Chapter 14

Adapting Business English to Specific Countries

In This Chapter

Connecting across cultures

Writing well to China, Russia, France, Japan, India, Mexico, Germany, and Brazil

Avoiding mistakes and paying cultural courtesies

It’s a big world out there – full of countries developing their economies and, to varying degrees, eager to establish business relationships with other countries. Today’s easy communication systems, together with growing acceptance of English as the world’s business language, can disguise the deep gulches that still exist between cultures.

A first imperative when communicating with people outside your own country is to become more aware of your own values and the filters through which you see the world. For example, Americans aim to be concise and direct and value individualism. Many other cultures have different priorities – family, relationships, a society of consensus, perhaps.

In Chapter 13 I provide general principles of cross-cultural writing and the thinking behind it. In this chapter I give you some specifics for eight sample countries chosen to demonstrate different cultural perspectives, and because they are likely to be of interest. I also note the specific contributors at the end of each section, excepting several who preferred not to be credited. Don’t read this chapter looking for comprehensive information or formulas. After all, a dozen different people in the US can come up with different ideas about what’s important about writing business English.

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I recommend reading through the whole chapter to glean helpful strategies for communicating more effectively with other people throughout the world. Use the ideas to stir your own consciousness of how perspectives differ and figure out the best questions to ask to help you create successful interactions with people from any country.

The Internet levels the playing field enormously. While big internationally known companies may be more readily received than small players in many environments, the opportunities for small and middle-sized enterprises to build productive relationships are new and real. Writing by itself is unlikely to accomplish this. But the written word is often the best and most practical way to make initial contacts. Knowledge, thought, and above all, respect, helps open doors.

The advice I give here is in broad strokes, and I never intend to slip into stereotyping. Remember that the differences among regions and individuals in a non-native English-speaking country are often considerable – just like in your own native country. All Russians or Brazilians do not think alike or have the same expectations. Always find out as much as you can about the particular person you’re writing to, as I explain in Chapter 2, as well as her country, region or ethnic group. Her position, education, values, priorities and many more factors are important to shaping successful messages.

Writing to China

The US is a powerful cultural influence in China, thanks to American movies, websites and books. The Chinese are comfortable with American-style English. In general, however, expect a warmer reception for messages written in Chinese.

A language difference: conjunction words are traditionally not much used in Chinese. Sentences are short and readers are left to figure out the relation between sentences themselves, which leads to ambiguity. Younger Chinese, however, are beginning to write long English-style sentences with conjunctions, especially when writing in English. To be clear, use words like ‘therefore’, ‘because’, and ‘so’.

Find a good connection before approaching a Chinese business person. Non-Chinese business people are almost certainly best off seeking help for legal and registration issues, and hiring an agent to protect their technology.

Practical tips for email and letters

The proper form of address depends on your relation to the reader. For friends, colleagues, or people you know, first names are acceptable. For someone important or of higher social rank, use Mr or Ms and the last name. Hierarchies must be observed: address those who are higher than you or older in a very self-deprecating and effusively respectful way.

Get to the point of your communication quickly – bottom line on top. But if you know the person or have been writing to him or her, include a brief introductory statement asking how the person is.

For a sales letter, make a brief introduction and then sell your product or service. If you’re writing for informational purposes, go directly to the point, answering or asking questions.

Use straightforward English that is not convoluted: short sentences, clean and precise language. Avoid analogies or anything complex, especially relating to sports that Chinese people don’t play or care about.

To end: ‘I look forward to your reply.’ ‘Best regards’ is accepted.

Mistakes to avoid

When communicating with Chinese business people:

Don’t leave phone messages, they are often not relayed; instead, follow up and try again.

Don’t walk into meetings, negotiations or other situations without a mutual agreement on expectations.

Don’t take gifts you won’t want to repay in kind.

Don’t forget to show respect: know and use all the titles a person holds.

Don’t forget to do your research, know what you want, and go into negotiations with a strategy.

Cultural issues

China’s economy is centrally controlled, and business is in large degree influenced by the state. The government fears too much outside influence and treats non-Chinese companies differently from Chinese companies. But despite strong centralised government, local activity is absolutely thriving. Many local governments act independently to interpret policies and trends in their own ways. However, not everyone on the local level speaks and writes English.

