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Businesses need to change continually to remain competitive in the marketplace and Georgette Rouncefield has firsthand experience why these changes, to be successful, need to be handled with respect and consideration. Georgette built a successful career with UK-based Avon Cosmetics, working across Europe in the field of people management and development, delivering results through improved performance. Now an Independent Management Consultant, she is sharing this invaluable knowledge with others in the direct selling industry who are facing new demands to fulfil their potential.

Vse vmeste.....Razem.... Alle zusammen.....Mindenki....Mazi.....Tutti insieme......Together is a powerful word in any language.

When people work together and share a common purpose it will make a difference. When building a business through opening up markets in new countries or changing business practises in established markets it is important to understand how cultural differences can bring benefits. Cultural change can be successful only when you have a good understanding of the difference between the culture you currently have and the culture you are trying to build.

Crucially, whatever language people speak it is important that the whole team understand the business case for change. Change is not about making people think differently…change happens when you make people feel differently – by capturing their hearts and minds. A sensitivity to respect for cultural differences will ensure that organisations’ objectives will be delivered across all geographical boundaries.

Culture shapes our personal preferences and ways of being, in areas such as behaviour and communication to each other. It also shapes our expectations of others and in return shapes our reactions to one another.

Never assume that people are ‘speaking’ English even if they are using the same words – a shared common language does not mean a shared set of common ideals. We can all be divided by this common language by meanings or when the way we communicate is impacted by country of origin/culture, personal preferences, personal biases, judgmental attitudes or standards. Ultimately people need to understand any impacts on their lives. Always check for common understanding! It is important to start by researching the culture of the country and try to learn a few words in the native language – the  key word to know is ‘together’ it helps to engage with people of all levels right from the beginning, and starts to build a partnership that will last for years!  

It is necessary to change cultural working practises – and, yes, this has to happen. However, the approach, behaviour and leadership style may have to vary somewhat from one country to another, even though the methodology is the same – ultimately you will still deliver your objectives. Working across cultures is very rewarding as it is rich in diversity, but can be extremely frustrating and you just have to work through that by being adaptable and flexible to finding solutions and consensus. Wherever you go, people relate to change by either ‘getting on the bus’ with you, or ‘sitting on the fence’ to see what happens, or resisting at sometime or another ­– and you proactively have to be ready to deal with this as ultimately you need to deliver on time and on budget!

There are three main reasons why efforts to change can fail:

Employee resistance – This is an individual’s form of defence against a perceived danger. Be astutely aware of both active and passive resistance...it’s natural!
Leadership issues – Leaders influence through their behaviours, actions and the communications they send. They must demonstrate commitment, high visibility and sponsorship.
Communications failure – Frame powerful messages to meet your audience’s needs and concerns so they clearly understand why the change needs to happen and the benefits it will bring both to themselves and to the organisation.

Remember, new beginnings are often wanted and feared at the same time...together people can make a difference and if their hearts and minds are ‘captured’...actually become the new people
the situation demands.