One of the most important things to know about business in India is that relationships mean everything. Without them you will be told only what you want to hear from subordinates, negotiators may lose interest, and suppliers may cheat you.
Your guarantees are your guarantors. So invest in them. Here are some ways:
1. Find out about the people you will be meeting, whether internal or external. A mutual acquaintance is a great start. If that fails and the person is important to you, an acquaintance of an acquaintance may need to be consulted. At the very least, check LinkedIn so you know some facts for starting a more personal conversation.
2. Schedule extra time for developing the relationship and getting to know people personally. This means building non-task related time into your trip, training, or presentation. The task is secondary, and taking time at that moment for the relationship is more important in the long run than goal. This is India time – time for personal relationships!
3. As a negotiator, bargain long and slowly with emphasis on the personal relationship and long-term partnership. Time is money to us, but time together is gold in India. Even when you’re haggling, don’t be in a hurry, whether you’re at the bazaar or the negotiating table. The point is the process.
4. Ask your Indian acquaintances for recommendations. No, not because they’ll know the best or closest place, but because they’ll recommend a place where they know the person, are related, or are connected through some sort of relationship. They benefit from this in the Indian culture of interconnection through reciprocation.
5. Be aware that families are close, and close with each other. This means that the needs of a family member may come before you, even if you mean money. It also means that Indians have many “aunties,” “uncles,” and “cousins,” that are not actually related except by long strong familial relationships.
These five actions can make all the difference in the effectiveness of your cross-cultural interactions with India!
