Build Rapport Across Cultures during Speeches with Relevant References

Great work alone rarely keeps clients happy:  professionals also need strong relationships to bolster their client connections–particularly across cultures.

Professionals can begin building rapport with potential clients from other cultures–even while giving speeches and other presentations.  I was reminded of this a few days ago while I  listened to Sir Howard Davies, Director of the London School of Economics (LSE), as he addressed a group of American LSE alumni on a very British topic:  Brown’s Britain vs. Blair’s.

Recognizing that his audience was American, he built rapport with culturally applicable analogies.  For example, Sir Davies included parallels to the Republican and Democratic parties, and other US-centric references.  Not only did this add interest to his speech, but it also helped to create rapport.

The tables turned a few weeks later when I gave several speeches in London.  Hearkening back to Sir Davies’s example, I incorporated examples and phraseology that would resonate with a British audience.  It worked.

Next time that you are speaking to potential clients from other cultures, include analogies and other references to their culture.  Acknowledging and appreciating their culture will help to bridge the gap and build rapport.