African Business Etiquette
Misunderstandings can lead to serious business problems, so good business etiquette can affect your bottom line. According to the U.S. Commercial Service, “Cultural nuances can have a significant impact on the success or failure of international sales.” While globalization is reducing many trade barriers, familiarity with etiquette is important to establishing your business abroad. It is a mistake, however, to treat all of Africa as if it is one country.
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Greetings
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In many African countries, soft handshakes are common. It is customary to shake hands while avoiding direct eye contact to show respect. In South Africa, two white people will shake hands in the European or American fashion, but a black and white person have an extra display: after shaking the full hand, they grasp thumbs before returning to a full handshake. In Islamic North African countries, handshakes between men commonly last long enough to become a handhold. In West Africa, never shake or pass anything with the left hand, it is used for personal hygiene only.
Attire
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Always keep attire conservative and modest. You cannot go wrong with a standard dark business suit. In some particularly hot countries, dark suits may give way to lighter wear such as linen. Do not be surprised if your host shows up in traditional dress rather than Western-style business attire.
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Entertainment
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Africans are famous for eating, entertaining and generosity. Your host will likely go all out and will be looking to impress. Many countries spurn utensils, so you will be expected to eat with your hands. Never eat with your left hand, especially in Muslim countries. Most cultures have three meals each day: breakfast between 11 a.m. and 12 p.m,, dinner between 3 and 4 p.m. and a smaller, optional meal between 9 and 10 p.m. Often, dinner is served on a low table, and guests sit on decorated pillows.
Taboo
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African cultures often have completely different taboos. Pay attention to how people dress and act, do your research and, above all, follow your host’s lead to avoid offense. Make it a habit to always use your right hand for greetings, holding and passing items. Because many African cultures expect you to use your left hand for all bathroom and personal hygiene needs, it is very rude to touch someone else with it. In Madagascar, red ink has a negative connotation, so make sure you don’t use it on your business cards. In South Africa, the American “peace sign”--first two fingers up with palm pointed towards your body--like bunny ears--is considered extremely rude.
Language and Address
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Not all African countries use the same trade or formal business language. Some use Swahili, some English, some French and some Portuguese. Your host’s native tongue, however, may be none of these. If possible, learn what it is and prepare at least a greeting and “thank you” in their tongue as a sign of respect. Forms of address are specific to each country as well. Frequently, they will address a foreigner as “doctor” or with some other professional title as a form of honor or regard.
More Information
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Most African cultures are family oriented. Friendship comes before business, and you should expect to spend two to three days getting to know your hosts and letting them wine and dine you. Some areas are very punctual, but in others, meetings usually start up to one hour late. Expect the same cultural etiquette and prohibitions in North African countries as in the Middle East. Business Etiquette reports the Islamic culture is famous for “lavish generosity, indirect business discussions, expansive sense of time and second-class-citizen status for women.”
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References
- Photo Credit africa statistics image by michele goglio from Fotolia.com