The Chinese are also famous for doing their homework. Expect that when you present yourself for business, everything about you and your organisation is already well known to those you’re negotiating with.

Also critical to understanding Chinese business is the concept of guanxi – a network of far-reaching contacts that can include family members, school friends, colleagues, and more. Network members are under continuous and often lifelong obligation to grant each other favours. As Maneula Zoninsein notes, ‘It’s about relationship networks. Once they know and trust you, you’ll be introduced to the right people.’ If you don’t have a starting point, Zoninsein recommends contacting your country’s embassy for help. For various reasons, a ‘cold’ email to initiate a conversation may or may not be answered, especially if you are not highly placed in a well-known company. Or you obtain meetings, but they may prove to be fruitless. ‘You can meet hundreds of people at a company but get nowhere if you’re not talking to the right one,’ Zoninsein says.

Find a connection to introduce you to the right person. Then spell out your offering clearly and how you imagine you can collaborate, which may not be obvious to your prospect. Show you respect them and their role and that you have done your research.

Many Chinese business people are ambitious and move quickly when they wish to. Typically your presence is required. If you write and the response is, ‘Let’s meet tomorrow,’ be ready to show up, and be on time! Remember that in China, there’s always room for negotiation.

Thanks to the popularity of the Internet and instant messaging, younger business people may use less formal English when writing. Abbreviations like ASAP and pls are used. But always assume you need to be formal and respectful. When an important person holds several titles, use them all.

Contributors: Manuela Zoninsein, CEO, Smart Agriculture Analytics, China-based company that helps companies manoeuver China’s ‘smart agritech’ market; Weng Xunyu, Project Manager, Tany Foundry, Zhejiang, China

Writing to Russia

Russian business people study British English in school, and often read it better than they understand it when spoken. But they are very comfortable with American business practices. They may often appear rude in their communication. In telephone conversations, a Russian may say ‘Speak!’ or ‘I’m listening,’ rather than ‘Hello,’ and may end a telephone conversation with a bang of the receiver.

Their business writing tends to be dry and formal. It may to Western eyes look officious and somewhat discourteous. ‘The polite forms in Russia are much simpler and often the business correspondence style is abrupt and takes the form of an order, rather than request,’ Anna Shevchenko says. Accordingly, expect correspondence to use simplified polite forms – can you rather than could you, for example.

Always take into account Russian bureaucracy, company hierarchy, and general mistrust of non-Russians. Appropriate tone is difficult to balance. Russians find the British too polite and flowery, and Americans too informal. Generally, unless you have a good relationship with the person, write very politely and formally but not to the point where you challenge your reader’s understanding. Not everyone speaks good English, so short sentences and simple language are key. Avoid sounding condescending.

The former Soviet republics, including Georgia, Kazakhstan, Armenia, and Ukraine, are Russian in their business practices but not culturally. While it may be beneficial to use a standard opening in Russian, do not do so if the person may not be an ethnic Russian. He may either not speak Russian, or not want to. When you don’t know, stick to English, says Ilan Greenberg.

Practical tips for email and letters

Email is the accepted way to communicate. Address people you don’t know as Dear Mr or Ms and their last name (not the Russian-style full name of the father, which is considered stodgy). If writing to someone in a government position, a more distinct salutation may be in order, like Your Excellency, for a high-ranking official.

If you’re beginning a business relationship with an email, get to the point immediately. State the reason you’re writing and mention a connection in common when possible. If you have a relationship with the person you’re writing to, begin with some personal information: ‘How is your family?’ or ‘How was your son’s birthday?’ Or you can ask about the person’s health. Expect in turn direct inquiries that may be a bit more personal than you’re used to. But if you’re writing to a higher-up, get to the point and skip such preliminaries.

To end an email or letter, thank the person for her time or mention the next steps in communication. Best wishes is a frequently used close. Sincerely, Thank you, and Best regards are all fine.

Mistakes to avoid

When communicating with Russian business people:

Don’t assume a lack of sophistication among business people in Russia or the former Soviet republics; many are well travelled.

If you’re a woman, don’t expect to be taken seriously unless you make it clear who you are, otherwise a lack of seniority may be assumed.

Don’t use emoticons.

Don’t misspell Russian words if you use them.

Don’t forget to be especially respectful to senior managers.

Don’t relax formality when dealing with government offices.

