Business Cards

Business cards are an indispensable help to people with a bad memory for names . However, most don t have a picture of the person, so it is quite possible to end up with a pocketful of business cards and no idea of which card belongs to which face. You can avoid this by taking your time over the exchange, studying the card carefully , and checking the pronunciation with the person. (Unfortunately, I have personal evidence that even these measures are no guarantee against senior moments. )

The exchange of business cards is part of the meeting and greeting ritual and thus has a certain symbolic function. It s a ritual tied to giving and receiving, and it is equally as important as the exchange of gifts is at a later stage in the relationship. In this case, the gift is written information about an individual and a company, and as such it is extremely important that it is treated respectfully.

There is no global standard for how a business card should look or which language it should be written in. In the Netherlands, for example, many business cards have only the initial of the first name followed by the family name , while in Spain there are likely to be at least four names. Then there s the question of job titles. If you have worked for a large organization, you know the hours spent after every reorganization trying to decide upon new job titles. The fine differences between Information Officer and Information Manager and Systems Developer and Systems Programmer can occupy people for days. But when these same people have to travel to a country where their native language isn t spoken and they need to get their cards translated, the translator isn t aware of these fine distinctions. All sorts of mistakes can occur. It makes sense to get any translations checked by a native speaker familiar with your company to ensure that the cards are accurate, but it may be hard to find such a person. In fact, I heard recently that it was so difficult to ensure that cards written in English were translated correctly into Japanese and Chinese that one company had given up trying and simply presented the English-language version.

That s a pity, in part because the Japanese appreciate the effort of the Western businessperson to get business cards translated accurately, and because the main virtue in the exchange of cards is that they have great practical value. In the case of Japan, even if you have to omit the job title, having your name written in Japanese phonetic symbols is enormously useful to your Japanese counterparts. Ideally, cards eliminate the need for time-consuming questioning to find out exactly what your new acquaintance does for a living or his or her position in the company. But even if you are sure that the information contained is correct, what does it mean ? If your visitor is a department manager, does that mean she has ten or one hundred employees ? And although a division manager in your company may be part of the executive management team and just marginally lower than vice president in the divine order of things, in the company on the other side of town, people with the same job title may be much further down the corporate ladder.

So as a rough guide, treat the exchange of business cards with the greatest respect and courtesy , but remember that the information on them may be open to interpretation.

LETTERS 16 “17

Exchanging business cards raises three questions: who you give them to, when , and how .

Who to give them to, when . . . Letter 16

FROM THE U.K. ABOUT JAPAN

I know that the giving and receiving of business cards is important in Japan, but who do I give them to, and do I have to wait until someone offers me one first?

You don t have to wait for someone else to take the initiative. Protocol says that the person of lower rank should offer his or her card first, but being the first to offer can also simply show that you are keen to continue the contact. You can offer your card to any new business acquaintance without causing offense. The procedure of presenting and receiving is similar to that for China (see the next letter), but in Japan the giver only needs to use one hand to give the card.

It s very important to have a business card holder that keeps the cards you receive separate from your own, so you avoid any frantic juggling of cards. In Japan the cardholder should be made of dark leather, not of metal, and should have two pockets.

One person you should always give a card to is the receptionist or secretary (usually female ) of the person you are going to meet. Take the time to help her pronounce your name and your company name correctly, and she ll be able to help her boss do the same.

. . . and how Letter 17

FROM THE U.S. ABOUT CHINA

I ll be traveling to China in a few months. Can you tell me something of the procedure surrounding business cards?

Get your cards printed in both English and Mandarin Chinese, and be sure that a native from mainland China does the translation to avoid embarrassing mistakes. Hong Kong and Taiwan use a different style of characters , so if you re following your trip to mainland China with a visit to one of these places, get two versions of your cards printed, and make sure they don t get mixed up.

When you present your card, check that the side with the Chinese writing is facing the person you re giving it to. Present the card formally with both hands, holding it by the two top corners; if you are presenting your cards to a group of people, be sure that you start with the most senior person first. Receive cards with both hands and read them carefully before putting them away. You may want to take this opportunity to ask how to pronounce a name.

Wherever you are, the idea behind the whole procedure of exchanging cards is to break the ice, so don t rush things, and treat the individual and his or her card with respect. Don t write on a card you ve been given, don t put it in a wallet and then place it in your back pocket, and never leave it behind after the meeting. All three actions would be regarded as very rude ”not the impression you want to leave after a first meeting.

