Chapter 4: Delivery Dynamics

Page Index

• Pay Attention to Protocol
• Adapt Your Spoken Message
• Make the Best of Body Language
• Are You Ready? A Checklist

A well-prepared presentation may fall flat because of what you say or do during your delivery. Both verbal and non-verbal elements are keys to success, including dress, body language, vocal characteristics, posture, eye contact and use of time. Subtle cultural differences may also lead to unexpected negative audience reactions. Perhaps it was an inappropriate comment or an offensive gesture. Most people never know what went wrong, only that business relations were damaged, often irreparably.

The 20/80 rule for presentations is spend 20% of your preparation time on content and 80% on delivery.

Different cultures have different rules of social conduct, ways of communicating, and norms of behavior. All of these represent opportunities for misinterpretation. Canadians need to be knowledgeable about, as well as sensitive to, these differences.

4.1 Pay Attention to Protocol

Protocol, formalities and etiquette differ according to country and circumstance. In cultures with a high degree of formality, formal speech and conduct is valued. Titles and academic degrees are highlighted. Prescribed “parameters” exist around dress, hospitality and seating arrangements. On the contrary, in cultures valuing a high degree of informality, people conduct themselves in a friendly and familiar manner. Personality and achievement are more important than titles. Spontaneity is exercised.

The degree to which you understand and adhere to local protocol may have as much impact on your credibility and success as what you say. Take a conservative approach when presenting in new or unfamiliar settings. You will be safest if you aim to be more formal than in Canada. You can always ease off when you feel more comfortable.

4.1.1 Consider Introductions

In many cultures the person who introduces you does much to establish your credibility – the more senior the person, the greater your status. Check with a local business expert or cultural interpreter about whether you should be introduced and by whom. It’s best to write out your introduction in full for someone else to read. Emphasize qualifications that are relevant in the local culture (see Chapter 2, Effective Openings).

4.1.2 Recognize VIP’s

In many countries it is customary to introduce VIP’s at the beginning of your speech or presentation. Know in advance who should be introduced and in what order. There is also extensive use of titles in some cultures, which shows recognition and respect for superiors.

Check with your hosts regarding proper pronunciation, titles, and order of introduction. Write names and titles clearly on a card. Spell names phonetically and practice saying them. In status conscious cultures, use your own company title to your best advantage and in a way that demonstrates your authority or influence in your organization.

4.1.3 Take Care with Attire

You have seven to 15 seconds to establish credibility and how you dress is one of the first factors to have an impact. It communicates something about your stature and your sensitivity to local norms. Presentation attire also includes hair, grooming and shoes. The international business community is becoming more Westernized in terms of dress. The standard uniform is a conservative suit and tie for men and a suit or dress for women. Dress for the occasion as well as the audience. Subdued colours are usually best for men. Women have more latitude in terms of colour and style. Women, however, must be careful to observe norms regarding the acceptability of pants versus skirts, skirt length, and bare arms and legs. If you’re in doubt, dress more conservatively. Men, for example, can always remove their jackets. Both men and women should avoid anything that is flashy or detracts from their spoken message such as large jewelry. Finally, if you are going to adapt the local norms of dress, get it right. This is not a decision to be taken lightly. Consult with a local key informant before deciding whether or not this is appropriate. International business people can diminish their image by trying to emulate local dress and doing it poorly.

4.1.4 Gender Considerations

Although women are becoming increasingly accepted as equals throughout the international business community, there are still countries where women may have to work harder to establish credibility. Employ more conservative dress and deportment, and ensure a highly respected businessperson introduces you.

4.1.5 Age Considerations

In some cultures age is a factor in determining status and authority. In Asian cultures, being older has a significant impact on your perceived status and authority.

Obviously you can’t control your age, but in countries where age has an influence, maintain a dignified bearing and way of speaking. Age is also a factor to consider when choosing the appropriate individual to make a presentation on behalf of your company.

