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"We really appreciate the chance to talk to you folks from Japan. We have some new ideas we want to bounce off you that we think will really blow your minds. C-Cubed 1 has had great success in CONUS, especially on DoD spook programs such as HTSM and FRGM."

Given today's high degree of business and governmental linkages, presenters often find themselves speaking to audiences from countries other than their own. Language and cultural differences make this a vastly different presentation situation from what speakers may be used to. The stakes can be high and the pitfalls many, so wise presenters will consider these differences in preparation and delivery.

When presenting internationally, the fundamental requirement is to recognize that business as usual is dangerous business. "They" are not the same as "we." We speak different languages, even if we both speak English. What would you have thought a British speaker meant when he said someone's marketing "scheme" was good and that he was "quite pleased" with reaction to the aggressive program goals he had announced? Did you assume he was defining "scheme" as "a crafty program of action" and that he was very happy with audience reaction to his program? Actually, in England, "scheme" is synonymous with "project" (no undertone of slyness or secrecy) and, unlike in America, "quite pleased" means he was less happy, not happier, than if he had been simply "pleased."

In addition to alternative meanings for the same words, we also act differently and view things from different perspectives. These issues set the stage for communication difficulties and potential misunderstandings.

The concept of presentations differs among cultures. In the United States, full-blown graphic presentations are a standard part of business. We value the efficiency, conciseness, and potential rapid response that come with presentations. U.S.-style presentations may not apply in countries where business proceeds in a less structured, slower manner and often on a one-to-one basis rather than in groups. Without knowing your audience, you can easily head down the wrong track.

And it's not just Americans who have difficulty understanding international no-nos. Recall that cross-border brouhaha in the summer of 2003, kicked off by a derogatory comment in a speech at the European Parliament by the Italian Prime Minister, who compared a German lawmaker to a Nazi prison guard. The comment was, to state mildly, not well received. This was followed by the Italian Minister of Tourism's description of German tourists (Italy's largest market) as "beer-swilling, chauvinistic boors." He resigned shortly thereafter.

And what about when Toronto was competing to be host city for the 2008 Olympic games? The mayor and his team were scheduled to present in Kenya to the Association of National Olympic Committees of Africa. According to a Newsweek article, before he left, the mayor complained, "What the hell would I want to go to a place like Mombasa for? I just see myself in a pot of boiling water with all these natives dancing around me." He apologized later, but you can imagine the impression his audience held of him prior to his arrival.

With that litany of caution flags, let's charge ahead to what does help garner international laurels for speakers.

Plan, Plan, Plan
The importance of careful planning cannot be overemphasized. Learn all you can about your listeners and how they do business. Use experts, such as the U.S. Department of Commerce and embassies, that know the specific country well. Tap into advice from other local businesspeople with relevant experience. Review the dos and don'ts guidance available in many publications.

Clarify the meeting purpose, desires of both parties, and agenda for both the meeting and off-hours. Identify names (and phonetic pronunciations), titles, and backgrounds of key participants.

Understand details of shipping, travel, facilities, meeting setup, and equipment. If you lack experience with the country or don't have an established, reliable base there, call the experts early. Organizations specializing in international meetings or meeting managers of international hotel chains can provide valuable consulting and handle arrangements in other countries.

Plan your schedule to allow more time onsite, both to gain some cultural familiarity and to check that meeting arrangements are accounted for. The frequent mode of taking the "red-eye" flight (What? You don't know what that is? Where are you from?), arriving at 7 a.m., and dashing to a 9 a.m. meeting is especially risky in another country.

Select any co-presenters carefully. A hard-charging, back-slapping salesperson may not go over well with some audiences. A person with a few too many rough edges may create a poor impression with sophisticated listeners. A person who mumbles will not be easily understood.

Prepare your fellow speakers. If they lack exposure to this audience and culture, help them out. Make sure they know key people and agencies and how to pronounce them.

Develop Appropriate Material
You and your audience need to have presentation content that is understandable, accurate, and received positively. It is far too easy to spot material that lacks these qualities. Blatant mistakes are the source of humor and frustration when observing signs in another country or trying to follow those easy-to-assemble instructions from a manual.

Aim toward greater organizational simplicity than you might with standard domestic presentations, with plenty of direction signs and reiterations. Provide moving agenda charts to introduce each section and add the names of all speakers spelled out in full. Summarize frequently.

Be aware of information overload. In coaching a presenter heading for Japan, I immediately concluded that he was trying to cover too much, so we significantly reduced the amount of material. Reporting back later, he said he quickly realized he still had too much information.

Eliminate references that mean little to non-Americans, such as "game plans," "high rolling," "on the 11 o'clock news," "grabbing for the gold ring," "hit the dirt," "heave-ho," "shopping cart," "the lowdown," "rolling in the aisles," and "Lone Star beer" (unless you're selling Lone Star beer).

