Some phrases sound more international than they really are. “We’ll get back to you,” for example.

In Germany, this sentence often comes with an invisible clock ticking in the background. Not always, but quite often. If someone does not respond after a few days, they may quickly be perceived as unreliable, uninterested or poorly organised. So people follow up—first politely, then more firmly, and eventually with the subtle message that a response really would be due by now.

In China, the same sentence can function differently. Not necessarily as a firm commitment with an implied deadline, but rather as a polite conversational bridge: we have heard you, we are looking into it, and we are keeping the relationship open—but we still need to align internally and clarify priorities.

One phrase, two sets of expectations

This is exactly where misunderstandings arise. One side thinks: Why is nothing happening? The other side thinks: Why are they putting us under so much pressure?

Following up is not only about timing. It is about tact.

Anyone who follows up too early, too directly or too insistently in China may appear efficient from a Western perspective—but impatient from a Chinese one. Or worse: as someone who does not sufficiently respect hierarchies, decision-making processes and the need for face-saving communication.

That does not mean you should not follow up. On the contrary: staying in touch matters. But the form makes all the difference.

A good follow-up leaves room

A good follow-up does more than remind the other person of your open question. It acknowledges their situation, makes a response easier and signals interest without putting strain on the relationship.

The difference is small, but it matters. In the first sentence, your own expectation is at the centre. In the second, there is room for priorities, processes and politeness.

Silence does not automatically mean rejection

• The topic is not yet at the top of the agenda.
• The right person has not yet made a decision.
• No one wants to respond prematurely.
• At that moment, the relationship matters more than the issue itself.

For Western business cultures, this can sometimes be difficult to tolerate. There, speed is often seen as a sign of professionalism. In China, restraint can also be professional—especially when it enables alignment, respect and long-term thinking.

The right timing depends on the situation

In some situations, a quick follow-up makes sense—for example, when a specific deadline, an offer or a logistical decision is involved. In other cases, reaching out too soon can come across as impatient, especially when several people are involved on the Chinese side or when decisions are not made openly in the first meeting.

Three practical principles

The most appropriate message wins

Perhaps that is the most important lesson: following up is not simply a reminder. It is relationship management. And sometimes, it is not the fastest message that determines the next step, but the most appropriate one.