In cross-cultural negotiations, focus on the person, not the culture.
When we need to negotiate with a person from a different country, or industry, or background, we tend to be alert about the differences in culture, especially when we are not familiar with our counterpart's culture. It is a natural instinct and the intention is good. However we have to be careful not to make the wrong assumptions, read signals incorrectly, or to lose perspective because we incorrectly think that's what our counterpart's culture is like and we should accept it.
One European company negotiating with an Asian company for the first time was surprised at how demanding their counterpart was. The Asian company told them that was the norm when conducting business in Asia, and they accepted that. Only later, after a lopsided deal had been signed, they learned that it was not true.
Don't assume a person will be brash and aggressive in negotiations because of their nationality. Similarly don't assume a person will be reserved and rigid. Knowing the culture can be an initial guide, but it is more important to get to know the person, and to learn how best to work with them at a personal level.
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