To be successful in today's global market, businesspeople must be familiar not only with the economic and political climate of the country in which they are dealing, but also with its cultural nuances. Albeit a rapidly growing group, those who travel the globe seem to understand that we still belong to a relatively elite set of businesspeople. Furthermore, those of us who still look forward to these many long trips have joined yet an even more exclusive group--people who genuinely value spending time with customers as well as continuously enjoying the countries we visit.

What's the secret to attaining this membership? Being self-aware, open-minded and resourceful are probably the three most critical prerequisites to developing, maintaining and enjoying long-term success in international commerce. Moreover, mastering these techniques will let you avoid having to constantly compete on price alone and creates an atmosphere for more affable negotiations.

Let's say you've never had any exposure to people from Japan, France, or India and are asked to give your opinion of each culture. How accurate do you think you would be? Whatever your answer is, there's almost a 100 percent probability it would include a fair amount of misconceptions and generalities. Not surprisingly, these same misconceptions and generalities exist about Americans. Previous experiences, historical reputations, formal education and the media are the primary ways one forms these impressions. However, there is one big difference. Most foreigners have had significantly more education about the American culture, and more exposure to it, than we have had with theirs. Understanding this will be the first step to becoming aware of your customer's preconceptions.

Whether you agree with these preconceptions isn't important. What is important is making sure you're conscious of what they are and conduct yourself accordingly. For example, many cultures value humility--and Americans aren't generally known for this. We are often presumed to be loud, bold and aggressive. Additionally, for a positive first impression, we have been taught to always give a firm handshake and look your prospect directly in the eye. Again, depending on which country you're visiting (primarily Asian cultures), this may not be the ideal way to establish initial rapport. With a minimal amount of time and research before leaving for your trip, you can be confident you've made the correct first impression and have taken the first step in differentiating yourself from your competition.

Although Americans are generally respected and envied for living in the United States as well as for the quality of their products, there are some additional negative stereotypes of which you should be aware.

After conducting dozens of interviews with business owners and officers around the world, here are some of the most commonly cited criticisms: ignorance about the country and culture we visit; impatience with the extended negotiation period; lack of interest in learning more about the country we are visiting or the people we are dealing with; slow response time, and insincerity about product claims and promises.

Again, whether or not you agree or possess these characteristics is inconsequential. The point is, the sooner you identify what these preconceived notions are, the earlier you'll be able to mitigate these negative opinions and begin turning your first meeting into a positive experience for your prospect or customer.

Now that you have a general idea of some of the more common preconceptions that foreigners have about Americans, the next step is to educate yourself about the country and culture you'll be visiting. Although this is a straightforward process, it will take some extra effort and time to know when and where to apply this new knowledge, and to understand the many subtleties that are often associated with each situation. Generally speaking, books and Web sites can be your primary resources. For example, here are three books and one Web site that I highly recommend:

• "Culture Shock!"--Published by Culture Shock! Publishing (http://www.cultureshockconsulting.com/books.html). A comprehensive series of books for individual countries and cultures.

• Xenophobe's Guides--a series of books published by Ravette Publishing, Ltd., that are more concise and a faster read.

• "Kiss, Bow, or Shake Hands: How to Do Business in 60 Countries," by Terri Morrison, Wayne A. Conaway and George A. Borden. Published by Adams Media Corp.

• ExecutivePlanet.com--a complete, one stop resource on internet. Point your browser to http://www.executiveplanet.com/ index.jsp.

Another strong recommendation would be to set aside a few minutes each day, starting about two weeks before your first solicitation or visit, to educate yourself about your destination. Try not to procrastinate and don't save your reading for the long plane ride there, either. Although this sounds like the perfect opportunity, more often than not you may find yourself distracted on the airplane with last-minute work needing to be done, interesting people seated next to you, that one movie you have been waiting to see, or even some well deserved sleep.

By investing the time and effort learning about your prospects' country and culture, you will be able to differentiate yourself from other "typical" Americans right from the start. For instance, you will learn not only the correct way to greet and present business cards, but also how to properly address someone in their country, whether by fax or in person. A little warning here though--a little knowledge can be dangerous. My best advice is to start slowly and to gradually increase your application of knowledge with each ensuing contact.

It may also be a good idea to arrive a few days early to allow yourself the time to observe how people eat, greet others and conduct their business, as well as to practice your new skills on the hotel staff or restaurant personnel. Be careful here, since many of the prospects you will be seeing for the first time may insist on picking you up at the airport and entertaining you during your stay. If this is the case, I would accept their offer rather than risk the insult of refusing their hospitality.

Probably the best way to build the trust that will be necessary to establish these long-term relationships will be to show a genuine interest in your prospect as well as his country and culture.

The easiest way to begin this process is to ask simple questions about your prospect's family or where he or she has recently been on vacation.

It also is a good idea to offer stories about yourself and your family. Depending upon your comfort level, you can then ask your prospect a question or two that would reflect your knowledge of the country's history or current events.

Another opportunity to impress your hosts will come when they ask you what type of food you prefer to eat. Your response should indicate you would very much appreciate to eat at a local place that serves local dishes from the area.

Another nice touch is to learn a few basic phrases in the language of each country you visit. From the easily learned phrases like, "hello," "goodbye," and "thank you," to possibly a few more complicated phrases. It's amazing how much this will reflect on the genuine respect and interest you have for the country you're visiting.

By now, the message should be clear: international negotiations will only be as successful as you are in establishing a close and friendly relationship of mutual respect with your foreign counterparts. Consequently, this will require you to value the reward of educating yourself and to become aware that every contact you have with your prospect or customer is an opportunity to earn their trust. By undertaking these few extra steps, you will be able to turn international customers into lifelong friendships and obtain greater pleasure from each country you visit.