CBBC – BUSINESS CULTURAL TRAINING
Part 2
STEWART FERGUSON
9th November 2016
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BUSINESS CULTURAL TRAINING
AGENDA
Communication, Social Media (including ecommerce and web design), and Negotiation
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BUSINESS CULTURAL TRAINING
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BUSINESS CULTURAL TRAINING - MARKETING
"Marketing is the management process
responsible for identifying, anticipating and
satisfying customer requirements profitably."
-The official academic definition from
The Chartered Institute of Marketing
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BUSINESS CULTURAL TRAINING - MARKETING
IDENTIFYING
Growth Opportunity versus Ideal Clientele
Where
When
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Wealth
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BUSINESS CULTURAL TRAINING - MARKETING
WHERE
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BUSINESS CULTURAL TRAINING - MARKETING
WEALTH
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BUSINESS CULTURAL TRAINING - MARKETING
WHEN
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BUSINESS CULTURAL TRAINING - MARKETING
ANTICIPATING
Tomorrow versus Today
- Client Feedback
- Trends
- Demographics
- Policy
- Competition
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BUSINESS CULTURAL TRAINING - MARKETING
SATISFYING
Happy Once versus Happy Again
- Modern Social ‘The New Normal’
- Traditional Social
- International Social
- Local Social
What is the customer experience?
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BUSINESS CULTURAL TRAINING - MARKETING
‘The New Normal’
Environment
Education
Healthcare
Private Individual Concerns
Urbanisation
Consumerism
Local Government
Concerns
Moving up the value chain
Going Global
Business Concerns
Anti Corruption
The Role of Government
National Government
Concerns
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BUSINESS CULTURAL TRAINING – COMMUNICATION
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BUSINESS CULTURAL TRAINING – COMMUNICATION
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BUSINESS CULTURAL TRAINING – COMMUNICATION
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BUSINESS CULTURAL TRAINING – SOCIALISING
Social Engagement
The blurred lines between private and
professional lives.
How to make the best impression.
- ‘Confucian Values’
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BUSINESS CULTURAL TRAINING – SOCIALISING
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BUSINESS CULTURAL TRAINING – SOCIALISING
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BUSINESS CULTURAL TRAINING – SOCIALISING
Social Engagements
Weddings, Births
Holidays, Festivals
Business Events
All the time
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BUSINESS CULTURAL TRAINING – SOCIALISING
Topics of Discussion
Age (Year of the ***)
Education
Family
Home Town
Social Interests
Work Issues
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BUSINESS CULTURAL TRAINING – NEGOTIATION
SUNZI 544-496 BC
•Poet
•Politician
•Philosopher
•Fighter
•“The Art of War”
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BUSINESS CULTURAL TRAINING - NEGOTIATION
Negotiation
Sympathy
Upset
Confusion
Greed
Blind
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‘China is so poor’ / ‘China is so backward’
Walk away
Silence / Irrational Change
‘Big deal’
Hidden Agenda / Regulation
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BUSINESS CULTURAL TRAINING - NEGOTIATION
Negotiation
Sympathy
Upset
Confusion
Greed
Blind
‘China is so poor’ / ‘China is so backward’
Walk away
Silence / Irrational Change
‘Big deal’
Hidden Agenda / Regulation
ALL THE ABOVE
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BUSINESS CULTURAL TRAINING - NEGOTIATION
Negotiation is a Game to be played often and enjoyed
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BUSINESS CULTURAL TRAINING - NEGOTIATION
SUNZI INFLUENCES
Stratagems
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when commanding superiority
for confrontation
for attacking
for confused situations
for gaining ground
when being inferior
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BUSINESS CULTURAL TRAINING - NEGOTIATION
SUNZI INFLUENCES
Create Something From Nothing
– Lie
– create the illusion of a situation or
lack of fact
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BUSINESS CULTURAL TRAINING - NEGOTIATION
SUNZI INFLUENCES
Openly repair the gallery roads, but
sneak through the passage of Chencang
– Falsely prevaricate
– wrap the opposition in complicated
plans whilst taking your own shortcut
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BUSINESS CULTURAL TRAINING - NEGOTIATION
SUNZI INFLUENCES
Watch the fires burning across the river
– Frustrate
– delay until the opposition is exhausted
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BUSINESS CULTURAL TRAINING - NEGOTIATION
SUNZI INFLUENCES
Hide a knife behind a smile
– Flatter
– ingratiate yourself until you gain a
level of trust then act treacherously
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BUSINESS CULTURAL TRAINING - NEGOTIATION
SUNZI INFLUENCES
Sacrifice the plum tree to preserve the
peach tree
– Sacrifice
– give way on a minor issue to preserve the
upper hand or advantage on a major issue
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BUSINESS CULTURAL TRAINING – COMMUNICATION
SUNZI INFLUENCES
Take the opportunity to steal a goat
– Grasp
– take all opportunities to profit no
matter how small
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BUSINESS CULTURAL TRAINING - CHALLENGES
Challenges
Common mistakes and difficulties.
