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CBBC – BUSINESS CULTURAL TRAINING Part 2
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STEWART FERGUSON 9th November 2016
AGENDA Communication, Social Media (including e-commerce and web design), and Negotiation
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BUSINESS CULTURAL TRAINING
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BUSINESS CULTURAL TRAINING
"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
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BUSINESS CULTURAL TRAINING - MARKETING
Where
When Wealth
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WHERE
BUSINESS CULTURAL TRAINING - MARKETING
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WEALTH
BUSINESS CULTURAL TRAINING - MARKETING
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WHEN
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
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‘The New Normal’ Environment Education Healthcare Urbanisation Consumerism Moving up the value chain Going Global Anti Corruption The Role of Government
BUSINESS CULTURAL TRAINING - MARKETING
Private Individual Concerns Local Government Concerns Business Concerns 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
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
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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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SUNZI 544-496 BC
BUSINESS CULTURAL TRAINING – NEGOTIATION
•Poet •Politician •Philosopher •Fighter
•“The Art of War”
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BUSINESS CULTURAL TRAINING - NEGOTIATION
Negotiation
Sympathy ‘China is so poor’ / ‘China is so backward’
Upset Walk away
Confusion Silence / Irrational Change
Greed ‘Big deal’
Blind Hidden Agenda / Regulation
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BUSINESS CULTURAL TRAINING - NEGOTIATION
Negotiation
Sympathy ‘China is so poor’ / ‘China is so backward’
Upset Walk away
Confusion Silence / Irrational Change
Greed ‘Big deal’
Blind 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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SUNZI INFLUENCES Stratagems • when commanding superiority • for confrontation • for attacking • for confused situations • for gaining ground • when being inferior
BUSINESS CULTURAL TRAINING - NEGOTIATION
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SUNZI INFLUENCES
Create Something From Nothing – Lie – create the illusion of a situation or lack of fact
BUSINESS CULTURAL TRAINING - NEGOTIATION
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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
BUSINESS CULTURAL TRAINING - NEGOTIATION
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SUNZI INFLUENCES
Watch the fires burning across the river – Frustrate – delay until the opposition is exhausted
BUSINESS CULTURAL TRAINING - NEGOTIATION
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SUNZI INFLUENCES
Hide a knife behind a smile
– Flatter
– ingratiate yourself until you gain a
level of trust then act treacherously
BUSINESS CULTURAL TRAINING - NEGOTIATION
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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
BUSINESS CULTURAL TRAINING - NEGOTIATION
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SUNZI INFLUENCES
BUSINESS CULTURAL TRAINING – COMMUNICATION
Take the opportunity to steal a goat – Grasp – take all opportunities to profit no matter how small
Challenges Common mistakes and difficulties.
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BUSINESS CULTURAL TRAINING - CHALLENGES
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BUSINESS CULTURAL TRAINING – CHALLENGES
Historic Values
Sunzi Thought Confucianism
Understanding Individual Drivers
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BUSINESS CULTURAL TRAINING – CHALLENGES
Individual Drivers
Business Development
Understanding Corporate Drivers
Government Policy
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BUSINESS CULTURAL TRAINING – CHALLENGES
Gift Giving – Mementos Time Together – Meals, Drinks Conversation - Face to Face, Social Media, Email Doing Favours - Expected, ‘Excessive’, Restrictive
Developing Personal Links
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BUSINESS CULTURAL TRAINING – CHALLENGES
Gift Giving – Mementos Time Together – Meals, Drinks Conversation - Face to Face, Social Media, Email Shared Experience, Shared Understanding, Shared Respect
Developing Personal Links
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BUSINESS CULTURAL TRAINING – CHALLENGES
Lack of Respect Yes not meaning Yes
Why Problems Exist
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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
• 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
• 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
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
Summing Up
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BUSINESS CULTURAL TRAINING – QUESTIONS
Questions????
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BUSINESS CULTURAL TRAINING
谢谢