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Going Global |
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Promotional gifts can open doors, even across borders. But it’s important to provide international clients with the right product, lest you commit a cultural faux pas. Here’s our guide to gifting in 15 different areas across the globe.
Headed to Australia for a business powwow? Leave the logoed teddy bears at home. Australians, it turns out, are way too rugged (or at least they pretend to be) to enjoy stuffed animals, says Jeanette Martin, coauthor of Global Business Etiquette – A Guide to International Communication and Customs. We tapped Martin, her coauthor, Dr. Lillian Chaney, and two other tops experts – Dean Foster, author of global etiquette guides and Terri Morrison, co-author of Kiss, Bow or Shake Hands, to get their take on when, what and how to offer promotional gifts to clients in 15 different countries.
Take notes: Their know-how can help you close your next deal – and keep you from making a cultural faux pas.
Australia
When, what and how – “Aussies love the outdoors,” says Martin, “and they appreciate sporty things that are compact and well made, such as name brand sports bags or electronic devices.” She also notes that it’s okay to offer a promotional gift at a first meeting.
No-no’s – “Avoid anything snuggly or cutesy unless you want to be labeled as a wimp,” warns Morrison. (In other words, leave the stuffed animals at home.) She also advises against trying to bring wine or foodstuffs from the USA, as they’re likely to be confiscated by customs.
Brazil
When, what and how – “Candy, wine, scotch or chocolates work well in Brazil,” Chaney says, “but if you want to really go over big, wait until you’re invited to a Brazilian family’s home and bring along something for the children.”
No-no’s – “Purple means death in Brazil,” cautions Chaney, “so steer clear of gifts that feature that color.”
Canada
When, what and how – Morrison says that Canada’s multicultural English, French and Asian population is big on entertainment. “Tickets to events and gifts of liquor, chocolates, gourmet foods or fine coffees will be appreciated,” she says, “and they can be offered as soon as you establish a cordial relationship.”
No-no’s – “Stay away from inexpensive trinkets or tschotchkes,” cautions Morrison. “This is a sophisticated crowd.”
China
When, what and how – “The Chinese appreciate regional food or clothing that reflects where you came from,” advises Foster. His suggestions include bottles of Vermont maple syrup or Notre Dame football jackets. “Present the promotional gift as soon as you’re introduced, and offer it with both hands to indicate your sincerity,” he says.
No-no’s – “Stay away from clocks,” warns Foster, “because the word for clock in Mandarin is the same as the word for death.”
England
When, what and how – Martin counsels that England is not normally a gift-giving country. “An exception is if you’re invited to someone’s home, when you want to make sure to choose something elegant,” she says.
No-no’s – “Wait until the end of your visit to present your gift,” Martin says, “or you might be seen as being too aggressive.”
France
When, what and how – In France, Martin advises waiting until you’ve established a business relationship before gift giving. “Then offer something classy and personalized,” she says, “such as coffee table books showcasing a U.S. region or culture.”
No-no’s – “Wine is out,” says Chaney, because, “every Frenchman has his or her own preferred vintage and you’ll be treading on someone’s favorite by introducing your own.”
Germany
When, what and how – Germany is a country where one doesn’t give or accept a lot of promotional gifts, Martin says, but “small presents of chocolates, unique foodstuffs or imported liquor will be considered appropriate once you’ve gotten past the introductory stage.”
No-no’s – Only give items of nominal value to clients, Martin says, because “Expensive gifts could be misconstrued as an attempt to bribe.”
India
When, what and how – “Indians love gadgets,” says Morrison. “Just make sure that if there are transformers, they’ll work on local voltages.” Another way to wow an Indian client or prospect: Give them an illustrated book of your home city. Such items can be presented during your first meeting.
No-no’s – “Don’t use black or white wrappings for your gift,” cautions Morrison. “In India, these colors offer connotations of death and mourning.”
Italy
When, what and how – Morrison says Italians are intensely personal when it comes to business gift giving. “You want to be prepared, but wait until you sense the time is right,” she says. She advocates handicrafts or big-name brands as well as music players and recording devices.
No-no’s – “Pointed objects such as knives and scissors are to be avoided,” says Morrison, “as they’re considered bad luck.”
Israel
When, what and how – Morrison counsels that Israelis aren’t used to receiving gifts in work settings; however, “If you go to their home, it’s okay.” Small, tasteful gifts shine here, but “If you give food, make sure it’s Kosher.”
No-no’s – Morrison counsels that there are gift-giving problems and pitfalls due to Israel’s cultural intermix (Israeli, Arab, Jew, Orthodox, Christian, Muslim etc.). “To avoid stepping into a minefield of religious or cultural prohibitions, pick something neutral,” she says, “or ask the administrative assistant to suggest an appropriate gift for his or her boss.”
Japan
When, what and how – “It’s okay to bring a promotional gift to present at your first meeting with a Japanese client,” advises Foster, “and if you make the right impression you can expect a return gift upon your departure.” He also notes that the Japanese are especially appreciative of high-quality U.S.-made items you can’t buy in Japan.
No-no’s – “Never, ever offer anything affixed with a ‘Made In Japan’ label,” warns Foster, for obvious reasons.
Mexico
When, what and how – “Mexicans will want to know who they’re dealing with before you present them with a gift,” advises Martin, “so take some time to establish the relationship.” She further advises that when you’ve gotten to that point, a quality gift is appropriate almost anytime.
No-no’s – Martin warns against cheap-looking items. “Choose quality, name-brand products,” she says.
Norway
When, what and how – “Scandinavians like to form relationships before gift giving,” Morrison says, “so wait until a second or third meeting to present your gift.” When you’ve established a relationship, offer wine or liquor from your home region.
No-no’s – “Stay away from ostentatious gifts due to strong anti-corruption legislation,” warns Morrison.
Saudi Arabia
When, what and how – “The Saudis are big on hospitality, so when it’s time for a social visit, be prepared with a nice gift,” advises Morrison. She says that important clients expect high-end presents, so stick with high-quality, well-known brands.”
No-no’s – “Avoid gold watches or jewelry for men (silver or platinum is OK),” Morrison says. She also warns that “men are not allowed to give gifts to Saudi women. Only a woman can give a gift to a woman.”
Spain
When, what and how – “You’ll please your Spanish clients with things like pens and desk accessories along with anything to do with Hollywood or films,” says Chaney. Present such gifts at the end of your visit, and stay around while the client unwraps it. “They’ll want to open it in front of you,” she says.
No-no’s – “Thirteen of anything is considered really bad luck in this country,” warns Chaney, “and yellow roses indicate infidelity.”
Reprinted with permission of Successful Promotions, copyright 2007
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