The Spanish are very open and communicative people; they value highly their families, personal relationships and cultural traditions. As Spain’s economy begins its recovery, understanding this flamboyant culture is key to effectively conducting business in this Europe’s fourth-largest country. Learn Spanish and Spanish Business Etiquette before you go.
As Europe’s fourth-largest country and among the top three most visited countries in the world, Spain is one of the prime cultural hotspots of Europe. By means of a unique cultural heritage, Spain is widely known for art, music, dance, festivities and its colorful persona.
With a population of 46.5 million, Spain’s economy is mainly comprised of tourism, textile and food processing industries. Plus the service industry of the country equates to more than 50% of the GDP, fueling the economy.
Here are our top tips for ‘los negocios’ in Spain.
1. Meeting Etiquette
Appointments for any business meeting are mandatory and should be made well in advance. Reconfirm the meeting a few days prior to the set date and time.
Your Spanish associates or clients may not be on time for a meeting but will expect you to be punctual.
Don’t expect business to be discussed as a priority in the very first meeting. It’s important to get to know one another and build a relationship. Meeting agendas or objectives are always set but not necessarily followed or needed.
Ensure that all meeting material is available in English as well as in Spanish. If possible, have your business cards printed in English as well as in Spanish: one language on each side. While some Spanish professionals may be fluent in English, the language isn’t widely spoken in the country. Therefore, it is essential to either hire an interpreter or, better yet, learn Spanish! The locals will not only love the effort but will respect you as well. When addressing someone, you may use the Spanish equivalent of the titles ‘Mr.’ and ‘Mrs.’: Señor and Señora, respectively.
You may be interrupted while speaking, but do not be offended! It’s common practice in Spain and isn’t thought of as rude.
You may not come to a decision in the first few meetings as they are meant to encourage discussion and exchange of ideas only. The majority of Spaniards do not give either their opinion or their decision in initial meetings.
Greet the person at the top of the hierarchy first. Very important to remember this!
2. La Siesta
Best to arrange meetings for mornings to avoid ‘siesta complications’. One of the Spanish culture’s famous features is the ‘Siesta’; a midday/lunch break from work where professionals, students, workers, etc. often go home to unwind and socialize with their family and friends before going back to work.
Uncommon in major cities such as Madrid, Barcelona or Seville, la siesta still remains a part of lifestyles in smaller towns and cities throughout the country, and begins between 1-2pm and lasts around 2 hours. Often this is when the main meal of the day is shared.
3. Appearance
Appearance is extremely important to the Spanish, especially in the world of business:
- Men and women must always wear formals, unless specified otherwise.
- Clothes must be conservative yet chic.
- Avoid clothes that are flashy, gaudy or needlessly revealing.
- Accessorize fashionably but don’t overdo it.
- Go for dark colors in the winter and lighter ones in the summer.
- Keep it subtle yet stylish.
4. Body Language
Shaking hands, when meeting or saying goodbye, is the usual way to greet someone. Men and women, should they feel comfortable and have a long-term relationship, may greet one another by a kiss on the cheek (not literally, they are actually air kisses, starting from the left cheek). Also, once a relationship is established, men may greet each other with an embrace and a pat on the back.
Some Spanish people (not all!) have a unique, two-hand handshake where the left hand is placed on the other person’s right hand forearm. Make it firm but not overly strong.
Eye contact is important as it aids in building trust.
Spanish people are famous for being cheerful and extrovert so expect flamboyant body language.
5. Communication and Relationships
Building a strong rapport and affiliation is vital for successful business conduct in Spain. It is important to create trust with ‘small talk’ with your Spanish associate/client before any ‘shop-talk’ takes place. Any sort of business negotiation takes time; be patient.
Present yourself in a positive manner (attitude and appearance), as having the ‘right’ chemistry for business is extremely important for Spanish people. Conversation can be lighthearted with jokes, banter, etc. However, be careful not to go too far and offend anybody. When conversing with your Spanish associate, don’t indulge in personal details or experiences unless they approach the topic first.
Spanish culture values highly personal pride, frankness and honesty, and they respect individuals who remain modest and humble of their accomplishments. Honor and pride are very important in the Spanish culture therefore you must avoid personal attacks (even if you’re joking) at all times.
Spanish people prefer making their own decisions and do not like being openly told what to do. Practice patience and have all the facts with you to present a well-supported case.
6. Dining Etiquette
Business meals are quite common in Spanish culture, especially as it helps to create an environment that builds relationships and trust. Business dinners are usually expected to begin around 9pm, and go on until much later. If you wish to leave early, you are very much free to do so! No offence will be taken. Business talks rarely take place during a dinner, therefore, if you do wish to discuss work over a meal, inform your Spanish associate beforehand.
The person sending the invite must pay the bill for the night, so you can always reciprocate the gesture by asking your Spanish counterpart(s) out for a meal next time. While tipping isn’t mandatory in Spain (nobody shall frown if you choose not to tip), it is always appreciated.
If the meal is at your host’s home, bring a gift along to show your gratitude.
Acceptable gifts: Flowers (not a bouquet of 13 or an even number of flowers, Souvenirs or mementos from your native country and Chocolates
Remain standing until you are shown your seat or wait for the host/hostess to sit down before you do. Avoid eating with your hands. Even fruits are eaten with a knife and fork!
A normal meal consists of the following: Drinks, Bread, First Course, Second Course and Desserts. Similar to the dining culture in most European countries, tea or coffee is usually served with the dessert. If not, it shall be served afterwards, followed by a digestif, Pacharan, made from a local liqueur.
Always make sure you have plenty of time post dinner to engage in ‘Sobremesa’: the period of relaxation after the meal that would lead to a better understanding between you and your Spanish associate. This utterly Spanish concept means: “The time spent after we finish eating, before getting up from the table; time dedicated to chatting, socializing a little more, digesting our food, and all in all nourishing our souls.”
Last but not least, the Spanish never waste food. Decline more servings rather than having leftovers on your plate.
DID YOU KNOW?
Spain has the highest number of public holidays in Europe, with at least fourteen, mostly national, but also regional and local. If a public holiday falls on a Tuesday or a Thursday, many people take a four-day weekend, known as ‘hacer puente’. In addition, the majority of towns and villages have important annual fiestas and/or ferias that may last several days. So be sure to check regional and local calendars, as well as the list of national holidays, before arranging meetings and making travel plans.
The biggest compliment when doing business in another country is making the effort to speak their language. Learn Spanish and impress the socks off your Spanish counterparts!
Andrie Steliou
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