he’s a heavy lister and in the past when he’s gotten very low offers on property, he hadn’t always encouraged his insulted sellers to counter. After hearing my seminar, he received a very low offer and after calming his sellers down, encouraged them to counter, coming down very little. The buyers came up a lot, and the property closed. The associate said it was a transaction that he would have thrown away in the past.

Positive outlook

The foreign-born market is extremely large and can be quite lucrative. You’ll find that consumers who are happy with your service will give you more referrals than you might see from a U.S. consumer. Approach this market with a positive attitude.

Human beings are much more similar than they are different. When you understand and value someone’s cultural differences, then you can get past them to concentrate on the similarities. If you show good faith, they will overlook your mistakes. I remember I was once doing business in China. I asked a Chinese associate to teach me how to say "excuse me" in Chinese just in case I offended anyone. He told me that because I was a foreigner doing business in China, I would automatically be excused. You, too, will find your foreign-born consumers very forgiving. After all, you’re helping them to achieve their American dream. If you do that patiently, with sensitivity and with their best interests in mind, the rest will take care of itself. n

Non-verbal communication

• Physical space. Each of us operates in a physical zone that is comfortable for us. This, of course, is different for each culture. United States culture places us somewhere in the middle. Latinos and Middle Easterners may want to get closer. Asians tend to want a little more space. When I’m working with foreign-born consumers, I generally remain stationary and let the other parties choose where they want to sit or stand in relation to me. I then avoid moving either closer or farther away.

• Physical contact. You may find that Latinos are sometimes likely to stand close to you and touch your arm as they speak. Asians are not likely to do this and will generally be quite uncomfortable if you touch them during conversation. You need to be sensitive to this and to adjust your behavior.

• Attire. Dress conservatively for business. Dress your best. You may find that some people from other cultures may not dress up while looking at properties. Don’t let that fool you. They are still more comfortable with you if you are professionally attired.

• Eye contact. In some cultures, Asian cultures in particular, averting your eyes is a sign of respect. You may find that those from the Middle East are just the opposite. They tend to believe that the eyes are the window to the soul. Again, be prepared to be flexible.

By Sheida Hodge, president of Professional Training Associates in Irvine, CA. Hodge has extensive experience conducting business across cultural lines and has produced a booklet, an audio tape and a video tape on cross cultural selling. This article, excerpted from her presentation at the convention of the Florida Association of REALTORS¨, was originally printed in the Florida REALTOR¨ magazine.

Illinois REALTOR January issue