What are some effective communication strategies for working with freight forwarders in Europe?

1 Cultural dimensions

One of the most useful frameworks for understanding intercultural communication is the Hofstede model, which identifies six dimensions of national culture: power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence. Each dimension reflects how people in a given country relate to authority, group identity, gender roles, risk tolerance, time perspective, and hedonism. Knowing the cultural dimensions of the European countries where you work with freight forwarders can help you adapt your communication style accordingly. For example, if you work with a freight forwarder in Germany, you should be aware that they have a high score on uncertainty avoidance, which means they prefer clear rules, detailed contracts, and punctual delivery. On the other hand, if you work with a freight forwarder in Spain, you should be aware that they have a high score on indulgence, which means they value personal happiness, leisure, and flexibility.

2 Language barriers

Another challenge of working with freight forwarders in Europe is the language barrier. Although English is widely spoken as a lingua franca in the business world, not all freight forwarders are fluent or comfortable in English. Therefore, it is important to use simple and clear language, avoid jargon and slang, and confirm understanding frequently. You can also use translation tools or services to communicate in the native language of your freight forwarder, but be careful of possible errors or misunderstandings. Additionally, you should be respectful of the linguistic diversity and etiquette of each country, and learn some basic phrases and greetings in the local language. This can show your interest and appreciation for your freight forwarder's culture and build rapport.

3 Communication channels

A third aspect to consider when working with freight forwarders in Europe is the communication channel. Depending on the country, the freight forwarder, and the situation, you may use different channels to communicate, such as email, phone, video call, chat, or face-to-face meeting. Each channel has its advantages and disadvantages, and you should choose the most appropriate one for your purpose and audience. For example, email is a good channel for sending formal and detailed information, such as quotes, invoices, or contracts. However, email can also be impersonal and prone to delays or misinterpretation. Therefore, you may want to use phone or video call for urgent or complex matters, such as negotiating rates, resolving issues, or providing feedback. Phone or video call can also help you convey your tone and emotion better, and establish trust and rapport. However, phone or video call can also be inconvenient or intrusive, especially if there are time zone differences or privacy concerns. Therefore, you may want to use chat for quick and informal communication, such as confirming availability, asking questions, or sending updates. Chat can also help you maintain contact and rapport with your freight forwarder, and show your responsiveness and accessibility. However, chat can also be distracting or overwhelming, especially if there are multiple messages or threads. Therefore, you may want to use face-to-face meeting for strategic and long-term communication, such as building relationships, exploring opportunities, or celebrating achievements. Face-to-face meeting can also help you observe the body language and social cues of your freight forwarder, and show your commitment and respect. However, face-to-face meeting can also be costly and time-consuming, especially if there are travel restrictions or safety issues.

Working with freight forwarders in Europe can be rewarding and challenging at the same time. By applying these communication strategies, you can overcome the cultural, linguistic, and technological barriers, and foster a successful and long-lasting partnership with your freight forwarder.