Culture is the values and beliefs that exist within a group of people.  Part of what makes knowing a culture difficult for me is that some characteristics of a culture are easily observable, while others are difficult to detect.  What I typically see when looking at other cultures are physical things such as race, language or customs.  What I might not perceive as clearly are more subtle things, such as expressions, body language and attentiveness, which are less physically apparent.  These “psychological” displays might be rooted in things such as historical events, the importance of a particular issue, definitions of success and failure, comfort with particular subjects, and countless other items.

Gaining a better understanding of the “psychological” manifestations of a culture can lead to a better appreciation of a culture and deeper business relationships with contacts.  This deeper understanding lets you know people better and in a more sincere fashion.  It also opens up the possibility for identifying more common ground.  As you might suspect, these are the kinds of things that lead to stronger relationships!

Consider the following items when you look to develop diverse relationships.  Incorporating some or all of them can greatly enhance your ability to relate to others who have a different background and cultural heritage from your own.

Item 1 - Know the Objective

Clear objectives need to be known when you look to establish diverse relationships.  You may already have a relationship with someone or you may be involved with new business contacts.  Plenty of thought should go into where you would like the relationship to go, regardless of the circumstances that bring you and the other person(s) together.

For example, banks have requirements to meet under the Community Reinvestment Act (CRA).  The requirements serve a catalyst that encourages banks to diversify their business activities.  People who work at these institutions need to market their products and services to less-traditional markets.  As a result of expanding into new markets, bank employees often end up working with clients, prospective clients, vendors, and suppliers from cultures that are very different from their own, and cultures that they have limited experience with.

A recent article in the Chicago Tribune noted that even though more bank offices have opened in Chicago’s Latino communities, these offices still struggle to meet some key needs of those in the community.  In the article, Maria Prado of Prado & Renteria CPAs noted that not having banking relationships is “the biggest problem we have in the Hispanic business community.”  The article goes on to point out the scarcity of business loans made by these same institutions, attributing some of this deficiency to “language and cultural barriers.”

Business objectives must not only satisfy internal goals, such as CRA requirements (in the case of banks), but they must also meet the needs of clients and other business partners.  Often business people neglect to share their goals with the parties they are soliciting, and consequently miss the opportunity to sort out cultural barriers or opportunities that might exist.

Recap:  Establish objectives that meet your business needs and are culturally sensitive.

Item 2 - Reach Out

One important way to establish relationships with diverse people is to expand your activities beyond your normal boundaries.

When I was assisting Northern Trust Bank with its effort to open up an office in the largely Hispanic neighborhood of Logan Square in Chicago, I remember attending several events that gave me a better understanding of the local culture.  While I frequently attend the African Festival of the Arts, the Bud Billiken Parade, and the African/Caribbean Festival in Chicago, all of these events are held in African American areas of the South Side of Chicago.  I had never attended events that focused on Hispanics and the Latino experience.

I began attending Hispanic events to learn more about the people that I would be providing financial services to.  Logan Square is a unique Chicago neighborhood, rich in diversity.  The community is home to Chicago’s largest Puerto Rican population, and a sizeable number of people with Mexican, African, and Eastern European ancestry.

You might ask what I learned from attending events in Logan Square.  First, I had a great time.  I found that I was able to be comfortable around people who had different cultural backgrounds from my own.  Second, I had the opportunity to speak with people and learn more about their cultures.  I discovered similarities in our cultures and found that people are people despite the differences.  Some you have an immediate connection with and others take a bit more work. Finally, and most important, I had the opportunity to connect with some truly wonderful individuals.  When you make a connection with an individual, it forms the foundation for a relationship.  I learned that the people of Logan Square had many of the same challenges, goals, and aspirations in life that I have.  I could see their fundamental needs and concerns were no different from my own.

Just last week I had lunch in a wonderful Mexican restaurant and I was reminded again of the differences in our cultures, as illustrated by simply sharing a meal.  When I asked for bread to go with my entrée’, my server gave me a strange look.  Fortunately, my luncheon guest suggested that I might want some plain tortillas to accompany the meal (and satisfy my bread craving!).  While this was a small thing, I will be sure to think about it the next time I visit a Mexican restaurant or attend a Mexican meal function.

Item 3 – Develop Referrals

Having someone to introduce you to a culture and a community of people is perhaps the best way to become acquainted with diverse cultures and people. 

Recently, a friend of mine from a different culture made a great observation about becoming acclimated to diverse people.  She noted that it helps if someone can “bring you into the circle.”  This kind of referral can provide information and introductions that might not otherwise occur.  The introduction can help validate you and allow you to integrate more quickly into the community.

Referrals and introductions by people known to those in diverse communities provide you with a tremendous amount of credibility.  People use personal capital when they “bring you into a circle” and this is something that should not be taken lightly.  It is important to remember that no relationship is a one-way street.  You need to reciprocate by providing others with introductions to your community.

A couple of weeks ago, a business contact that owns a firm specializing in translations and interpretations of over 200 languages recounted the time she received a request for translation work in Swahili.  Her network did not include individuals who were capable of this type of translation.  She reached out to an acquaintance that was from a country in Africa , but not a place where Swahili was spoken.  This individual did agree, however, to arrange for a luncheon with a friend that could be of assistance.  Thanks to this introduction, she was able to meet a person who enabled her to complete the assignment.  Obviously, my contact had been “brought into the circle!” 

Recap:  Work with referral sources for potential introductions and obtain key information about the community.

Item 4 - Understand and Meet Needs

You may know your objective, be willing to reach out to others, and have someone that can provide entrees to the community, but if you do not understand and seek to help meet the needs of individuals or organizations with the diverse community, you will not develop strong, balanced relationships.

During the past two weeks, I had the opportunity to attend several community events supported by corporate and public sponsors.  While at these events, I asked several sponsor representatives what they did to learn about the needs of people from diverse communities.  Here is what they said:

• Hire people from the diverse communities to work for your organization.

• Provide business to local firms for services and supplies.

• Ask clients and prospects what is important to them through one-on-one conversations, interviews, surveys, focus groups, or meetings.

• Join local organizations and participate in community initiatives.

• Invite people into your facility to meet your people.

• Spend money to support local philanthropic efforts and causes.

When you begin to meet the needs of relationship partners, you forge stronger bonds that will allow both parties to benefit.

Recap:  Both parties in relationships have needs.  Spend time really getting to understand how you can help others meet their objectives.

Item 5 - Exchange Information

A key component of any relationship is the exchange of information.  In order to grow your connection with diverse people, you must engage in open, honest, and intimate dialog.

People from other cultures usually have perceptions of your culture based on their experience with others who are like you, and their interactions with you.  Many of my business successes have occurred where people have simply focused on getting to know me as a person, versus getting to know the ins and outs of the service or product that I was trying to market.  Many made their decision to do business with me based on their perception of me as an individual, although I did not know it at the time. However, I find that this type of decision-making is more common within certain cultures.

Exchanging information also requires that you maintain frequent contact with your diverse partners.  Some people have a bad habit of calling on others only when they want something.  Avoid this habit at all costs!  Instead, look for way to give to your relationships.  Stay in touch with regularity, and utilize information systems that allow you to track your contacts with others.

Recap:  Exchange information often, and look to provide facts, thoughts, ideas and feelings.

Summary

Cultivating relationships with diverse partners requires that you use the same key ingredients that you use when you are developing relationships with people who are like you or whom you are more familiar with.  The key difference is to be sensitive to cultural differences such as customs, ideas, arts and skills that often are passed from generation to the next. 

Viva la difference.

The End