Hallbergmoos with the Munich Airport Business Park is one of the most international communities in Germany with over 85 nations – especially in terms of population. The diversity of countries is not only evident between employees and residents, but also in day-to-day business with business partners. Whether a small misunderstanding in intercultural dealings turns into a big mistake depends on many factors. To prevent this from happening in the first place, the Destination Hallbergmoos blog is presenting a short series on the most important customs when dealing with foreign colleagues, neighbors and business partners. Today: the USA.
Burgers, Beyoncé, Super Bowl: Americanization runs through food, music and media – and therefore makes many people believe they know the United States through and through. But is their knowledge of etiquette up to date? The following pages shed light on important cultural backgrounds and business rules in the USA.
1. initiating contact: five minutes for a good business relationship
As much as time equals money in the USA – a five to ten minute small talk before doing business is a must. Generally speaking, Americans are a very deal-oriented people. But: Americans love to chat before meetings and when getting to know each other. With an obligatory “Nice to meet you” and typical topics such as sport and hobbies, you are always on the right track.
2. greeting and salutation: emphasizing achievements
American business people greet each other with a short, firm handshake and look each other in the eye. If you are greeted with “How do you do?” or “How are you?”, simply reply “Fine” or “Very well, thank you.” – and play the question back. After the introduction, American business people usually address each other by their first names. Please bear in mind that this is not a form of familiarity. Addressing each other by their first names is simply the norm.
3. communication and language: not everything is meant as it is said
Americans mainly communicate between the lines. While it is common practice in Germany to address mistakes directly, in the USA everything positive is emphasized first and then improvements are discussed. On the American (and English) stage, however, managers from Germany just as often flounder because they use the wrong words. Here are the most common “false friends”, so that you don’t demote your manager to chef or tell them in meetings that you are engaged.
| False friend | Assumed meaning | Actual meaning | Correct translation |
| chef | chef | chef | boss |
| engaged | engaged | engaged, occupied (telephone, WC) | committed |
| concern | Group | concern | corporate group |
| cell phone | cell phone | useful, usable | cellphone |
| personnel | personnel | personal | staff, personnel |
| eventually | eventually | eventually, finally | maybe |
4. business culture: flexibility in meetings
Communication in a negotiation between Americans can be compared to a game of tennis. The ball is always hit right back. Anyone talking to Americans should therefore avoid long breaks. In the USA, it is also important to be flexible. In negotiations, what seems important at the moment is dealt with and the agenda is not necessarily followed. Many approaches may be tried out before a solution is finally found. This attitude runs through the entire business culture and fundamentally distinguishes Americans from Germans.
5. table culture: exporting Europe
One of the main mistakes Germans are most likely to make in American (and German) restaurants: Taking a seat without being asked. In the USA, it is customary to wait at the entrance until a restaurant employee leads you to a table. You should eat as you normally would in the USA, with both hands, arms close to your body and elbows in the air. Americans find this table culture very aesthetically pleasing. If you have used a cloth napkin, it is not placed next to your plate, but on your chair when you leave the restaurant.
6th dress code: More is more
As everywhere else in the world, the simple rule is: more is more. Don’t experiment with an overly loose style of dress. Women in particular can easily get it wrong in the USA. A respectable trouser suit or suit in restrained colors is appropriate for business. Men dress appropriately for American employees and business partners with a smart business suit. This is a dark suit and tie.
Background information: USA Business Facts
Nominal gross domestic product 2017: USD 19,390 billion
The largest companies: Walmart, Berkshire Hathaway, Apple
Top 3 trading partners Export: Canada, Mexico, China
Top 3 trading partners Import: China, Mexico, Canada
Key industries: Banking, insurance and real estate
Image material © Unsplash, rawpixel