LETTERS 18 “20

What information to include on your card is an important decision.

Showing off? Letter 18

FROM AUSTRALIA ABOUT EUROPE

I m getting new business cards printed before my next trip to Europe and have been advised to include my academic qualifications (I have a doctorate). I ve never bothered to include my title before, and I don t want to appear to be showing off.

Your uncertainty shows just as much about the country you come from as the countries you re going to. In egalitarian Australia, and indeed in the U.S., the U.K., and Israel, there may be a reluctance to appear to be an egghead, and in cultures where the practical is regarded more highly than the theoretical, someone with a Ph.D. may be regarded with a certain degree of suspicion! But even in these countries , if you work in an area (e.g., pharmaceuticals or IT) that relies on cutting-edge technology or being first on the market with new developments, it would be a good idea to include postgraduate degrees and other professional qualifications.

If your itinerary includes German-speaking countries, France, or Southern and Eastern European nations, you should definitely include academic titles, especially any higher than an undergraduate degree, along with your job title. In France and the U.K., graduates may include the names of especially prestigious universities on their cards no matter what industry or business area they work in. In these countries education is highly regarded, and a higher degree may mean that you will be listened to with greater respect ”always a pleasant position to be in!

Consider taking two sets of cards along, both with the basic information of your name, company, and job title, but one with your academic title and one without. This way, you can judge the situation and act accordingly . For example, if you feel that the site foreman is not going to be interested in your doctorate in archaeology, you don t have to inform him of it.

Print in Polish? Letter 19

FROM IRELAND ABOUT POLAND

I m getting business cards printed before my first visit to Poland. I d like to know if they should be in Polish as well as in English.

If you re thinking of doing long- term business in Poland, your Polish partners may appreciate your thoughtful gesture if you have one side printed in Polish. But do make sure that the translation is a good one, and get it double-checked. If you re having your job title translated, make sure your translator understands exactly what it entails ( Ass. Manager , for example, can cause problems for an inexperienced translator), and that words such as manager or executive are included where appropriate, as these help establish your status.

In some countries, like Belgium and Switzerland, there are two or more local languages, neither of which is English. There, an English-only card is a good solution, so that you don t get into the Why Flemish but not French? or Why French but not German? sort of argument. Where English is one of two official languages, as in Canada, make sure your cards are printed in both languages, and present the card with the appropriate language the right way up for the recipient.

Soft focus Letter 20

FROM THE U.S. ABOUT EUROPE

In the U.S., I have a business card with my photo on it, but my friends in Europe tell me they don t have cards like this. Should I use the cards anyway, or get new ones?

Business cards with photos are not as common in Europe, but that isn t an automatic reason not to use them there. One disadvantage I can think of is that stuffy individuals might regard it as carrying the cult of the personality too far, and if your face overshadows the company logo, it might create a negative impression.

I can also see some practical disadvantages. You just have to look at many people s passport photos to see that some of us, although charming souls, are not photogenic. You don t want to scare off your customers!

More seriously, I think the photo idea is practical and sensible , but it s probably better to err on the side of tradition and not use photos unless you have a special reason for doing so. For example, if you need to send a card ahead of you and your name could be read as male or female, a photo would eliminate needing to write Ms. or Mr. in front of your name.

IN A NUTSHELL: Business Cards

GLOBAL BUSINESS STANDARDS

Business cards should include the company name and website address, your name, job title, address (including e-mail), and phone and fax numbers preceded by the area codes.

When giving cards, make sure the appropriate language is facing the recipient.

If your given name does not clearly indicate your gender, consider including Mr., Mrs., or Ms. before your full name (unless you prefer to make use of the element of surprise!).

GLOBAL WARNINGS

Don t present or receive a card with your left hand in a Muslim country.

Don t accept a card and put it away without looking at it. Don t write on a card, bend it, put it in your back pocket (where you are going to sit on it), leave it behind, or generally hurt its feelings!

 

• Argentina: No great weight is attached to the exchange of business cards. Cards usually show full (often very long) name. Have business cards printed in Spanish with the English translation on back.

