Doing Business in Brazil
Posted in Networking Etiquette
Brazil is a country of potential, that is why businessmen have been setting their eye on it. Doing business in South America's biggest country is a challenge on its own, as there are certain quirks that one should take note.
Make appointments two weeks in advance – Setting up a meeting in Brazil—both in government and corporate offices—should not be made on a short notice and, more importantly, unannounced. Confirm the meeting in writing. Remember that it is rude to cancel a meeting at the last minute.
Arrive on time, depending on where you are – In Sao Paolo and Brasilia, it is important to arrive on time for meetings. However, in Rio de Janeiro and other cities it is acceptable to arrive a few minutes late for a meeting.
Schedule your meetings right – Good appointment times are from 10 am until noon or from 3 pm until 5 pm. Never schedule an appointment on days leading to the Carnaval, which is just before Ash Wednesday.
Dress appropriate to your company standing – Wearing a three-piece suit carry an “executive” connotation, while two-piece suits are associated with office workers. Meanwhile, conservative attire for women in business is very important.
Look good – Brazilians pride themselves for dressing well and being well-groomed. In meeting with colleagues in Brazil, make sure that your hair is well-trimmed, your nails are manicured, your nose hairs are not sticking out of the nostrils, etc.
Pay close attention to business cards – It is often the custom in this region to cross out certain titles or family names if the person prefers not to be addressed in such a manner. If a particular name is underline it indicates that the associate prefers that name during normal conversation.
Have your business card translated to Portuguese – As with most business protocol, business cards are exchanged during introductions with everyone at a meeting. It is advisable to have the other side of your business card translated into Portuguese, that side of which you should present to your colleagues.
Gift-giving during a first meeting is not a necessity - You should buy lunch or dinner for your colleague instead of giving a gift on the first meeting. When an occassion presents itself later, for gift-giving, use why you have learned about the person to choose an appropriate gift. Meanwhile, formal situations are not usually the time for giving gifts, but a relaxed social occassion is much better.
Shake hands often – Handshaking, often for a long time, is common. Shake hands before and after the meeting, even when leaving a small group. If a woman wishes to shake her hands with a man, she should extend her arm first.Women greet each other with a kiss – When women meet in Brazil, they exchange kisses by placing their cheeks together and kissing the air.
Use good eye contact – Greet people while maintaining an ample eye contact with your colleague. Hold your eye contact while talking to a person or while being spoken to or else you will be considered rude.
Begin meetings with a casual chat – Never start into business discussions before your host does. Ask about their family and children and be prepared to share your own stories. You could also crack some safe but funny jokes, and talk about football (which is called soccer in the United States).
Use their first names – Using your client's first name is okay, as long as they use it first. Your client would also call you by your first name. In formal settings, address them through their father's surname. In writing, however, put their mother's surname before adding their father's last name.
Titles are loosely used – If you're unsure of the person's title, “Doctor” is an acceptable address. Even if the person is not a physician, the title is given to those you respect. For those with no formal title, “Senhor” and “Senhora” are the titles to use.
Establish strong personal relationships – You have to be prepared to commit long-term resources—both in time and money—in establishing bonds with your client. There is some perception that US citizens are arrogant so avoid anything that might make you appear so. Brazilians generally prefer to know you on a very friendly level before going into business with you. This is the key to business success in Brazil.
Expect to be served local coffee – When conducting meetings, coffee in small cups is served often. But remember, a tiny cup of Brazilian coffee packs a wallop compared to a big cup of American coffee. In business gatherings, getting a serving of coffee—which is usually at the end of the meal—signifies to start discussing about business matters.
Get into the conversation – Business conversations in Brazil are usually long and animated. Anyone who feels they have something to say will generally add their opinion. Do not feel bad when someone interrupted you, as it is viewed as a sign of enthusiasm. Brazilians enjoy joking, informality, and friendships.
Stay away from bad conversation topics – Do not talk about topics that would cause intense debate among Brazilians like Argentina, politics, poverty, religion, and the rain forest. When talking about your colleague it is best to avoid topics that are deemed too personal such as marital status, children's age, and family income.
Do not embarrass a Brazilian – The country lives on a group-centered culture rather than a individualistic one. Criticizing an individual causes that person to lose face with the others in the meeting. Also, the person making the criticism also loses face, as he or she has disobeyed the unwritten rule.
Prepare to answer queries about your company – Expect your Brazilian colleagues questions about your company rather then what you are presenting. They are more comfortable doing business with people and companies they know.
Make your contracts as detailed as possible – When it comes to meeting agreements, Brazilians insist on drawing up detailed legal contracts. Expect a great deal of time to be spent on reviewing these details.
Expect long meetings – Since time is really not that important in Brazil, be aware that meetings usually lasts for several hours. Schedule only one appointment per day.
Be patient – Brazilians take time when negotiating. Do not rush them or appear impatient. They see time as something that is outside their control and the demands of relationships takes precedence over adhering to a strict schedule. Also, it is most likely that the people you are meeting with are not the decision-making authority, who is usually the highest-ranking person in the company.
Never leave the meeting before your Brazilian colleagues – This is viewed as a arrogant and rude gesture.
Use local lawyers and accountants for negotiations – Your Brazilian colleagues resent an outside legal presence.
Do not change your negotiating team to Brazil – Business in Brazil deals with people, not companies. Changing your negotiating team to Brazil means that you may have to start over from the beginning.
Business deals are sealed with a handshake - Don't be surprised if the Brazilians aren't interested in signing paperwork shortly after the agreement is reached. A handshake or your word is all that's required and the paperwork can be dealt with at a later date. Be aware that in some areas of the country, signed documents aren't necessarily binding.
