Relationship Building

Introduction

In a highly competitive business environment, it is more important than ever for us to understand the business culture of our target markets. Understanding business culture helps us understand, anticipate and respond to unexpected behaviour. It also enables us to behave in an acceptable way and avoid misunderstandings. As the Chinese saying goes, ru jing sui su – ‘When you enter a region, follow its customs’.

However, knowledge of business culture, especially in a country as vast as China, where sub-cultures and practices differ from place to place, and where every Chinese person is an individual shaped by different experiences, must be exercised with caution.  A little knowledge is dangerous. But do not worry if you find the complexities of Chinese business culture daunting. Just behaving modestly, patiently and politely, whilst not suspending one’s business judgement, is certain to provide a good foundation for successful business in China.

Getting started

In China, getting to know someone face-to-face is often regarded as the only way of finding out whether a person is trustworthy. In general, the Chinese set great store on building personal relationships before entering into a business partnership, often saying ‘let’s first become friends, then do business’.

You can expect your first, and possibly your second, visit to China to achieve nothing other than getting to know several possible candidates for business partnerships. This may seem a slow and costly way of getting started, but it is worth remembering that taking time to cultivate personal connections as the Chinese do is an excellent opportunity to get to know the people you will be working with. Introductions via a trusted intermediary can play a valuable role in opening doors, but there are no short cuts to relationship building.

You will undoubtedly encounter delays and frustrations when doing business in China. Keeping your temper (equated in Chinese terms with maintaining “face”), even when things go wrong, can pay disproportionate dividends. If you are not sure what to do in any given situation, it is best to err on the side of patience and politeness. Do not be afraid to ask a Chinese colleague for advice on how to handle matters.