4.2 Adapt Your Spoken Message

Culturally speaking, there are two distinct styles of communication: implicit and explicit. With implicit communication, much of the meaning is carried by the context. Who says it, how it is said, and in what setting are more important than the words. The ability of the audience to “read” the context is expected. Words only restate the obvious. Silence communicates a variety of meanings.

With explicit communication, the context is unnoticed and unimportant. Words carry the meaning and are used to ensure understanding and clarification. Silence is seen as a lack of engagement or comprehension.

Generally speaking, Western and European cultures tend toward explicit communication, while Eastern and Asian cultures gravitate to implicit. However you must be aware that there are always exceptions to these generalizations.

Make sure you research the communication style of your audience and adapt accordingly.

Here are other suggestions:

4.2.1 Learn the Language

Speaking in the customer’s language is the gold standard for international business. There is no better window to understanding another culture than to learn the language. However, this may be difficult if presenting in a number of different countries. When speaking a second language, aim for a connection rather than perfection. Write out what you are going to say in detail then practice, practice, practice. The more comfortable you are with the words and language, the more natural you will sound. For your actual presentation, prepare speaker notes using key words and prompts. Submerge yourself in the local language prior to your presentation by watching T.V., listening to the radio, practicing with those who are fluent in your newly acquired language, and reading local newspapers.

If you can’t give your presentation in the language spoken by your market audience, at least begin with a few opening words. Be certain that what you have learned is appropriate for the setting and you haven’t simply picked up a colloquialism or, even worse, “street slang”. This sends a powerful message that you are willing to learn about the people, language and culture of the country hosting you. Ask someone fluent in your newly acquired language to help with pronunciation and don’t worry if you stumble. In most cases your local audience will appreciate the effort.

4.2.2 Internationalize Your Language

Just because your foreign counterparts may speak English or French as their second language, doesn’t mean you don’t have to adapt your presentation. Instead, work to ensure your presentation will be understood as clearly as possible by second language speakers.

Here are some tips:

• Do not use jargon, acronyms, slang, colloquialisms, and sport or culture bound analogies (i.e., rule of thumb, ballpark estimate). These will be meaningless to a foreign audience.
• Use standard and consistent terminology familiar to your audience.
• Explain key terms the first time you use them.
• Slow down. Pause after each main point.
• Meet with an interpreter or key informant to review key words and expressions. Ask what language will make the presentation more effective.
• Use the active voice, not passive language. For example, say, “We reviewed our options” instead of, “The options have been reviewed.”
• Use words that have few alternate meanings. For example, choose “accurate” instead of “right”.
• Use action-specific verbs instead of general ones. For example, say, “We hope to win the contract” instead of, “We hope to get the contract.”
• Avoid words such as do, make, have, be, and go.
• Simplify your language by using shorter words and sentences. If you have to take a breath, your sentence is too long to be easily understood.
• Omit words or phrases that do not add meaning (i.e., for all intents and purposes).
• Try to refrain from using the word “not”. Rearrange your sentences to omit the word.
• Simplify your visuals and don’t overload them with text.

4.2.3 Adapt Your Style and Pace

Speaking styles vary widely from country to country and from individual to individual.

Familiar language builds trust and rapport so it is critical to adapt to the local style of speaking. Study the tone and cadence of the local language and you may consider increasing your animation and variation in tone or, on the contrary, you may consider muting it. It is also essential to adapt your pace of speech. More than 80 percent of speakers begin too quickly. Slow down 10 percent at the beginning of your presentation. This will give your audience a chance to become accustomed to your voice and manner of speaking. Continue at a deliberately slower pace throughout your presentation to increase audience retention and understanding.

Here are some additional tips for adapting your speaking style:

• Include only one thought or action per sentence.
• Hear yourself say the last word of each sentence before starting a new one.
• Use frequent pauses to add emphasis and to let your audience assimilate what you say, and don’t be afraid of silences.
• Articulate clearly by pronouncing final consonants (i.e., going not goin’).
• Exaggerate slightly if you need to.
• Use proper pronunciation: get words, names and places right.
• Link your words closely to your visual aids and use a pointer if necessary to help the audience track what you are saying.
• Rephrase to increase understanding (i.e.,Efficiency improved by 50 percent, that’s five zero percent.).
• Avoid saying “um”, “ah”, and “you know”. These are very distracting.
• Repeat important sentences.

