JOHN ZIOMEK/Courier-Post Joanna Savvides (right), a Medford resident who is president of the World Trade Center of Greater Philadelphia, Fabio Yukio Yamada of Brazil (left) and Felipe Armstrong of Chile attend a seminar in Philadelphia Tuesday.

By CYNTHIA R. NELSON
Courier-Post Staff

As business becomes more global, awareness of cultural differences and proper etiquette can mean the difference between landing a contract with a foreign business or being left behind.

South Jersey businesses often rely on the experts at the World Trade Center of Greater Philadelphia, a nonprofit based in Camden that provides an array of services, from educating executives about specific political and economic issues, new trends, and duties and tariffs in other countries to helping find trading partners.

Jean Marie Marchetto, business development manager, said that the biggest mistake American businesspeople make is not doing their cultural homework.

"From a cultural perspective, many people fail to prepare for the cultural differences in another country," said Marchetto. Americans need to "be sensitive to the differences or that may impact their ability to have a long-term relationship" with an international organization.

"Doing business with other companies overseas isn't as cut and dry as other business," said Marchetto.

To help companies, the center, led by Joanna Savvides, offers a variety of resources to assist local companies wanting to begin or expand their operations overseas. It holds monthly events that feature networking and education - like the one held on Tuesday titled "Increasing Trade in Brazil and Chile," which featured representatives from the countries.

It's critical that people understand the many variables that could make or break an international business deal. For example, how do people greet each other? With a handshake or a bow? A good first impression can go a long way.

Did you know that in Japan, it is a sign of disrespect to accept a business card with only one hand? And never, ever put it in your pocket.

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Timing is an important factor, noted Marchetto. Do people act in a linear fashion, handling one thing at a time, or do many things at once? Colors and numbers can have deep social significance, as can eye contact and body language.

For example, a lack of direct eye contact here in the United States might give the impression of shiftiness or dishonesty. In some Asian cultures, it's a sign of respect.

Ensuring the right people are at the bargaining table will also affect one's success in certain countries, Marchetto noted. For instance, in China, she said, it is expected that one will meet with the highest-ranking executive to ink the deal.

Awareness of cultural nuances will help U.S. professionals avoid social gaffes that could set a meeting or negotiation off on the wrong foot. WORLD TRADE CENTER OF GREATER PHILADELPHIA