Cultural issues

‘It always helps to have a connection inside the country and within the industry you’re trying to penetrate,’ Daria Nikitina says. And it’s always best to introduce yourself in person. To follow up a meeting, you can use Skype, and some Russians use it to stay in touch with employees who travel. However, different industries may frown on Skype and choose to communicate primarily by letter.

Although you may find your Russian correspondents rude and abrupt, be carefully polite yourself. Russians are not always good at replying, so if you don’t receive a response, don’t hesitate to send another letter.

Keep in mind that the Russians know a great deal more about you than you know about them. The more frequent their direct contact with British and American business people, the more sophisticated they are in dealing with them. The Russians are generally known for being very tough negotiators with an abrupt style. They want to win, so stay on your toes!

Some younger Russians are moving toward less formality, but this varies according to the company they work for. Government departments in particular remain very formal.

Contributors: Daria Nikitina, Media Specialist; Anna Shevchenko, Managing Director 3CN, cross-cultural risks consultancy; Ilan Greenberg, journalist formerly based in Kazakhstan and professor of foreign relations and writing

Writing to France

British English is valued in France, mostly because of cultural attachment. But the preference is relative. If you have the impression that the French take great pride in their language and would rather be addressed in it, you’re right. As Laura K. Lawless notes:

I cannot stress enough how much better it is to write in French. If you don't speak French, hire a professional translator, through the International Federation of Translators (www.fit-ift.org), for example. Avoid uncertified translators and automatic translators. Poor translations would have a very negative impact on your business dealings.

If you write in English, the guidelines for simplicity apply, but you must gauge your audience. ‘Simple words show authenticity. But in English many of the hard, complicated ones are derived from French, so [the French] understand them. So you need to be not too basic, and not too complicated,’ Jean-Philippe Schmitt says. If you write in French, more elaborate language is preferred.

Write with extreme politeness. Business relationships are very formal in France. The French are accustomed to respecting hierarchy and formal terminology. According to Schmitt, Americans come off as very direct, which the French consider rude. He recommends being ‘less direct and more formal.’

Practical tips for email and letters

Salutations for letters and emails should consist solely of the person’s title, last name or honorific. Never use first names. Write Monsieur Hollande or Monsieur le Directeur rather than Dear Mr Hollande. For women, use Madame Hollande, Madame la Directrice or other appropriate title.

You can appropriately open with some background information about your company, any connection you have in common and/or your expertise, plus the reason you’re writing – what you propose. Keep away from personal matters.

An email can end, Meilleures salutations. To close a letter, you may simply write Sincerely. However, it’s usually best to use a formal closing that is particular to France. These can vary but follow very specific conventions, for example:

Dans l’attente de votre réponse, Monsieur Hollande, je vous prie d’accepter l’assurance de mes salutations distinguées

Note that other French writing formats are similarly demanding. A French résumé or letter of intent has very specific requirements that you must know and follow.

Mistakes to avoid

When communicating with French business people:

Don’t use Cher or Dear in salutations.

Don’t raise personal questions about family or health.

Don’t use humour, which can shock the French as inappropriate to an initial business relationship.

Don’t write carelessly, whether in French or English; pay attention to grammar, spelling, and vocabulary. In French, be sure to find the proper accents on your computer, and use them carefully.

Don’t use smiley faces.

Don’t use contractions, which look colloquial.

Don’t use the familiar word tu if writing in French; always use the formal vous.

Cultural issues

The differences between French and English-speaking cultures comes through in the languages. English is very verbal, direct, and active whereas French is a nominal language. ‘We use a lot of nouns,’ Schmitt says, ‘This makes us very passive. We beat around the bush and don’t like to take responsibility. We use passive and indirect rather than putting ourselves as the actors.’

Thus, sounding direct may offend the French. Using less ‘I’ and ‘we’ constructions can help you appear more professional. Incorporating all the formalities is also recommended. Efficiency and friendliness are not generally valued, but outside business, people who communicate proactively and persistently can overcome the passive tendency of the French.

Cultural aspects make France a tough market for outside business people. The structures are rigid, and French people expect that rigidity to be respected, certainly in the way they write. The challenge is to be civil within the given structure.

Consider regional differences as well. Paris is multicultural but the south of France is more traditional and requires extra conservatism in how you write.

