When conducting business in any country, certain customs are assumed: a firm handshake, eye contact, an exchange of business cards followed by friendly conversation. Although Asian countries often have similar customs, it is important to understand that even something as simple as direct eye contact can be misconstrued and cause a business interaction to end before it even begins.

Manners and attitude speak volumes in Asian countries, pointing to your inner character. Here are some basic tips to help make introductory business exchanges in China and Japan successful.

Business Introductions
When first meeting a new business contact, it is important to make a good impression and present yourself according to the customs of the country. In Japan and China, this entails bowing to indicate respect, says Asia Pulse's Guide to Business Etiquette in Asia. In Japan, bowing is especially important, although the Chinese also consider bowing a key part of any introduction.

AsianConnections.com offers some key advice for bowing:

• Keep your back straight and your legs relatively close together;
• Bowing should start from the hips. Keep your eyes on the floor in front as you bend forward;
• Men should keep their arms at their sides, hands pressed against thighs, while women may either overlap their hands in front or keep arms at their sides;
• If the person you are meeting is of a higher position, you may bow more deeply to indicate respect; and
• Bow as many times as you are bowed to, and bow slightly lower than the other person to show your humility.

"Be sure not to be overly vigorous when shaking hands as the Chinese will interpret this as aggressive," says Kwintessential, a guide to international business etiquette. As a general rule, the Chinese keep physical contact to a minimum. Prolonged direct eye contact can also be construed as overly aggressive.

Exchanging Business Cards
Business cards should be printed on both sides, with your first language on one side and the other party's language on the other. Ink should be either black or gold, and the card should be kept pristine.

The book International Business Etiquette, by Ann Marie Sabath and Brandon Toropov, discusses other key tips for exchanging business cards:

• Use both hands and offer the card with the other party's language face up;
• When receiving business cards, do the same — accept the card using both hands;
• Do not immediately put the card away; take time to learn the person's name and information;
• In China and Japan the surname will come first, although many Japanese have adopted Western usage and will list their surname last, so clarify if needed and address the person by his surname;
• If you are in a meeting, it is appropriate to leave business cards on the table in front of you; you can reference the cards to help remember names; and
• Do not write on the business card, as this is considered insulting.

You may also bow slightly when offering your business card.

The Concept of Face and Guanxi
Much of business behavior hinges on the ideas of face and guanxi. Literally meaning "relationships," guanxi signifies multiple things in business, according to the Los Angeles Chinese Learning Center. At the heart of guanxi is the idea that it's not what you know but who you know that matters — networking and doing favors is key in understanding Chinese business relations.

"In many respects, face is merely a matter of common courtesy. It is possible to give a person face by presenting prestigious gifts [...], by publicly praising good performance and giving credit where credit is due," the Asia Pulse Guide suggests. But face goes beyond simple common courtesy.

"There are four categories of face," Kwintessential explains:

1) Where one's face is lessened through their involvement in an action or deed and it being exposed. The loss of face is not the result of the action, but rather its being made public knowledge.
2) When face is given to others through compliments and respect.
3) Face is developed through experience and age. When one shows wisdom in action by avoiding mistakes their face is increased.
4) Where face is increased through the compliments of others made about you to a third party.

Because much business in China is conducted over a meal, following proper meal etiquette can provide your host with face. Always try a little of everything. "Chinese etiquette also dictates that you leave something on your plate during each course to show that you are content with your food," Sabath writes.

Understanding face goes hand-in-hand with the Chinese idea of guanxi. Despite a cultural divergence in business customs, simply making an effort to conduct business according to someone else's rituals can make all the difference. Don't be afraid to ask questions — chances are, he or she will be flattered at your attempt to bridge the cultural gap.

Resources

Guide to Business Etiquette in Asia
Asia Pulse, July 8, 1998

Asian Business Etiquette: Bowing
by Angi Ma Wong
AsianConnections.com

Asian Business Card Etiquette
GlobalDoc, Inc.

International Business Etiquette
by Ann Marie Sabath and Brandon Toropov
Authors Choice Press, 2002

Intercultural Etiquette Articles
Kwintessential

Chinese Business Culture
Los Angeles Chinese Learning Center

Asian Business Etiquette
by Tina Fong and Stacy Zhang
National Society of Black Engineers, Ohio State University