When it comes to doing international business, getting your logistics right is a very important factor, but it’s not the only thing we’re good at in the world of freight forwarding. At Millennium Cargo, we’re also aware of the importance of cultural differences and making sure that you build relationships where both parties are respectful and attentive to each other. It’s these finer aspects of the art of global trade that make all the difference.

Read on to learn more about the importance of cultural awareness in international freight forwarding.

Good Relations Around the World

The world is more connected than ever before, and thanks to modern technology, it’s easy to have a meeting with someone on the other side of the world. Making international deals and shipping your cargo from one country to another becomes more efficient with each passing year. It’s definitely true to say that we live in an age of global economy.

But that doesn’t stop us from having different cultures. Being able to ship your goods to somewhere like Japan, the US, or Brazil, doesn’t necessarily mean you’re on the same wavelength – and that’s great, even if it can be fraught with tentative problems.

Thankfully, we’re here to help. As freight forwarders, it’s a little-discussed part of our job to be on top of cultural awareness to help you make sure you maintain good relations around the world – whether that’s with the companies you’re trading with, the shipping companies that get your goods there, or the customs teams that potentially stand in the way!

Understanding Cultural Nuances

What are some of the things to consider? How about:

• Style of communication – It can be strange to even think about communication styles, but it’s definitely a thing. Some cultures are direct and ‘straight talking’, others prefer a formal approach that’s steeped in tradition, and some prefer a casual and friendly interaction. Misunderstandings come from making little nuanced mistakes, but by taking care, you can build strong relationships.
• Etiquette – Do you consider how to greet your customers in different countries? What about the idea of gift-giving? Making a positive impression that’ll lead to a long-standing relationship relies on getting it right and avoiding offence from the first moments. 
• Timing – Punctuality and scheduling can make or break a deal. Take the Chinese – if you’re late to a meeting (or late with a delivery) with your Chinese partners, then it’ll have a huge impact, while people from Africa or South America and even those in the UK see nothing wrong with rushing onto a zoom call a little after the start time with a quick apology (or even not!). Plus, there’s the hazy issue of timezones – are you the one expected to adapt to their schedule, or should they be up in the middle of the night to facilitate you?
• Relationship longevity – Some cultures feel they’ll only deal with people they’ve spent time getting to trust and know, while others are more keen to make the best financial decision above all things. Which is which? That takes a little experience.

The Impact of Cultural Awareness on Freight Forwarding

When you get it right, the whole process becomes smoother. A freight forwarding team that understands the nuances of cultural awareness means:

• Effective communication – Whether it’s negotiating contracts or resolving issues, you want your FF team to be good at communication at every level.
• Stronger relationships – Get it right the first time, and there’ll be a second – and a third. Long-lasting collaboration is beneficial for everyone.
• Fewer mistakes – Let’s face it, mistakes happen, and they can be costly. Being culturally sensitive minimises this risk.
• Improving reputation – People talk. If you want your business to thrive in another country, then building a good reputation is key.
• Being prepared – FF is centred on logistics, and part of logistics is timing. By knowing the traditions and significant dates for your global partners, we can ensure that shipping is properly organised.
• Having the right documentation – Different countries have different customs (ways of doing things) and different customs (border goods checks and taxes). You will need a team who knows how to get the paperwork right to deal with both.
• Inoffensive packaging – Did you realise how markings on your packing can cause problems? Symbolism is important to many cultures worldwide, so having a knowledgeable team that will flag any potential problems before shipping is underway can save embarrassment and offences later.

Some Examples of Common Cultural Differences

It’s all very well talking theory, but what about reality? Here are some specific examples we’ve come across over the years:

• The straight-talking, direct US – It’s well known that in the US, business people appreciate direct communication. They want you to be clear, to get to the point, and screw formality! To Americans, this is seen as efficiency, not rudeness.
• The etiquette of Japanese business cards – Did you know that exchanging business cards in Japan is ritualistic? You should always present and receive meishi (business cards) with both hands, treating them with respect to show you value the other person.
• The punctuality of the Swiss – Being on time in Switzerland is a sign of respect, whether that’s for a meeting (online or otherwise) or getting your goods to them when you say you will.
• Brazilian relationships – Don’t jump straight into business talk when dealing with people from Brazil. Business meetings there start with small talk, taking time to build trust – they don’t want to negotiate with anyone they don’t know, at least a little.
• German planning – That the Germans appreciate structure is well-known, and rather than just a stereotype, it’s quite true. Meetings are often very formal, and you should be well-prepared. Vagueness = Unprofessionalism.
• The flexibility of India – If there’s anywhere you need patience, it’s India! Over there, time is more… fluid. So the meeting doesn’t start exactly on schedule, that’s OK! Show sensitivity by being relaxed about it all.
• Religious respect in Saudi Arabia – Prayer times are very important, so expect to pause or (even better) reschedule your meetings around these to show your cultural understanding.
• Formal greetings with the French – Shaking hands and using titles is part of French politeness. ‘Hey Jean-Claude, let’s talk business’ is not the way to be!

• The hierarchies of Nigeria – Business in Lagos means taking account of the order of things. Greet the senior members of their team first, and build your business relationships with the key decision-makers if you want to get anywhere.

Millennium Cargo: Your Culturally Aware Partner

If all that sounded a bit like a minefield, that’s because it can be. Thankfully, we know just where those mines are placed! Partner with Millennium Cargo as your freight forwarder and let our team’s extensive experience and deep cultural sensitivity work for you. Contact us today.

At Millennium Cargo, we understand the importance of cultural awareness in international freight