And, bear in mind that the French, like many Europeans, may not see their jobs as their highest life priorities. Indeed, careers may run third after family and personal pursuits.

Contributors: Jean-Philippe Schmitt, CEO, JP Linguistics, a consulting firm for French-American business; Laura K. Lawless, author of Intermediate French For Dummies and the about.com French Language Guide

Writing to Japan

The Japanese prefer American-style-English for business purposes. However, a surprisingly small percentage of Japanese business people have been able to speak or write it. Japanese typically study English in school, but the teaching is academic rather than practical. One recent study showed that only 9 per cent of Japanese professionals had a facility with English.

The Japanese find English difficult, but the main reason for their lack of skill with the language is the insular view of their economy that prevailed until recently. Further, few young Japanese study in English-speaking countries. This situation is changing rapidly, however, and today Japanese industry assigns a new value to learning English and to truly joining the global economy.

Assume limited English skills and observe the guidelines for easy-to-understand writing I cover in Chapter 13: simple short sentences, basic words, and short paragraphs. Avoid colloquialisms, slang, abbreviations, and humour.

Fortunately the Japanese are very accepting of written communication in English and assume email and letters are appropriately written, provided they are clear. However, formality is essential, as is respect for elderly and important people. A Japanese correspondent, or someone you meet in person, may ask questions in order to precisely ‘place’ you in the order of things. You should do the same and research a person’s age, position and standing in the organisation.

Practical tips for email and letters

Use last names with titles – Mr or Ms. – invariably if writing to someone for the first time. The Japanese customarily use honorifics to show respect for important people, often the suffix -san, which may be added to a first or last name. Never add –san to your own name.

Business cards are ritualistically exchanged in Japan, so be sure to bring a generous supply printed in English with Japanese on the reverse side. Treat every card you’re given respectfully, read them carefully, and do not write on them nor put them in a back pocket. Place them gently in a card holder designed for the purpose.

Getting to the point quickly is preferred, so readers do not have to work to understand anything that is unnecessary. Begin by stating your message’s purpose, such as to confirm a decision, suggest an idea, or present a report. Introduce yourself and any relationship with the recipient. Take care to write logically as well as clearly. To close, remind your reader of what you expect in reply,

End emails with Best wishes or Sincerely yours. Regards is often used for letters.

Mistakes to avoid

When communicating with Japanese business people:

Don’t forget, ever, to acknowledge age and hierarchy in dealing with the Japanese.

Don’t embarrass anyone or criticise them publicly, causing them to lose face.

Don’t expect even important business people to speak or write English.

Don’t express emotions; the Japanese feel them too, but restrain from communicating them.

Don’t be surprised if you hear a lot of apologies, which people in this culture often express.

Don’t forget to bone up on Japanese rituals, such as presenting business cards when you appear in person.

Cultural issues

For the Japanese, core values centre on pride, honour, trustworthiness, self-image, and being respected by others. Groups are owed paramount loyalty. Decisions are typically by consensus of all concerned parties.

The Japanese, and thus their language, value subtlety and ambiguity, rather than the directness that characterises American-English. They leave much unsaid and open to interpretation. They view truth as more relative, often involving group considerations.

Expressing ‘yes’ and ‘no’ is complicated in Japanese. In conversation, non-Japanese assume that when someone nods his heads and even says the word for ‘yes’ it means agreement, when these gestures are often only respectful signs that the person who nods is listening. The Japanese are highly aware of body language and non-verbal signals.

In both writing and in person, the Japanese avoid saying ‘no’ directly. If you receive a response such as ‘We’ll think about it’ or ‘We’re interested, but the summer is not a good time,’ you are being let down gently and are expected to understand that. In cases where you are the one saying no, be equally circumspect so as not to hurt the person’s feelings. Aim to ask open-ended questions rather than those geared to producing a ‘yes’ or ‘no.’

The Japanese require that relationships and mutual understanding be built before transacting business. They must first trust you. Their aim is to conclude with a win-win, rather than conquering an opponent, and to assume the relationship will be long-term. And, they are well-disposed to an outsider who writes with an appreciation of Japanese culture, showing an effort to understand it.

Contributor: Kaz Amemiya, corporate communications consultant, Cross-Media Communications, Inc., Tokyo

Writing to India

English is the second language of India, which is fortunate because more than a dozen different Indian languages are spoken there. Style is strongly British in both speaking and writing. Communication with American companies has produced some acceptance of American style.

