After seeing an advertisement in a trade journal, you send a brief yet comprehensive inquiry for the sale of goods to a foreign trader. It is a mere five pages in length. Two clays later, and you still have not received a reply. You had thought that the trader would have jumped at the opportunity to transact business with you, but since there is no response you move ahead and forget the trader. Six months later, the trader sends a short note asking whether you are still interested in the transaction. You immediately send a notice confirming your acceptance of the deal, the foreign trader backs off, and you are ready to sue for breach of contract. You have now made so many errors in business etiquette that you'll be lucky to succeed at all.
If you intend to establish contracts in foreign countries, you must proceed with an understanding of the cultural norms and business practices of those countries. Arrogance will not gain clients. Whether you seek trading partners in Asia, Europe, Africa, Latin America, North America, or the Pacific Rim you must learn that the key to forming long-lasting relationships-and maybe any relationships at all-is in respecting the other party. Courtesy in the initial contact, development of business relationships over a period of time, and enjoyment of the bargaining process are concepts often alien in a fast-paced world. But in many locales, these are the concepts that you must come to understand if you intend to succeed in business there. In some countries, detailed contracts are essential, while in others less so. If you do your homework before you make your initial contact, you will make fewer faux pas.
THE CONTRACT
Before you send a written inquiry or contract, learn about the trader who is the intended recipient. Research the general business customs for that country and determine whether contracts are the foundation of relationships or relationships the basis of contracts. If you are uncertain about whether to send a full-fledged contract, send a short inquiry note that explains the background of your own firm and requests some information about the other trader. This is a courteous introduction and invites a response.
In many countries, written contracts are insignificant relative to personal relationships. Thus, the transmission of a detailed inquiry or contract may be disregarded because you have neglected to establish the relationship first. What counts is your personal commitment to your business associates. You, your son, and your son's son could operate in accordance with custom for generations. By your relationship, you create your contractual obligations.