How to Practice Business Etiquette in Brazil

With increased globalization in the business arena, the world truly continues to get smaller. Many U.S. businesspeople are spending more time meeting with international clients, so it is important to understand the culture and etiquette of the nationality with which one is dealing to have an effective business transaction and ultimately a good long-term relationship. With its young population, plentiful natural resources and agriculture, and strong industry, Brazil has potential as a major player in the world market. Working successfully with Brazilians is your first step toward harnessing that potential.

Instructions

1. Though your business will likely be done in English, learn some Portuguese phrases. Your Brazilian associates will appreciate your making the effort. By all means, don't forget that the national language in Brazil is Portuguese, not Spanish.

2. Dress conservatively and professionally in muted colors for men and women. Light colors are acceptable for summer (December to February). Clean, well-manicured nails are important for women.

3. Be on time, but do not be surprised if your Brazilian hosts take a more relaxed approach to schedules. In the big cities of Rio and Sao Paulo, you may find that being punctual holds more importance than in other regions.

4. Begin the meeting in a leisurely manner, taking some time to make small talk with your Brazilian associates. Jumping right into the meeting is seen as rude, and like other South Americans, Brazilians find it important to know the individuals with whom they are doing business. Building personal relationships is important. In fact, you will probably find that it takes several trips to the country to really get your business going there.

5. Use attractive visuals in your presentation, and make sure you have any materials you intend to distribute translated into Portuguese and English. Be tolerant of interruptions, which often simply show that there is interest in the discussion, and keep your manner nonconfrontational at all times.

6. Be prepared to wait for final decisions. As noted earlier, it may take a while to build the business relationship. Also, in this hierarchical business structure, final word must ultimately come from the highest-ranking executive.

Tips & Warnings

• Keep your calendar clear for a while after the meeting if possible. It is considered rude to leave abruptly as soon as the meeting is over. If you must leave immediately after, make sure to inform your Brazilian colleagues during the initial greeting.

• Do not move away if your Brazilian counterparts stand closer than what is normally comfortable for you. Personal space is closer than in North America, and moving is likely to cause offense.