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includes everything from behav-
ior and dress to task execution.
Protocol is observed in govern-
ment, diplomacy and the mili-
tary, and protocol executives are
becoming more common in uni-
versity settings and Fortune 500
businesses. In some organiza-
tions, protocol executives are
often also responsible for pur-
chasing promotional products;
it’s a great niche market.
Protocol also specifies the treat-
ment of particular people with
roles in an established hierarchy
as it relates to precedence, seat-
ing, courtesy and application of
rank and honors.
Introductions
Making an introduction may
seem easy, but doing it correctly
means you must understand the
hierarchies in each country in
which you are working. While
forms of address are more flexi-
ble in the U.S., don’t break the
rules of protocol when working
outside the U.S. Instant familiar-
ity is not appreciated in most
countries, and you must use
appropriate titles and last names.
Introducing others is a skill
that many people have not yet
learned. The simple thing to
remember is to first recognize
the most important person and
to introduce lesser-ranking peo-
ple to that person. In a business
introduction, the most important
person would be the client.
Within a company, that person
would be the senior executive.
Remember to look at the most
important person and speak to
him or her first, and then turn to
the lesser important person or
others in the group as you com-
plete the introduction. For exam-
ple, if your client is Mrs. Smith
and you are introducing your
sales assistant, Joe Jones, to her,
the correct introduction would
be “Mrs. Smith, may I introduce
Joe Jones?” Speak clearly and use
courteous language.
Here are a few additional
tips:
• Don’t call an international vis-
itor by his or her first name
unless you are invited to do so.
• In Europe and Asia, executives
who work together for years
may still use titles and last
names.
• Middle Easterners with whom
you are on a first-name basis
may prefer Mr./Mrs./Ms. and
then their
first
name.
• North Americans are uncom-
fortable with class distinction.
We don’t like it when others
act superior or try to pull rank.
The most influential people
often make an effort to appear
approachable and may ask you
to call them by their first
name. However, you are always
safe when using Mr. or Ms.
with the last name until invited
to do otherwise.
• Internationally, titles, ranks
and honorifics are considered
necessary when greeting or
introducing someone, so
always include the complete
name string. If someone has a
title, use it correctly.
JULY 2016 •
PPB
• 43
SALES
MINDING MANNERS
YOUR PERSONAL BRAND IS highly
dependent on your use of proper eti-
quette and protocol.
PPB
spoke with
Adrienne Barker about her recent
certification in corporate etiquette
and international protocol, and her
subsequent business expansion to
provide training in these areas.
PPB
:
What does this certification signify?
Barker:
I graduated from the Protocol School of Washington
with the ability to teach licensed programs created exclusively
by the school. I have been trained by the only nationally
accredited school in this field.
PPB
:
What was required to earn it? How long did it take?
Barker:
The class was six days long and there were 18 stu-
dents from all over the world. We learned and studied all day
and had some work in the evening. There are approximately
4,500 alumni of this program throughout the world.
PPB
:
What kinds of new skills and knowledge
do you now have?
Barker:
I now can teach business etiquette and international
protocol. I have always enjoyed speaking and this gives me a
platform that I find engaging and exciting. This field is always
changing and now more than ever we need to understand
that business etiquette makes a difference in your success
and that of your business.
PPB
:
How will it help you better serve your clients
as a distributor?
Barker:
Our clients often need to work with their customers
overseas and I can offer not only gift-giving protocol but also
tips and ways to help their business support offshore staff. We
can also offer our clients workshops and seminars for their
clients or internal staff.
PPB
:
In what ways will you be expanding your customer
base and the types of clients you serve?
Barker:
Our industry is always changing and it is important to
create different niches. Protocol officers purchase promotional
products, and connecting with them is now easier since I grad-
uated from a school they recognize. I can quickly Google pro-
tocol officers and find a nice list of new prospects.