When in Thailand...
Jane Anson
Add that eastern flavour to your business best practice
2008-10-12
Doing business in Thailand, as in much of Asia, requires careful attention to non-verbal communication. Reading between the lines is crucial, as much of the important information is conveyed by what is left unsaid, or through subtle verbal signals. To succeed, learn to take your time and assess situations carefully before acting upon them.
When negotiating, be aware that if your Thai colleague is focusing on seemingly small problems with a contract or job, they are very likely to be talking about much larger problems that need your attention, but do not want to make you lose face or to enter into a direct confrontation. It is very important to look out for these signs, and try to piece the larger picture together.
Confrontation is almost always avoided – you will get much further in contract negotiations by remaining calm and smiling, and accepting invitations for social events outside of the office. Thais want to like the people they do business with, and you should never underestimate this.
David Keen, managing director of Keen Publishing, a media company based in Bangkok, has worked throughout Asia for the past 20 years. ‘Familiarity with local culture, sensitivities and ways of doing business sounds like textbook stuff but it’s imperative. I don’t mean superficial cultural whims but really trying to understand the underlying meaning behind words and actions.
’In Thailand, almost without exception at every level, people will try to negotiate terms of agreement, but it is not always obvious what they want. The most important thing to understand is that blatant expression of feeling is looked down upon, but sincerity is respected. Disparaging remarks and any kind of superior behaviour is easily detected and repudiated by every Asian culture.’