• Australia: No great weight is attached to the exchange of business cards. Including degrees on your card may be regarded as unnecessary or even pretentious, depending on the industry you work in. (See Letter 18.)

• Austria: Include titles beyond your bachelor s degree on your card. If you are from a well-established company, include the date when your company was founded. It s not necessary to translate business cards from English. (See Letter 18.)

• Belgium: Business cards in English only will solve problems about whether to use French, Flemish, or German. (See Letter 19.)

• Brazil: Cards from Brazilians will contain all names and titles, but the giver may underline the name(s) he or she wants to be known by and cross out the others. If you are providing translation on reverse side, make sure it is in Portuguese, not Spanish.

• Canada: Has two official languages. Have your card printed in both French and English. (See Letter 19.)

• China: It is very important to present a card to everyone at the beginning of your first meeting. Take plenty. Cards should be in both English and Chinese. Make sure a native speaker from China does the translation (rather than Taiwan or Hong Kong). Have the translation double-checked. (See Letters 16 and 17.)

• Denmark: English-only business cards are acceptable because many people know English. Often given at end of first meeting.

• Finland: See Denmark.

• France: In formal settings, when you give your card to a person of higher rank, you might not receive one in return. The French include academic credentials as well as other appropriate titles on their cards. Graduates from the top universities may include this information on their cards. (See Letter 18.)

• Germany: See Austria.

• Hong Kong: See China (but make sure a native of Hong Kong does the translation). (See Letter 17.)

• India: People commonly include all of their educational degrees, titles (current and previously held), and current position in the company on their business cards. Foreign businesspeople should include their university degrees, as well as the names of any prestigious educational institutions attended.

• Indonesia: Cards in English-only are sufficient. If you know you will be dealing with Chinese Indonesians, have a Chinese translation on reverse side. If dealing with ethnic Indonesians or government officials (usually Muslims), be sure translation is in Bahasa Indonesian. Include all titles and academic qualifications.

• Italy: Some Italian businesspeople have three cards: one with all degrees, titles, and contact information; another without the titles but including contact information, to use when a less formal relationship has been established; and a calling card with name and possibly personal contact information to use in social occasions. (See Letter 18.)

• Japan: It s very important to present a card to everyone at the beginning of your first meeting. Present the card with one hand, and with a bow. Take plenty, with English on one side and Japanese on the other. Double-check that the translation is correct. Your name written in Japanese phonetic symbols will be appreciated. (See Letter 16.)

• Mexico: Have business cards in English with the Spanish translation on the other side. Present on first meeting.

• Netherlands: English-only business cards are acceptable. It s common that their business cards may only have the initial of given names. Often given at end of first meeting.

• Norway: English-only business cards are acceptable. Often given at end of first meeting.

• Poland: Take plenty of business cards, and have them in Polish on one side and English on the other. It may be difficult to get new ones printed there. (See Letters 18 and 19.)

• Russia: Take plenty of business cards, and have them printed in Russian on one side and English on the other. Titles are important in Russia to know with whom one is dealing. Be sure to have your title (not just your department or functional area) displayed clearly on your card.

• Saudi Arabia: Cards should be printed with English on one side and Arabic on the other.

• South Africa: See Netherlands.

• South Korea: Exchange cards immediately after formal greetings . In groups greet the most senior member first and work your way toward the most junior. (The senior person will usually greet you first.) Use two hands to present card.

• Spain: Cards usually show full (often very long) name. Good to have Spanish on one side and English on the other. (See Letter 18.)

• Sweden: Including degrees on your card may be regarded as unnecessary or even pretentious, depending on the industry you work in. Often given at end of first meeting.

• Switzerland: See Austria.

• Taiwan: Cards should have an English and a Chinese side. Make sure a native speaker from Taiwan (rather than China) does the translation. (See Letter 17.)

• Thailand: Cards should be printed with English on one side and Thai on the other.

• Turkey: Cards are usually exchanged at the end of the first meeting.

• UK: No particular ritual. Graduates from one of the top universities may include this information on their cards. Usually exchanged at end of first meeting. (See Letter 18.)

• US: Including degrees on your card may be regarded as unnecessary or even pretentious, depending on the sector you work in. Usually exchanged at end of first meeting. (See Letters 18 and 20.)

• Venezuela: No great weight is attached to the exchange of business cards. Good to have Spanish on one side and English on the other.