How to Connect with Global Audiences

Trainers and speakers are nothing if not customer-focused. We pride ourselves on being able to quickly size up an audience and leverage our subject matter expertise to meet their learning objectives. And while the more experienced among us can transition seamlessly between teacher, facilitator, and coach to get the best from participants, if asked in an honest moment, those newer to the platform are far more comfortable when operating in expert mode.

The trouble when working abroad however, is that you can quickly lose your footing. You still have content knowledge of course, but the forces of language, culture, religion, and learning styles can challenge your traditional training tricks and wreak havoc on your educational Spider-sense. Newer trainers often over compensate by endeavoring to become an instant expert on the new environment – a difficult task for long-term expatriates and an impossible one when your remit calls for one-off travel to multiple countries in support of a global program roll-out. So what’s one to do when you have but a day or two to make the connection?

1.   Know the Basics:

Experts note the importance of speaking slowing, repeating concepts, and ensuring exercises are culturally sensitive. There are also a host of common warnings such as avoiding slang, untested humor, and local analogies. This goes double for all you sports fans. Remember, for most people, football is soccer and while there are indeed bowlers in cricket, the game doesn’t come with pins or rented shoes.

Great communicators tailor their talks to the audience. Take a page from the pros and review your notes to ensure your message will be well received. It takes time, but minding your metaphors will help you slam-dunk that curveball to the end zone … so to speak.

2.   Be Respectful and Inquisitive:

Review Hofstede’s work on cultural value dimensions for the country in question. Having a handle on how people typically approach issues such as individualism, power distance, gender roles, and future orientation will demonstrate respect for the culture and help inform your approach. Combining that preparation with a genuine interest in the people and their culture can only increase rapport. So when in doubt, ask.

3.   Focus on the Individual:

At times, we take ourselves too seriously. I laugh when I hear people say things like, “I’m working with Japan”. Let’s face it. You’re not training Japan. You’re working with twenty people who happen to be Japanese. Each comes to the course with his or her own personality, experiences, and expectations. I once had a class full of hard-charging, hand-raising Japanese salespeople. Can you imagine if I approached the interaction with a stereotypical idea of Asian participants? I’d have failed with subtitles.

4.   Connect Through Stories:

You can learn the language, study the history, and appreciate a country’s artistic achievements, but the harsh reality is: in most cases, you really don’t “get it”. For example, no matter how hard I try I’ll never know what it’s like to go to high school in Shanghai…because, well, I didn’t. I can however, share a story about a teacher who inspired me, an experience that challenged me, or even a writer who changed my perspective on an issue. Your impact is born of those authentic connections.

5.   Be Flexible:

Trainers are often under pressure to deliver a prescribed amount of content. But rushing through material in an effort to hit a possibly ill-conceived finish line does little to advance the participant’s understanding. Don’t be afraid to ditch the lesson plan when training abroad. What worked as an exercise in one country may play better as a lecture in another. Remember, understanding is the end state, so strive for that result.

6.   Share on Local Terms:

Unless you’re conducting a course in public speaking, default to the home country’s culture when asking for feedback. While many Americans for example are comfortable with raising their hands, members of other cultures may rather work in teams and elect a spokesperson. Part of this preference may be attributable to a desire to work in local language, but let’s face it, being called on in front of your peers is rarely a relished event.

To ensure you hit the optimal blend of country and individual preference, alternate your approach or better yet, suggest the “safer” mode and offer others as an option. It’s common for participants of multi-day programs to increase their comfort level over time. Just be sure to allow for a natural progression of sharing and don’t force fit to your style.

Training Diverse Groups at Home

Of course not all trainers bounce about the globe. With budget-related travel restrictions and the proliferation of virtual training options, many of us are homebound. Still, given the ever-increasing diversity of today’s workforce, trainers are being asked to work with international audiences more frequently and often, much earlier in their careers than ever before.

People sometimes assume that the prospect of training a multi-cultural audience is even more difficult than operating in a single foreign country. Surprisingly, the reverse is true. When going abroad there is an unspoken expectation that the guest will flex to the needs of the host. When working with a diverse group however, that responsibility is shared between all parties and is actually required if participants are to extract the most from a learning rich environment. Success in this setting comes from openly sharing that expectation with your participants.

The best thing you can do in any training situation is to leverage your most valuable asset, your personal style. Nothing comes off flatter than a forced approach. So if you’re a storyteller, spin a tale. If you’re a jokester, have a laugh. Not all the punch lines will land, but that’s true in any setting. The ones that do will be remembered.

About: Tim Toterhi is not your typical CHRO. He’s an author, career coach, and TEDx speaker. His latest book is: The HR Guide to Getting and Crushing Your Dream Job. Follow on Twitter: @timtoterhi

Other posts include:

·     13 Things Every Man Needs to Hear

·     Leadership Lessons from a Dead Fitbit

·     Talent isn’t a War. It’s a Space Race