Source: International Herald Tribune/Haaretz 8.12.00

Manners Maketh the Money

Immigrants from the West are cashing in on Israeli bad manners. Israelis have earned a reputation for being loud, rude and late, traits that violate Western codes of business etiquette. But today, local entrepreneurs are learning to shake their bad rap with a course in business English - a course that covers language use as well as the appropriate social skills required to conduct business abroad.

Catching the drift

In a growing trend, many local companies have started sponsoring similar grooming courses for their employees. Dr. Marlene Ringler, who runs the Ringler English Language Institute in Jerusalem, says registration at her company has never been higher.

The American-born doctor, who has a Ph.D. in international business negotiations, says incorporating etiquette lessons into the business English curriculum is a sensitive matter. "We make sure to do it without hurting anyone's feelings, " She says.

"But getting to know the culture is integral for understanding a language. We use language in two ways: as a form of communication and as a way to form a rapport with someone. It may be unnatural for a Sabra to hear their American partner say, 'Good morning and how are you today?' or 'Have a nice day,' but we teach our clients that these sorts of expressions are important ways to establish a social bond, she says.

Lessons at Ringler Institute include how to interrupt, offer advice, make suggestions, and correct a misunderstanding. "We also teach our students how to disagree tactfully. This is something Israelis have a tough time with. Instead of blurting out 'No,' we suggest they say something like 'I agree with you up to a point, but...'"

The program also includes pointers on gift giving, tipping, ordering in a restaurant and the kinds of subjects that are acceptable in social conversation. "Small talk is problematic. There are topics that are off limits outside of Israel, for instance, asking someone how much his house costs," she laughs.

When discussing business in a foreign tongue, Ringler says, self-esteem plays a pivotal role. "One's level of proficiency is not necessity the most important factor, rather, it is the self perception of proficiency. The more confidence you have, the more comfortable you feel and, thus, the more successful you will be," she adds.

Ringler downplays the significance of language blunders. She tells her customers: "If you don't know what to say in a foreign environment, just show respect, warmth and be kind. These are universal messages and they alleviate linguistic mistakes. Stressing too much about which are the right or wrong words creates anxiety and this is when more mistakes are made."