When leading a tourism sales mission to Germany, are business gifts appropriate, and if so, what should you bring?

When working with the Latin American market, how are decisions made and how long might it take to see the results of your marketing efforts?

When hosting an important group from Japan, do you shake hands, bow deeply, or nod your head slightly upon meeting? When should business cards be exchanged and how are they presented?

As we work more and more in international markets, we are often faced with such questions. World Bridge, a training program designed specifically for those doing business internationally, is helping answer these types of questions. World Bridge helps companies and destinations avoid the cultural faux pas which could mean the end to lucrative international business.

Some World Bridge tips to consider when working with international markets:

Promotional materials should be factual without exaggeration and bragging, and should preferably be translated in the native country.

In many cultures, you will see business only after a strong relationship is built. Allow time for that relationship to be established.

Make sure your staff is familiar with the AT & T Language Line, an excellent way to access interpreters for over 140 languages 24 hours a day.

The best way to know if you are being understood when speaking with a limited English speaker is to use active listening, asking the guest to repeat back what you have said.

Try to minimize hand gestures, as some of our commonly used gestures may have negative connotation in other cultures.

Keep in mind that in some cultures, direct eye contact is considered disrespectful and intrusive. Try to mirror the amount of eye contact your guest is giving you in order to make that person feel comfortable.

Many international guests smoke and may do so even in non-smoking areas because they are not in the habit of checking for smoking restrictions. Kindly make them aware of the policy and escort them to a pleasant place where they may smoke.

Be prepared for many cash transactions (not all international guests will use credit cards) and realize these guests may be surprised to see tax added on at the cash register to a listed price.

Tipping is not a universal practice. Providing tasteful guidelines about tipping may help international guests with our custom.

Many cultures display more formality than ours. Use titles (Mr./Mrs., Doctor, Professor, etc.) with surnames, and avoid using first names unless invited to do so.

Be flexible with early arrivals/late departures because of international flight schedules.

The entertaining, half-day World Bridge sessions include humor video scenarios which illustrate key cross-cultural issues, interactive exercises which encourage participants to practice their newly-learned skills, and a forty-page reference guide packed with tips for working with international guests. The program benefits anyone who works directly or indirectly with international clients, whether business person, conventioneers, or leisure traveler.

World Bridge has been used to train 6000 across the country and has been presented in a variety of ways, according to the needs of the company or destination. All who have used the program see it as an essential tool to compete in this global industry as we move into the next millennium.

Krista Rahe, president of Rahe Hospitality Services and principal trainer of World Bridge, honed her skills in international business and communication while living abroad in Europe and Japan, and while working with international markets for the Denver Convention and Visitors Bureau. While at the DMCVB, Ms. Rahe also directed the "Go the Extra Smile" hospitality training program, which won the Travel Industry Association of America 1991 Quality Service Award. Besides the World Bridge program, her company presents both standard and customized customer service programs, including telephone skills training, customer service training presented in the Spanish language, and programs to help managers better work with multi-cultural staffs and multi-generational staffs. Rahe Hospitality Services can be reached at (303) 722-1608, e-mail krahe@raheservices.com.