Design visual aids with an eye toward simplicity, photographs, and relationship diagrams rather than busy word charts. Make them readable. As a general guideline, use a minimum 24-point, sans-serif font size and then test visuals with people moving around a room at various distances and angles). Keep acronyms to a minimum and spell out at first those that you do use several times. Use explanatory titles to increase comprehension. Consider making paper copies of visuals for attendees, both for scribbling notes during the meeting and for sharing with their colleagues later.

Premeeting Tune-Ups
Many potential problems can be headed off by testing and sharpening your product, speakers, and procedures. This is, of course, sound advice for all presentations and, when not followed, has led to undesirable results. (Murphy's Law respects no borders.)

Simulate the meeting setup that will be used. For one conference, the meeting room ceilings were lower than the organization's standard facilities. With six-deep seating, that meant people in the last several rows had difficulty seeing the bottom third of the screen. Major graphics changes were needed.

Rehearse your presentation including all of your co-presenters, preferably with listeners who are knowledgeable about the target country and culture. Coach speakers to correct deficiencies. Adjust your speaking pace so participants can readily follow you.

As needed, rework your spoken message so it flows better. Simplify convoluted phrases that even fellow English speakers can barely follow. In coaching an executive for whom English was a second language, we identified several phrases he kept stumbling over. We replaced these with words he could more easily pronounce.

Check other meeting contributors as well. At one multimeeting conference, the formal presentations were followed by panel discussions with audience participation. The presentations went fine; the panels flopped badly due to poor microphone setup, visibility, and audience-engagement techniques.

Allow time to meet with interpreters, if they will be used. Especially review any technical terminology to help them stay with you.

Learn a few words of the language. According to cross-cultural expert Sondra Thiederman, Ph.D., nothing else will win trust more. "And don't worry about doing it right — do the best you can," she notes. "You show a certain leveling and vulnerability by trying to pronounce a few local words and sort of floundering, as long as you're not arrogant about it. You might also learn 'That's all I know' in case they come rushing up and start to talk to you."

If hosting international visitors, check your meeting hospitality plans. Donuts and coffee in Styrofoam cups may be standard fare (sad to say) for typical U.S. meetings but might easily be perceived as laughable and insulting by outsiders.

Orient your speakers to likely meeting activities, such as possible exchanges of business cards or introductions that are more formal than they might be used to. And don't forget to specify wardrobe. (On a trip to the United Kingdom, I ripped my conservative business suit and had to send it for repair. For the meeting with about 50 attendees, all ultra-conservatively dressed by my standards, I stood out with my happy-hour plaid sports jacket. I have no doubt some were muttering about the rough-hewn colonials.)

On the Scene
When in Rome... know what to expect. Your cultural training should have prepared you for your Saudi conference room, with many people possibly reclining around the room, or how to get going in a meeting with international visitors, whether in Munich, Buenos Aires, Osaka, or even Omaha. Here are other tips.

• Watch your language. Avoid slang, colloquialisms, clichés, metaphors, and other expressions that mean nothing to the listeners. Limit acronyms and jargon, and then explain those you do use, checking for mutual understanding.
  
  
• Tie your words closely to the visual aids. Lead your listeners through the aids, using a pointer to help them track you.
  
  
• Explain key concepts or data in several ways and allow ample soak-in time.
  
  
• Listen intently to questions and comments. As appropriate, paraphrase them back before responding to make sure that the question is understood correctly. Be patient if it takes a while to comprehend your message. Be aware that your audience's nonverbal messages may mean different things from what you think. Facial expression, eye contact, hand movements, touching, use of space, and timing are all ripe areas for misinterpretation and irritation. Be slow to make assumptions on the basis of nonverbal messages. Keep checking and be patient — they can't figure you out either.
  
  
• Be cautious about pushing hard for commitment or action, or doing "heavy chest thumping." These great U.S. standbys often backfire overseas.
  
  
• Recognize that the audience may be observing much more than the presentation. Acting like a clod during the coffee break or lunch may destroy your finely delivered presentation.
  
  
• Join your hosts in other events, such as a group dinner, and recognize this as a delightful opportunity to sample local lifestyle and camaraderie. One of my favorite memories of a visit to a Hong Kong Toastmasters Club was joining many of them for dinner afterward.

Finally, heed the lesson provided by William Shakespeare in Julius Caesar, with the Roman leader Casca's observation following a meeting: "But those that understood him smiled at one another and shook their heads, but for mine own part, it was Greek to me."

Author Link: Tom Leech is author of How To Prepare, Stage & Deliver Winning Presentations, 3rd Edition (AMACOM, 2004) and Say It Like Shakespeare: The Bard's Timeless Tips for Successful Communication (McGraw-Hill, 2003). He helps executives and organizations enhance presentation success via direct speaker coaching, training seminars, and conference programs. Leech can be reached through his Web site, www.winning-presentations.com.

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