Commentators agreed with the six basic rules but noted that contractions are fine, and that the individual reader must be taken into account when deciding on whether to use only basic words. Using basic language when writing to the chairman of a company, for example, can lead to him underestimating you or feeling underestimated himself. At the same time, other non-English officers in the same company may not understand high English properly. ‘One has to use more meaningful words at times. Language has to be impressive when writing to business houses, which does not mean the use of difficult words but conveying the message vividly,’ Sewa Singh says.

Practical tips for email and letters

Email and letters are good channels to begin and maintain relationships. Aim for clear communication without ambiguities.

When writing to someone you don’t yet know, balance getting to the point with a formal/friendly greeting such as, Hope all’s well with you or Thanks for the prompt reply or This is with reference to. If the relationship is a continuing one, you may go straight to the point.

When writing to top-level Indian people, address the person according to his status. Business people expect signs of respect. Use the surname unless you have already established a degree of informality. For a higher ranking person, you can use Respected or another honorific instead of Dear or Mr. Try to address your letter only to the concerned person so its importance is not diluted, and generally don’t write to higher-ranking people than the one you want to deal with unless you must.

With a new acquaintance, introduce yourself with some concise background before getting to the point. One suggestion: break communication into three parts – background and facts, issues, and what is required from the recipient.

Important people do not want to waste time reading long letters, so make your specific requirement very clear.

Emails and letters may end as appropriate: Looking forward to hearing from you or We look forward to a long and fruitful relationship with you. The usual closings work: Thanks, Regards, Sincerely, Faithfully, or a variant.

Reply promptly to every email with a statement like, Thanks for your email. I will attend to it shortly. Send your full response as soon as is practical.

Mistakes to avoid

When communicating with Indian business people:

Don’t use slang.

Don’t make grammatical mistakes. Indians pride themselves on being strict about grammar.

Don’t deviate from the content with irrelevant material.

Don’t combine two issues in one letter.

Don’t use first names if you don’t know the people well, especially if they hold senior positions.

Cultural issues

Every community has different customs and culture, so the safe approach is to keep the tone absolutely businesslike, unless you already share a degree of informality with the person and are knowledgeable about the community. Some of the well-established business communities like the Marwari, Gujaratis, and Sindhis for example, have specific social practices. Some reading about the historical background of the community you’re dealing with can help cement a long-term business relationship.

Younger people tend to be less formal with each other, but not necessarily with outsiders. Approach all new contacts conservatively.

Contributors: Sewa Singh, Narangwal, Punjab

Parthiv R. Kamdar, Deloitte, Mumbai

Writing to Mexico

Mexico boasts a thriving competitive economy, low unemployment and a large, growing middle class, making it a great market and resource for many companies. English is widely spoken, often well. High school students are required to be proficient, and moreover, many Mexican business people are highly educated and may have studied in the US.

Nevertheless, English-speaking business people may choose to write in Spanish via a translator or online translation, which needs careful review. Alternatively, using Mexican-style openings and closings is appreciated. Whichever language you write in, keep your style formal.

‘Don’t use slang and funny sayings they won’t get,’ Sandro Piancone says. ‘They learn standard English in school and won’t understand.’ Keep paragraphs short, two or three sentences, to make documents easier to read.

Sending business letters by the postal service is not a good idea. Mail can take a month to arrive, or may never arrive at all. Federal Express or other commercial international shipping system works better; faxing is also an option. Email works, but responses may take two or three days. Most Mexican business people are not ‘24/7 plugged in, sitting by their email, and they don’t all have Blackberries or smart phones,’ Piancone says. ‘Make a phone call after you send an email to check if your recipient has received it’

Practical tips for email and letters

Write dates in the British style – day, month, year. Do not use first names. Remain formal until the other person uses your first name, in which case you may respond in turn.

Address people by their last names with a title. If you are fairly sure the person went to college, Lic. (for Licenciado) is appropriate for both men and women, as in Lic. Lopez. Other titles may be appropriate, such as Ing., for an engineer. A full salutation can read, Estimado Lic. Alvarez.

You can also simply say, Sr. Alvarez (for a man) or “Sra.” for a woman, without preceding these words with “Dear.”

