Tips for B2B communications throughout Latin America
we are all in this together
To begin with, it is important to note that many Latinos learn from an early age that South America and North America form the united continent known as “America.” Therefore, we are all considered “Americans.” Someone from Mexico or Chile may find it very offensive to claim the term “America” or “American” as a title only for those who live in the United States.
business attracts
As you prepare for your next trip to any Latin American country, keep in mind the importance of appearance. For these cultures, fashion and clothing are very important when it comes to making a first impression. Be sure to dress conservatively: suits and ties for men, unrevealing business suits, and dresses for women. Argentina is probably the most formal and Brazil the least formal of the Latin American countries.
The kiss
You may have heard of the infamous kiss that is part of the greeting of Latin American cultures. The first time you meet someone in Latin America in a business setting, you often shake their hand, regardless of gender. Once they meet a second time, “the kiss”, really a cheek-to-cheek hug on the right side of the face, is more appropriate between men and women or two women. Men generally stick to a strong handshake with each other, making sure to maintain eye contact.
personal bubbles
Leaving the intimate greeting style of Latinos, one must understand the full cultural significance of personal space. Personal space is not the same in Latin America as it is in many other countries, but this increase in intimacy should not be construed as sexual in nature. One or two arms length away is the standard distance both at work and in social settings.
don’t rush
In these cultures we find time to be a much more relaxed concept than in the United States. Punctuality for business meetings is not as important in Latin America as it is in Western Europe or Asia. Therefore, it is recommended not to schedule back-to-back meetings.
warm and friendly
Latinos are naturally very personable people who tend to be more interested in you, the person, than you as a representative of a corporation. Diving straight into business conversation may be the norm in some cultures, but in Latin America small talk is vitally important to building trust and understanding.
importance of family
One way to build trust with this culture is by asking about their family. Latinos are very family oriented and enjoy talking about their family, along with yours.
speaking the language
A very important theme that you will see in most Latin countries is pride in their culture. Although you shouldn’t worry about how much Spanish you know, making the extra effort will always be appreciated. Try to order food or say hello in their native language to show that you care about their business.
Keeping these tips in mind will surely improve your communication skills and overall B2B experience with Latin Americans.