If someone asked you what are Brazil’s most widely recognised features, you are more than likely to say, Rio de Janeiro’s famous landmark, Christ, The Redeemer, the world-renowned Rio Carnival, its rum-based cocktail, the Caipirhinha and its lively native dance, the Samba. You might also mention its barbecue meat champion status, alongside Argentina (although never say that to a Brazilian!), where you might want to wear clothing with an elasticised waistband to overcome the famous giant-sized portions! Not forgetting the voluptuous ‘Brazilian bottom’!
However, this Latin American country is today recognised for so much more. With its young population, steadfast increase in manufacturing, myriad of resources and rising middle class, Brazil has become an economic powerhouse. The football world cup and the Olympics have certainly helped boost its economy and investment potential. On the other hand, it pays to be aware that Brazil also has a reputation for being the most complex and challenging country in which to establish an international business. The hardcore obstacle course of carrying out business negotiations can sometimes result in international relations taking years to become solid. Nevertheless, don’t be discouraged, Brazil is rated the 7th largest country in the world for its GDP and so investing in this widely diverse country is well worth consideration.
Below you will find a few business cultural pointers to take on board, so you don’t feel completely out of your depth when trying to launch your business ship into the ‘Brazilian business ocean’: –
Learn to be patient
Brazilians do not like to adhere to agendas, nor stick to set deadlines, preferring a more flexible approach to punctuality.
Become a master in resilience
Just because the country now prospers from a dynamic and vibrant economy, does not mean that laws and regulations have kept up with the pace, often meaning bureaucracy causes incredible hurdles. Such challenges also include taxation, which can be as fickle as the British weather! Controversy over taxes was once described in The Economist ‘as Brazilian as string bikinis or samba’!
Understand that people are more important than business
Brazilians negotiate with people rather than companies. Never rush a Brazilian when in the throes of small talk, as this kind of chat helps build trust and personal rapport. Advisable icebreakers include dance, food and wine, and football, which is hardly surprising considering their world-class team. Conversation stoppers would be Argentina, their biggest business rival. They’re also not keen on divulging too much information about their private lives.
Become acquainted with long-term ethos
Expect long-term relations once you’ve forged a business relationship in Brazil. There is none of this throwaway business ethos; Brazilians are in for the long haul. Helping you to lay those foundations are the likes of a local business ‘despachante’, a contact specialising in your industry that can help you to get a foot in the door to make those vital personal connections.
Speak the right language
If you are looking to learn a few basic phrases to make an impression, be sure you learn the correct language, Brazilian Portuguese! Referring to them as Hispanics or speaking Spanish will lose you valuable brownie points.
Drop the British reserve
Brazilians are very direct when it comes to eye contact and they also stand close together when talking, so you will have to get accustomed to this lack of personal space when doing business. Plus, you will find it useful to put on your fast-paced listening shoes, as they are masters of fast and animated speech and demonstrative body language.
There are plenty more tips that can help you on your way to embracing business with Brazil, but the ultimate piece of advice is DO YOUR RESEARCH!
By Madeline Prusmann, Project Manager, August 2016
FOR ALL YOUR LANGUAGE REQUIREMENTS CONTACT THE PEAK TEAM FOR ADVICE
ON
projects@peak-translations.co.uk
OR
01663 732 074
WE’RE ALWAYS HERE TO HELP WITH ANY QUERIES
