“Hilton London Heathrow Airport Terminal 5 has become synonymous with global business. Our location provides an ideal hub for companies and individuals to meet and do business in. As such, we’ve become experts in managing large-scale events and those which involve many different cultures, traditions and specifications. When visiting different countries, there are obvious rules to follow. This Guide to Global Business aims to highlight key etiquette to observe and implement when welcoming the world to conferences, events and dinners.” – Meredith Bevan, General Manager, Hilton London Heathrow Airport Terminal 5.
North America
Time is an important commodity for most North Americans…
General points
Americans ask questions if they do not
understand something and are not ashamed to admit what they do not know. They will assume you understand something unless you tell them otherwise.
Introductions
Generally when greeting North and South American delegates, reciprocate the way in which you are addressed. If they use formal Mr and Mrs titles use those in reply.
As a rule Americans appreciate being greeted immediately when entering a room. Ensure you have a welcome desk or host to greet delegates on arrival at the hotel or in the meeting rooms.
American friendliness and informality means that delegates will not wait to be introduced and will even begin to speak to strangers. If they are very direct do not be taken aback.
Business interaction
Time is an important commodity for most North Americans, it would be wise to be punctual and inform delegates of any unexpected delays.
Business breakfasts are common in America, with Americans often prepared to meet from 7am.
Colours have special meanings for Mexicans. For example: yellow represents death, red to cast spells, and white to lift spells. Be careful how you use colours at events and in presentations.
For North Americans, business does not always require a face-to-face meeting, so do not be offended if they decline an invitation to a meeting or event.
Delegates from this continent will expect any agenda to be followed so if you think you may need to adapt the discussion topics, add ‘Any Other Business’ at the end of the agenda.
For some North American delegates, business will be conducted rapidly with little small talk so be prepared to get to the point quickly.
In Canada gifts may often be given at the close of a project or contract but not in the USA. Perhaps check with your contacts if this would be appropriate.
Eating and drinking
North Americans value social events and are happy with both formal and informal occasions, so do not be afraid to invite these delegates to buffets or barbecue-style events.
North Americans may not start eating at a formal occasion until the host does so be sure to let delegates know it is OK to start eating, especially at large events where the host may not be visible.
Dress code
Dress code in America varies depending on the region of the country. In general people in the East dress more formally while people in the West are more known for being informal. Advise your delegates of any dress codes.
Americans will maintain eye contact as a sign of respect, but Mexicans may not make eye contact for the same reason.
Body language
Mexican delegates will often consider keeping your hands in your pockets impolite, and standing with your hands on your hips as aggressive. Bear your body language in mind when meeting these delegates for the first time.
Language
Interestingly, the United States does not have an official language, but English is spoken by around 82 per cent of the population.
Spanish is the second most common language, spoken by 12 per cent of the population.
South America
Life and business in Brazil is a pretty laid back affair…
General points
Life and business in Brazil is a pretty laid back affair and getting straight down to business can be offensive and even aggressive.
Introductions
In Argentina it is important to contact a business through a third party ‘enchufado’. Argentinians use meetings to build relationships and establishtrust so it can be unwise to contact companies directly with invitations if you do not already have an established relationship.
Most Hispanics have two surnames, the father’s and mother’s, usually only the father’s is used.
Don’t be surprised to be asked personal questions by Brazilian companies and delegates; this is part of the introductory process.
Business interaction
During initial business negotiations, building personal relationships and trust is important. Colombians, Brazilians and Argentinians will put personal relationships above other business
discussions, the less business discussed the better.
Do not be put off if Argentinian delegates take phone calls during a meeting, this is not meant to be rude. If they need a space in which to conduct their work, direct them to a Business Centre where they can speak on the phone or use computers.
For Argentinians and Brazilians, deals are won and lost on the strength of a relationship, rather than the facts and figures and profit margins.
For Colombian, Brazilian and Argentiniandelegates, rushing a business meeting is seen as disrespectful. Be prepared to take your time with the meeting and include lots of small talk.
Avoid giving Brazilian delegates any gifts that are black or purple as these colours are associated with mourning.
January and February are summer holidays in Chile so try and avoid them if arranging a meeting or event, otherwise you may have a lower acceptance rate from these delegates.
Business decisions come down to good relationships for Brazilians, therefore ensure you have put time into developing a relationship before discussing a business deal.
Eating and drinking
Long business lunches are common in Latin America.
Dress code
Dress code varies depending on the country – the best approach is to advise your delegates of any dress codes.
Body language
Body language conveys a lot in Argentina. Try and maintain eye contact and avoid placing your hands on your hips as this implies you are angry. If you see someone tapping their middle finger against the thumb this means ‘hurry up’.
In Colombia the thumb and forefinger OK gesture and shaking a fist are both offensive gestures so try to avoid using these if possible.
The thumb and forefinger OK gesture is also offensive to Brazilians.
Colombians like to make some physical contact so be prepared for a hand on the shoulder and don’t back away if people stand too close.
In Chile, slapping your right fist into your left open palm is obscene; an open palm with your fingers separated means stupid.
Delegates from Ecuador may not always understand nodding the head for yes and shaking the head for no. Bear this in mind and perhaps verbally respond as well.
Language
In South America people will tend to address each other with the ‘Usted’ form, you is not commonly used when approaching people in the business world and beyond.
The use of vos in Argentina, Paraguay and Uruguay is very characteristic in the Spanish spoken in Latin America. Vos was an alternative form of you that was commonly used in Spanish when the language reached Latin America.
Even today when meeting business colleagues from Buenos Aires you are much more likely to be asked “de donde vos?” than “de donde eres?” for “where are you from”.
In Brazil it is important to build trustworthy and long lasting relationships. A meeting usually starts with general conversations in order to get to know each other before doing business. This is also reflected in the communication style: oral and written communication takes place in Portuguese and tends to be context rich, so people will often speak profusely and write in an elaborate fashion.
This was first published in the Issue 71/2013 of CMW. Any comments? Email cmw@mashmedia.net
