Have you wondered about the right business communication in Africa? Then today’s post is for you. I would like to introduce an article by Mr Richard Chowning, The African Mentor, who is based in the US and who has lived in Africa for many years. Feel free to reach out to him.
As I rarely do things by the book – I added my own personal comment after each line. I love the practical approach Richard took in his article – exactly what we like to promote here at Africa Business Jumpstart – hence, I found it hard to resist.
Let’s get started!
You already know how to take care of business on the phone. I just want to bring to your attention a few culturally appropriate pointers to enhance your conversations when you are speaking with that African partner or prospective client.
Greet them with formal, honorific prefixes such as Mister, Misses, Doctor (for M.D. and Ph.d), your honor or the actual office for public officials.
Respect is very important in most African cultures. It is better to error on the side of over honoring than inadvertently demeaning them because you did not use the term they are accustomed to hearing before their name. “How are you doing, man!” “What’s up, bro!” may be a appropriate and a laid back way of being cool when greeting in the USA or Europe, but it is out-of-place with Africans.
Dr. Harnet: Indeed, this is hugely important! I listened to a video a few days ago where the presenter told the audience that an American engineer dropped his doctor title when he wanted to become successful in business. He just wanted to be Jack, the business man, and it worked. In Africa, your family would probably take you to court for such a decision! 🙂 Honorific prefixes are highly respected and important. So much so, that people will often only call you ‘Doctor’, ‘Professor’, or ‘Engineer’ and cut out your name.
Ask about their day. Show a genuine interest in their life, not just their potential to do business you. How are you today?” “How is your day going?” “How are things in …(their city/country)?”
Sure they most likely will give you a short, standard answer like “fine”, “good”, or “it is raining.” Your question has shown that you know to jump right into business not only seems abrupt but it is often interpreted as rude in many African cultures.
Dr. Harnet: I could not agree more! In the West asking someone how they are is a quick polite introduction, but in most parts of Africa – especially in the rural areas – it’s an art! It’s half of the conversation. You can talk for 5 mins and depart, and all you asked about was how the family is, and the village, how good the rain or the harvest have been….. I guess this cultural importance somewhat remains to be important across sections of society. Note: No, don’t ask an African business man how his harvest was….
Communicate that you know something laudable about them. “I see that you own (or work for) …….” “So, you are a graduate of ……”
Show them that you know they are well-connected or have had some accomplishments in their life. This demonstrates that you understand that someone else values them, and you do too. Relationships, weather business or community oriented, are very important to Africans. Part of their self-worth related to how they fit into communities. Identifying those connections validates them.
Dr. Harnet: Oh, this takes on a whole new dimension if you work in….the Sudan. In fact, people there introduce other people to you not merely by their name, but by their titles and achievements. “This is Professor Suleiman Mohammed Abdulkhader, he is a gem of Sudanese professors, he is the founder and manager of the Sudanese Society of Infrastructure & Engineering in Khartoum where he worked for 15 years. He is one of the best we have. He is a professor of professors!” And then you say you are very pleased and honoured to meet him.
Slow down, take your time. You will get to the point of the call, but no need to jump right to it.
“Time is valuable,” has a different meaning in much of Africa. We in the West want to complete business tasks and conversations in the least amount of time possible. In many African settings, the more time you spend with someone, the more you value them.
Dr. Harnet: Right – in fact getting hold of the person you want to talk to may take days – going with their pace is your best approach to get results and avoid frustration.
Give them something of value, with no strings attached. Share a link to an article that will help them with a particular problem or give them contact information to a lead.
Make sure that what you are offering is something that answers a problem or contributes to a situation you learned about them during the conversation. This will show that you are listening well and that you are wanting to help them. You are on their side. This is somewhat equal to the African custom of taking a gift when you go to visit someone.
Dr. Harnet: I like this part. I must have done it instinctively, but yes – in Africa, I usually start with what I can give hardly ever asking directly for what I want. Not in the first conversations anyway.
End the conversation with something other than business. Pay attention to the time of day. “Have nice evening with your family.” “Enjoy your meal.”
You are establishing a relationship. One of the worst mistakes you can make is to end a conversation on a sour note. Always end with something upbeat or encouraging.
Dr. Harnet: I think this is part of a traditional extensive greeting. Equally to not just saying ‘hi’ in Africa, you do not just say ‘bye’. Traditionally, you pass on your regards to the rest of the family, or you wish God’s blessings be upon their village, harvest, or your next meeting. Of course, there may be differences among countries. Having said that, here is something interesting: When thrown into a business environment or ‘phone environment’ sometimes the opposite happens. I had MANY conversations in Africa on the phone where they did not even say ‘bye’, but just cut you off after an OK…..and doing my ‘wrapping up’ I suddenly noticed I am talking to a dead line….
Remember to keep your promise. If you promised to get back to them tomorrow, do it. If there is information that you said you would give them. Make sure and send in promptly.
Trust is built by this follow through. So, make sure to promise only what you can deliver.
Dr. Harnet: I think this one is very important, especially if you come in as a foreigner. Truth is my experience is that those who are in status ‘below’ you are often very reliable when they promise to be at your service, because they put hope in this connection. Family members (even in business) , business connections, and those in status ‘above’ you however, can often be unreliable. Instead of ‘no’ (which may be impolite), they say Ok, and then they do not deliver. This can be common, but to keep your promise is hugely important in order to set the standard at your end. .
None of the items on this checklist are overly profound, but we all need reminders once in a while. I wish you profitable and relationship building conversations today. And, by the way, have fun with your family this evening.
Dr. Harnet: Thanks, Richard, we truly value your great list and advice!
Would be great to get your feedback and questions! And if you’d like to get my latest articles on Africa business opportunities and tips as soon as they are published, feel free to click the little box ‘Notify me by e-mail’ below the comment section.
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