Be meticulous about spelling the company’s name correctly. Mexicans take particular offence when you don’t.

If you know the person, you can begin with cordial remarks asking about their children or the weather. But get to the point faster when you’re writing to people you don’t know. If you have a contact or common acquaintance, say so immediately. After a solid relationship is in place, you may find that correspondence devotes more space to reaffirming connections and common interests than the business at hand.

Closing in Spanish shows you’re trying. One way: Sin mas por el momento, le envoi un cordial saludo. (Without more for the moment, I send you best regards). Or, just say Atentamente, equivalent to Sincerely.

Mistakes to avoid

When communicating with Mexican business people:

Don’t be impatient for results; Mexicans work in a slower timeframe.

Don’t try to negotiate complicated systems of tax and labour law without help.

Don’t criticise Mexican business people in public, which undermines their honour and dignity.

Don’t write sloppy correspondence; Mexicans pride themselves on eloquent use of language.

Cultural issues

Mexicans take rank and hierarchy very seriously, so be sensitive to status. Social and personal relationships are paramount. A Mexican saying translates, ‘Without trust there can be no business.’ They trust their family and connections, and you must demonstrate that they can trust you as well. Building trust usually takes time and your in-person presence. Mexicans are very proud of their heritage; they appreciate when you show an interest in their culture.

Doing business in Mexico also takes a connection. Find starting points through lawyers, banks, business associations, trade groups, or a consultant dedicated to helping manoeuver the Mexican systems.

Like the Japanese, Mexicans dislike saying ‘no’ directly. So watch for nuanced rejections.

Contributor: Sandro Piancone, author of Discover the Secret Treasure Map to Selling Your Products in Mexico, and CEO of Mexico Sales Made Easy.

Writing to Germany

German companies and individuals may be more familiar with either British or American English, depending on their particular experience. Either way, the key guideline is formal. Never address anyone over age 16 by their first name. Germans are very respectful of hierarchy, so take scrupulous care to find out all the titles the person can claim – including academic – and use them all.

Avoid spelling and grammatical errors, which identify you as unprofessional. Germans may also take what you write or say more literally than intended. If you ask a German colleague how he is doing, for example either in writing or in person, he’ll tell you. ‘If you ask the question, you should wait and listen for an answer, not just skip on to the next topic. This will be viewed as rude,’ Leesha Austin-Buehlmann says.

Recognise that Germans tend to be more reserved than Americans or British. They also tend to be well-educated, and well-informed about international matters and current events, and conduct such discussions both in business and personal settings. They may ask you for your opinions – especially about politics in your own country.

German is spoken in Austria and parts of Switzerland, and the business cultures are similar to Germany’s. In fact, Austria is considered even more formal in style.

Practical tips for email and letters

Give all emails good pertinent subject lines. You can address Dear Mr Mueller or Dear Ms Mueller, but must know any academic distinctions and credentials. Dear Dr Mueller is better if true, and if the doctor is also a professor, Dear Professor Dr Mueller.

Get down to business right away unless you know the person well. Write formally and correctly. Keep emails short and simple, focusing on no more than two or three points. Avoid emails that have no greetings and sound like you’re issuing an order: Johann, can you send me the monthly report?– Mike

Generally, business letters should also move quickly to the point while being carefully polite. Keep them straightforward and simple. A suitable close can be Best Regards or Kind Regards.

Provide complete contact information. Note that by law, communications from German organisations include a detailed email signature with information about the company managing board, registered offices, and more.

Opinion is mixed on whether it’s a good idea to include some German phraseology. Generally, err on the side of safety and stick to English.

Mistakes to avoid

When communicating with German business people:

Don’t use slang, idioms, in-company terms, or lingo.

Don’t use smiley faces or other emoticons.

If you’re including German words in the text, find the correct special character letters on your computer.

Don’t use humour at anyone else’s expense.

Don’t use the familiar for you, du, if writing in German; use the formal sie.

Cultural issues

Germans tend to be more averse to risk than Americans and British and value thoroughness, accuracy, and planning. ‘They approach tasks/projects with the view that all possibilities should be carefully thought through and analysed before jumping in and moving forward,’ Leesha Austin-Buehlmann says.

