By Christina Liu, Staff Writer

Body language is clearly central to good communication and is particularly important when attempting to communicate across cultural barriers. Body language becomes still more important when there is a verbal language barrier. With the verbal message missing, the listener naturally relies on what is available. As a result, the listener relies more and more on how something is said, and on the movements that accompany the message.

Body language differs among cultures

Body language gives us clues to cultural style. Picture a southern European who is gesturing enthusiastically next to a more restrained Asian American, and you will see a clear contrast between an outgoing expressive culture and one which values physical understatement.

It speaks louder than words

Those of you who have worked extensively with people from other cultures can, no doubt, tell many tales about how body language can contradict the spoken word. This is because the body is more articulate than words in communicating emotion.

For example, an Asian American who says, "Yes," while lowering the eyes may mean, "No," but feel reluctant to disrupt the harmony of the relationship by directly saying so. In mainstream American culture, the folded arms of resolve, the grimace of pain or anger, the hand wringing of anxiety, are powerful communicators of emotions.

Think about how much more convinced you are, for example, that a group of children are excited when they jump up and down than if they simply state, "We are very excited."

Maintaining distance as a body language

The space we maintain around our bodies reflects a desire to control who gets close to us and under what circumstances. Ideas about appropriate distance vary from culture to culture.

As a general rule, for example, Asians and people from some African cultures stand quite far apart ­ as much as three feet. People from the Middle East who are of the same gender are likely to stand quite close to each other ­ less than 18 inches ­ but frown on public displays of affection between men and women. On the other hand, Americans with European backgrounds are somewhere in between. The exact distance depends on the type of relationship with the other person ­ the more personal the association, the closer the speakers stand to each other.

Maintaining proper distance is critical in business

This is more than just an interesting sociological observation. Body language has practical business ramifications as well. Proper distance should be maintained in circumstances when clients are in danger of feeling emotionally or physically threatened by the invasion of their physical space. Common examples are when a client is undergoing the stress of a difficult negotiation, or when a customer is upset and angry about something.

Avoid circumstances to make customers threatened

In these circumstances, it is especially important to keep your distance and avoid stances that might make the customer feel threatened. Customers who feel defensive naturally become nervous, have difficulty expressing themselves, can have trouble hearing what you're saying, and are apt to feel resistant to your suggestions or resolutions.

How to react to customers with different body language

What should you do when meeting customers who have different body language than yours? Should you make an effort to speak the same language ­ that is, match their movements and ideas about space, or should you simply try to avoid doing anything in order not to offend customers? The answer to this question depends on your relationship to the other parties and how their body language differs from yours.

Too much intimacy is far more damaging

It is important to remember that if you err in the direction of too much intimacy, it is far more damaging than if you appear a bit reserved. For example, if you are speaking with a customer who stands close and touches your arm during conversation, it would be sometimes unwise to try to match this behavior. Instead, observe the behavior, do not back away or rebuff the touch and be reassured that this closeness most likely shows this customer's desire to communicate with you. On the other hand, when a customer stands at a distance, it is important you honor her behavior by adopting your behavior accordingly.

Diverting an eye contact could bring misconception

Some Asians still exhibit many of the subtle nonverbal communication cues carried over from their cultural upbringing. For example, in many Asian cultures, it's impolite to look someone in the eye for too long. However, in American culture, not looking someone in the eye while addressing him can be considered rude or disrespectful.

Imagine a customer was approaching to a store manager with a complaint. The Asian manager might have been practicing what he felt was the polite way to respect his customer but the American customer was misconstruing his behavior and concluding he was dishonest. After all in American culture, if people divert their gaze when confronted with a tough question or pressing issue, the immediate tendency is to assume they are trying to mislead you or hide something.

Practice to make an eye contact

In fact, the Asian manager might have done it without intending to do so, as it had become such a habitual reaction. It is why an Asian store employee needs to practice to look customers in the eye while talking to them. You do not want to stare at them like you are trying to look into their soul, but be sure to make sure your eyes meet frequently.

Check your smile in a mirror

And never underestimate the value of a smile. In addition to the enthusiasm it expresses to customers, smiling often makes you feel better about yourself. Check yourself out in a mirror. Watch yourself in a mirror while talking on the phone to mimic a conversation with customers. Send yourself in a mirror a nice and beaming smile with a warm eye contact.