Focus on non-verbal communication to detect your counterpart's feelings. You should expect plenty of physical contact during conversations. Eye contact is important, but can be replaced by gestures, noises or exclamations showing assertiveness and signalling that one is paying attention. An oral understanding must be reached before redacting a formal contract. It is advised to avoid confrontation and boasting about your achievements. Last minute questions and repetition should be avoided. The Spanish may prefer their counterparts to speak first. The presentation should be thorough, detailed and you should bring literature about your company. While presenting, you should expect to be frequently interrupted when speaking. Personal qualities are valued above technical skills or competence. You should talk about your background, family life or even Spanish football if the topic arises, but avoid politics. Small talk is then common before talking business. Meetings Management It is important to create a personal relationship with your counterpart. They are to be presented at the beginning of the meeting, preferably with a Spanish side that is shown when offered. Business Cards Business cards are a must to be seen as professional. Men wear jackets and ties regardless of weather while women wear dresses, blouses and skirts. Dress Code Dress code is formal and conservative. For Christmas and New Year festivities, Spanish companies send their customers baskets of assorted foods. Regional souvenirs and promotional products are appreciated at the end of subsequent meetings. Gift Policy Avoid gifts in a first meeting. They can also shake hands by placing the other hand on the forearm of the person opposite to them. When two men know each other well, they hug while patting each others back energetically. You should avoid kissing unless the other party initiates it. “Usted” is the formal way to address new people, but they will often ask you to refer to them in a more informal "Tú". Greetings and Titles Greet everyone with a handshake and address people using “Señor” or “Señora” followed by their name and surname. Northern regions are especially punctual, so stick to deadlines. Time Management Spanish people can be lenient with punctuality and meeting duration, but you should arrive on time. Knowing Spanish or being accompanied by an interpreter is imperative. The heads of SMEs rarely speak anything other than Spanish (and possibly their regional language) while less than 30% of managers in big companies are fluent in English. Face-to-face meetings are often preferred over written or phone conversations. First Contact Appointments are made by telephone or by email and must be confirmed in writing or by phone the day before. Lunch or dinner invitations are ideal to establish a relationship. Oral communication is then preferred to written communication. The development of a personal and informal relationship is often necessary for the smooth running of business. It is difficult for senior managers to collaborate with more junior colleagues. Setting up meetings with counterparts who are in equivalent positions and professional status is recommended. Hierarchy tends to be vertical and rank matter, but third or fourth level down individuals may be in better standing or have more influence than higher-ups. Spaniards are known for being more relaxed than their other European counterparts. Values and attitudes have shifted since the restoration of democracy in 1975. It is common that Spanish businessmen treat their counterparts as their friends. The Fundamental Principles of Business Culture In Spain, saving face, family, proximity and aversion to risk are major concepts in business.
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