Remember to raise your volume and tone to expand voice projection, not increase comprehension!

4.2.4 Use Interpreters Carefully

It is important to know the degree to which English or French is accepted or understood in your host country. In multi-lingual countries such as Switzerland, for example, don’t assume you can use French because it is one of the official languages. You run the risk of offending a certain group if you use the wrong language or assume your audience is conversant in your language when they are not. Know what the language preference and proficiency is in your host country and arrange for an interpreter if necessary. For example, speaking Spanish or having an interpreter is highly advisable throughout much of South America.

When utilizing an interpreter, it is also important to be aware of how their role is perceived in the local culture. Canadians, along with Americans, Germans, British, Scandinavians, and Dutch, view an interpreter’s role as providing an accurate, unbiased account of what you say to your audience. This is different in other cultures.

If an interpreter is required then you should also consider translating your visuals and handouts. This may mean changing graphic layout as well as words. In the Middle East, for example, English-language graph axes and flowcharts don’t directly transform into Arabic, which moves from right to left. Be sure to check out credentials thoroughly and to engage someone who is culturally as well as linguistically fluent.

Tips for Working with Interpreters: ¹²

• Provide your interpreter with the text of your presentation or speaker notes in advance.
• Create a vocabulary list of all acronyms and technical terms.
• Provide the interpreter with background information such as a magazine article about your company or subject matter.
• Allow time to meet your interpreter (even if it means visiting the translation booth).
• Go over your presentation in advance or at least introduce yourself prior to your presentation and ask if there are any questions.
• When speaking, break up material into clear sections so that one idea or thought can be translated at a time.
• Since word-for-word speech is more difficult to translate, speak from your notes.
• Use frequent pauses to give the interpreter time to catch up.
• Plan your words carefully to avoid ambiguities and jargon that does not translate well.
• Address the audience not the interpreter.
• If appropriate, acknowledge your interpreter (check with your host regarding local protocol).
• When fielding questions from the audience repeat what has been asked so the interpreter can hear.
• Consider having a capable individual in the audience monitor your interpreter’s translation and provide feedback.

4.2.5 Use Humour Carefully

Poet Robert Frost referred to humour as the thing that usually gets lost in the translation.

Humour is culture-specific so don’t assume that what is funny in Canada will be funny in other countries. In Canada, the U.S. and Britain, effective speeches and presentations often open cleverly with a joke, cartoon, or humorous anecdote. This can be risky in other countries.

The safest approach to using humour in cross-cultural settings is to not use it. Avoid jokes, humorous references and sarcasm unless you are well acquainted with your audience. If you wish to use humour in your presentation, test your material in advance with someone who understands the nuances of local culture and who can give you honest feedback.

4.3 Make the Best of Body Language

In many cultures your body language communicates more than what you say. Individuals in every culture derive significant meaning from gestures, facial expressions, posture and physical contact, as well as spoken words. Canadian presenters encounter problems in other countries because behavior that means one thing to them has a different meaning in another culture. Canadian presenters who want to succeed internationally need to be aware of these differences. Consider implicit and explicit cultural communication styles referenced earlier. With individuals or cultures that exercise an implicit communication style, non-verbal communication or signals replace words. In the case of individuals or cultures exhibiting an explicit communication style, non-verbal signals supplement words.

Here are some tips for effectively exercising non-verbal communication:

• Know the local communication style and adapt accordingly.
• Actively watch for non-verbal cues. Observation is your best learning skill.
• Don’t judge non-verbal behavior by Canadian standards.
• Mirror—don’t mimic—non-verbal behaviors to increase rapport.