Germans at times think that North Americans especially want to launch projects without planning effectively and fully thinking through potential consequences. They also criticise them for not carefully reading messages and documents, and in their eagerness for action, not listening to the problems and concerns voiced by European colleagues.

Germans also are put off by North American business people who appear to believe that Europe is a single country.

In general, younger people in Germany are becoming more informal in their communications style, but a very conservative approach remains best.

Contributors: Leesha Austin-Buehlmann, American marketing communications professional living and working in Germany; Jim Holtje, corporate communications professional with international experience; Wendy Foster, author, co-author of multiple German For Dummies books, teacher of German, French and ESL

Writing to Brazil

Brazil is a huge country with a multi-faceted culture that pulls its diverse peoples together, but the middle class that runs the business world is small and relatively concentrated, though growing. As a result everyone knows everyone, and personal relationships are crucially important. You need to make contact gracefully, maintain relationships, and understand expectations and attitude.

In order to do this, you must be on the scene. Write a brief letter saying that you’re coming to Sao Paulo, for example, establish why you’re contacting the person, what you want, and definitely anything in common you can find. A vague general exploratory conversation doesn’t work. People make plans more spontaneously, so trying to set a meeting up weeks in advance may not work. Neither does showing up on someone’s doorstep.

You’re likely to find Brazilians polite, warm and friendly but they’re also very shrewd in evaluating your potential value. Brazilians themselves have an acute consciousness of class and more subtly, race. They are keyed in to status markers like where someone went to school and brands. They have their own elaborate system that gives them a social map of their own networks.

To find a place in that network, do your homework and look for a contact. Don’t expect to transact business quickly. Quick deals do not happen. Work on the relationship and keep building it.

Practical tips for email and letters

Brazilians see no meaningful distinction between British and American writing styles. Email is a widely accepted means of communication. The post office works, but not quickly.

People generally prefer getting straight to the point unless a relationship has already been established. Polite, clear and direct are fine, but Mariana Esteves notes that ‘pragmatism and straightforward writing can sound like giving orders.’ She recommends using softer language.

For a letter, opening and closing phrases in Portuguese are usually welcome. Prezado is equivalent to Dear, as in Prezado Sr. (or Sra.) Silva.

When reaching out to a large Brazilian business present mutual advantage early. Try to open with a compliment that relates to the person’s work. If you’re introducing yourself because you want to import children’s clothing, for example, you can say ‘I saw beautiful examples of your work in XXX and would like to talk to you about importing them to my store in London. I’m arriving on YYY. . . . ’ Or, ‘I hear you are the top company in Brazil for . . . .’

A cold call letter may or may not succeed. Look for connections. ‘The content of a letter is less important than how you established the contact – who introduces you and how,’ Leni Silverstein says. Reference your contact or anything else you have in common immediately.

To begin a dialogue with writing, have the material or prospectus translated into Portuguese and attach it to your letter.

A formal ending may be Desde ja agrudeco (Thanking you in advance), and finally, Atenciosamente (Yours sincerely). If you write anything in Portuguese be sure to use the proper accent marks.

Mistakes to avoid

When communicating with Brazilian business people:

Read between the lines: Brazilians dislike saying ‘no’ directly, so be on the alert.

Don’t expect speedy action with business formalities like registration; Brazilian law is cumbersome, inefficient and time-consuming.

Take care in telling someone the people you already talked to because the person may be ‘out of network’ and not a friend.

Don’t make jokes when writing or speaking; Brazilians love humour but their jokes are often risqué.

Cultural issues

Business and networking in Brazil blends personal relations. ‘Networking is more about having a beer and talking about sports and general subjects than going straight to the point,’ Mariana Esteves says. ‘Relationships have to be built and then business will grow, but not before that.’

The younger generation is more casual than the older ones in some ways, but you should still conduct business formally.

Leni Silverstein suggests two courtesies that can help in Brazil – or any country foreign to you:

Get a mobile phone with a Brazilian telephone number, so you have a local number.

If you are comfortable reading Portuguese (or another language), you may write in English and invite the other person to respond in his or her own language, a gesture that is highly appreciated.

Contributors: Leni Silverstein, Anthropology PhD and independent consultant with Strategies for Development, a non-profit engaged in international gender and women’s health issues; Mariana Esteves, International Relations Consultant affiliated with US-Brazil Connect, which brings together Brazilian and American students.