How to Successfully Negotiate with People in Cross-Cultural Settings

In today’s international business environment, you may speak several languages or work with people from different countries. Whenever people want or need something from you—and/or you need their help—the negotiation begins.

Being exposed to multiple cultures enriches our experiences in cross-cultural communication. How do we successfully negotiate with people—whether they’re business partners, clients, suppliers, or coworkers—when cultural differences add another layer of complexity? Below are a few strategies to help you negotiate more effectively across cultures.

#1 Be Likeable and Show Respect

People do business with those they like. No matter where your counterpart is from, maintain a positive, respectful attitude. Even if you don’t fully understand someone’s culture, politeness and respect go a long way. Research shows that individuals in a positive mood think 31% more efficiently and make better decisions.¹

Accept that cultural opinions and lifestyles differ. In our C.A.V.I.AA.R.™ Mindset exercise, the first “A” stands for Accept—acknowledge that people come from diverse backgrounds and that disagreements are likely. The sooner you accept these differences, the more energy you’ll have for problem-solving.

#2 Learn About Their Culture

If you frequently work with European or Asian companies, invest some spare time in learning their customs. Ask colleagues who have strong relationships with those cultures for practical tips. You can also read books, follow social media, or browse newspapers for insights.

When you demonstrate genuine curiosity, people enjoy sharing their cultural norms. Use the Accusations Audit™ to preempt discomfort. For example:

“You may think I’m overly curious about your culture. Would you feel uncomfortable sharing how we should handle [specific custom] in your country?”

Or:

“You may think I should already know this—would you be against teaching me how to use chopsticks (or a knife and fork) properly?”

I once accompanied an American client on a ten-day factory tour across several Chinese cities. On day one, I said:

“We’re going to spend the next ten days together visiting different suppliers. My goal is to support you and ensure you succeed. If I say or do anything that makes you defensive, please tell me immediately so we can correct it and move forward.”

That simple, honest invitation put him at ease. We enjoyed a productive trip and found the right suppliers for his business.

#3 Use Tactical Empathy®

Tactical Empathy—even when cultural differences exist—builds trust. Mirror™ and Label™ emotions you observe:

• Label: “It seems like you’re frustrated by the tight deadlines.”
  
  
• Mirror: Repeat key words or phrases to encourage them to elaborate.

Follow up with a Calibrated Question™:

“How can we adjust our schedule so you feel more comfortable meeting these deadlines?”

These techniques show you’re listening and willing to collaborate.

#4 Prepare Thoroughly

In cross-cultural negotiations, assumptions can derail talks. Do your homework:

• Research the other party’s business etiquette.
• Understand decision-making hierarchies in their culture.
• Learn any relevant taboos (e.g., gift-giving norms, body language).

A well-prepared negotiator shows respect and gains credibility.

#5 Clarify and Confirm

Language barriers and cultural nuances can lead to misunderstandings. Summarize key points and ask for confirmation:

“So far, you’ve told me that your priority is ensuring delivery by June 1st. As a result, you feel……….”

This “That’s Right™” approach ensures alignment before moving on.

Negotiating across cultures with counterparts requires openness, respect, and a toolkit of proven communication skills. By being likeable, learning about their culture, applying Tactical Empathy, preparing thoroughly, and confirming understanding, you’ll navigate challenges more effectively—and build lasting, productive relationships.

¹ Positive affect improves cognitive flexibility and decision-making; see Journal of Experimental Psychology.