4.3.1 Gestures

Most Canadians use their hands when speaking to punctuate the flow of conversation, to refer to objects or people and to illustrate ideas. However, certain hand gestures can cause serious offence if you use them inadvertently or assume they mean the same thing in another country.

At least 75% of all communication is non-verbal¹³

Here are some examples: ¹⁴

• Crossing your fingers in Turkey may signal the end of a relationship.
• Pursing your fingers and thumb together to emphasize a point may be interpreted as a sign of fear or cowardice in Belgium.
• Making the “O.K.” sign by forming a ring with your thumb and forefinger is obscene in Brazil and a threat in Tunisia. It may mean “zero” or “worthless” in France, “orifice” in Malta, and “money” in Japan.
• Stroking your cheeks with the thumb and forefinger of one hand may mean “thin and ill” in Holland.
• Giving the thumb up sign may mean a sexual insult in Northern Greece.
• Know which hand gestures are acceptable in the local culture and be cautious about using your hands to communicate specific messages, or to point, or beckon.

4.3.2 Body Language and Emotion

How you stand and move your body may set the tone for how you are perceived by your audience. In some countries and with some individuals, standing with your hands on your hips may be interpreted as condescending or aggressive. The accepted degree of gesticulation and emotion also varies widely across cultures. Latin and Middle Eastern cultures may be more demonstrative when they speak; Asian cultures may be more muted. Observe your local counterparts and try to adopt a similar body language and level of emotion.

4.3.3 Eye Contact

In Canada, we expect others to maintain eye contact as a show of interest. This may not be so in other cultures. Japanese, for example, may close their eyes when listening as a sign of attention or respect. In some African and Latin American cultures prolonged eye contact from an individual of lower status might be interpreted as disrespectful.

If in an intimate setting, beware of what is appropriate and don’t be put off by, or suspicious of, those who do not maintain direct eye contact. In some cultures, perhaps a widening of the eyes may be a sign of politely suppressed anger rather than surprise. When presenting to a large audience it is best to sweep the room with your eyes, focusing briefly (one to three seconds) on individuals. In cultures where eye contact is indirect, you may want to focus your gaze on the bridge of the nose or the chin.

4.3.4 Personal Space

Consider personal space as an invisible bubble of territory. The size of this space expands or contracts depending on level of intimacy, situation, and cultural background. When a foreigner appears aggressive and pushy, or remote and cold, it may mean only that her or his personal space is different from yours. Canadians, for example, feel comfortable with a distance of about two feet between them and their business counterparts. Northern Europeans maintain a greater distance, while Latin American or Mediterranean people tend to converse and interact at much closer range and with more physical contact.

To avoid offence, be cautious about moving into the space of others or reacting defensively to those who you feel may be too close to you.

4.3.5 Be Yourself

Being aware of culture is a great start to successful communication. Acknowledging cultural variance without judgment is a learned skill that comes with time and experience. Adapt your style but don’t stop being yourself. If you speak naturally and with sincerity, your message is likely to be well received.

4.4 Are You Ready? A Checklist

• Understand the appropriate local protocol and degree of formality.
• Write appropriate “suggested” introductory remarks and provide to the person who will be introducing you.
• Know whether VIP’s should be introduced and learn proper names, titles and pronunciation.
• Prepare to begin your delivery in the local language.
• Explain technical terms and acronyms and clarify definitions for the audience.
• Prepare a list of technical terms and acronyms for your interpreter.
• Meet your interpreter beforehand to answer questions and review your presentation.
• Understand whether the local communication style is more explicit or more implicit and adapt your approach accordingly.
• Internationalize your language.
• Understand acceptable use of eye contact, hand gestures and personal space.

12. For tips on working with translators see the Website MarcoPolo: The Cross Cultural Marketing Edge, www.strategis.ic.gc.ca/marcopolo.
13. Trompenaars, Fons, and Hampden Turner, Charles, Riding the Waves of Culture: Understanding Diversity in Global, Business, McGraw Hill, New York, NY, 1998.
14. Morris, Desmond, Gestures, their origins and distribution, Stein and Day, NY, 1979.