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BUSINESS CULTURAL TRAINING – CHALLENGES
Understanding Individual Drivers
Historic Values
Confucianism
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Sunzi Thought
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BUSINESS CULTURAL TRAINING – CHALLENGES
Understanding Corporate Drivers
Business Development
Government
Policy
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Individual
Drivers
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BUSINESS CULTURAL TRAINING – CHALLENGES
Developing Personal Links
Gift Giving
– Mementos
Time Together
– Meals, Drinks
Conversation
- Face to Face, Social Media, Email
Doing Favours
- Expected, ‘Excessive’, Restrictive
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BUSINESS CULTURAL TRAINING – CHALLENGES
Developing Personal Links
Gift Giving
– Mementos
Time Together
– Meals, Drinks
Conversation
- Face to Face, Social Media, Email
Shared Experience, Shared Understanding, Shared Respect
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BUSINESS CULTURAL TRAINING – CHALLENGES
Why Problems Exist
Lack of Respect
Yes not meaning Yes
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BUSINESS CULTURAL TRAINING – CHALLENGES
Why Problems Exist
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BUSINESS CULTURAL TRAINING – COMMUNICATION
Only some of my questions are answered!!!
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BUSINESS CULTURAL TRAINING – COMMUNICATION
Problems
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Multiple questions
Questions not in order
Multiple issues
Lack of justification / context of questions
Updated / amended emails
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BUSINESS CULTURAL TRAINING – COMMUNICATION
Solutions
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Create emails with subjects
Bullet point and in order
One issue – One email
Explain context of questions
Consider in full all issues to be raised
Create table which Q & A boxes
Copy in senior colleagues
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BUSINESS CULTURAL TRAINING – COMMUNICATION
My counterpart has agreed a change / action
– but does not act on it!!!
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BUSINESS CULTURAL TRAINING – COMMUNICATION
Problems
• Yes not meaning Yes
• My counterpart does not want to change
• Who is the decision maker
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BUSINESS CULTURAL TRAINING – COMMUNICATION
Solutions
– There are many words for Yes in Chinese
• Yes – I can see your point (but not agree)
• Yes – At this current time I agree
• Yes – Your argument is correct (but not agreed)
– Understanding the motivation of your counterpart
• What is the benefit for them?
• How do you “share” the innovation?
– Is your counterpart the decision maker
• Their Yes cannot be acted on
• Copy in the decision maker
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BUSINESS CULTURAL TRAINING – SUMMING UP
Summing Up
China is different
- need to have an enquiring mind
- there can be traps
China has it’s own Culture
- knowledge = respect
Negotiation is different
- open ended
- personal challenge
Building bonds
- social engagement
- social protocol
- a shared agenda
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BUSINESS CULTURAL TRAINING – QUESTIONS
Questions????
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BUSINESS CULTURAL TRAINING
谢谢
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