The Culture of Spain - Are you on Common Ground?
Finding common ground.
Ive been living in Spain for almost twenty years. My wife is Spanish, my colleagues are Spanish, my customers are Spanish and by businesses are Spanish. Over these years I think Ive learned quite a bit about being Spanish.
If you want to get into the under-exploited fast-growing Spanish market, you need to know more than just how to speak Spanish. You need to understand Spanish customs, Spanish etiquette and Spanish business culture. Otherwise, youll just be another American trying to sell Spanish.
One of the most curious Spanish customs is the mating ritual all Spaniards go through when they first meet a new acquaintance or colleague. Basically they spend between three and fifteen minutes trying to find common ground. They ask where the other person is from and they start there phrases with Did you know or I once worked with or The last time I was in .
This act of finding common ground serves several purposes:
Trying to establish if they share common friends and colleagues.
Trying to establish a sense of credibility.
Showing an interest in the others background.
Showing how important ones status and experience are.
If youve just been introduced to a Spaniard, dont try and cut this process short. For him it is an essential step for building a professional relationship. Often there are no common ties between the two people, but something of interest always shows up.
You should always remember that Spanish culture doesnt like being in a hurry and rushing through things. You may want to get straight to the point, but during this ritual he is busy sizing you up and deciding if he can trust you. So slow down and help him feel you out.
If youre able to read Spanish, have a look around Empresa-de-Exito.com and youll be able to see for yourself the absolute quality of our team members. Youll be speaking with genuine business people with hundreds of years of collective experience making money in the Spanish-speaking markets.
About the Author: If you would like to extend your business to the Spanish-speaking world, please visit our spanish marketing headquarters.
Dennis H. Lewis has been living in Alicante, Spain with his wife and two children for almost twenty years.
He currently runs three successful companies entirely in the Spanish market.
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