Working with Spaniards / Doing business with Spaniards. - Create an awareness of the cultural differences. - Explain what you can expect when meeting and working with Spaniards. - Reduce communication issues.

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AGENDA: Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Working with Spaniards
Doing business with SpaniardsMeet Spain
- Patrick Tahiri -

2. Goals
Create an awareness of the cultural differences
Explain what you can expect when meeting and
working with Spaniards
Reduce communication issues
Tahiri.no
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

3. Key facts
Capital Madrid
Geography
Western Europe
Border with France, Portugal and
Morocco
Politic
Parliamentary constitutional monarchy
- EU & NATO Member -
Climate
Mainly Mediterranean climate
(semi-arid climate, oceanic climate)
Population 46 million
Language
Mainly Spanish (Castellano),
Catalan, Galician, Basque
Religion Mainly Catholic
Currency Euro €
Time CET – Madrid/Malaga, Oslo, Paris
Spain – at a glance
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Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

4. Pride & Honor
Mañana
Religion
Friends & Acquaintances
Living for the moment
Manners
Egotism
Family
Tolerance & Prejudice
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Values and Attitudes
System
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

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Family– Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
All-important – family ties are very strong.
Elderly are respected and taken care of.
In some cases three generations still live together.
In general family members still live near each other and maintain contact.
Keep their personal lives to themselves.
Young people do not usually leave home before getting married.

6. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Proud of their region and of their lifestyle.
Family pride and honor have always been very important.
Machismo.

7. Tahiri.no
Family – Pride & Honor – Manners– Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Quite formal until they are introduced. After that, the rules are relaxed.
Women greet each other and men with a kiss on both cheeks.
Men shake hands and they hug close friends.
Spaniards are generally very tactile people.
Can be very direct once they get to know you. They think it, so they’ say it.

8. Tahiri.no
Family – Pride & Honor – Manners – Mañana– Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Tomorrow.
Synonym for “sometime” – which is not necessarily’ the next day.
Things will often happen later than predicted.
Hard to say no. Promise to do something rather than disappoint you.
Never tell a your real deadline. Exaggerate urgency.

9. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
One of the friendliest places to visit in Europe.
Spaniards have many acquaintances, but few friends.
Love talking and do not hide their emotions.
You mustn’t be alone.
Mi casa es tu casa.

10. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Considered tolerant.
Heated arguments but does not affect their friendship.
Usually kind and courteous to the foreigners.
Discrimination.

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Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism– System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Little civic spirit.
However strong public conscience.
Do not like joining organizations. Unless sport.
Suspicious of people.

12. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System– Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Government and the civil service seen as the enemy.
Difference between rich and poor has been maintained by those who govern.
Taxes not for the benefit of the country, but for the government.
Many cases of corrupt politicians who have misused their public position.
It is almost expected.

13. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Confident, open individuals.
Great enthusiasm and energy for life, and for living every moment.
Who cares about tomorrow? Now is important.
Tend to shout. Everyone wants his or her opinion to be heard
Spaniards feel uneasy with silence.

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Cost & Standards of Living
Daily Routine Schools and Education
Struggling middle-class
Relatively low performance of health care
and pension systems
Women – Child care – Kitchen work – household
Many young people continue to live with their
parents after graduation
Office hours: 09:00 – 19:00
Lunch: 13:00 ~ 14:00
Preferably hot food
Inexpensive compared to USA/Europe
People cook from scratch
Number of people living below the poverty line has risen up
Low salaries
Current inflation ~ 7%
Food shopping – Budget
Free state education
Strong and high-level education system
Madrid/Barcelona expensive
Very high literacy rate ~ 99.7%
Unemployment rate ~ 23.6%
Daily Life
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
No siesta!
Diner ~ 21:00
Education is very important
Many students has to work as they study
Eating out

15. Business Style
Appointments
Flexibility
Meetings
Presentations
Women in Business
Communication Style
Business Relationship
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Business Briefing
Business Entertaining
Planning & Control
Company Behavior
Gift Giving
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

16. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Appearance is important.
Generally quite informal and relaxed – but first meetings are formal.
Symbols of wealth – take great pride in their possessions – quality and taste.
Personal Relationship based on trust.
Spanish business is multitasking.
Don’t be confidently aggressive or self-assured.
Pride in their personal qualities and honor > their business technical excellence.
Chat out of office & cup of coffee > 100 exchange of emails.
Lunch – tend to mix with people at same level. Bosses at restaurants with customers.

17. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Importance of personal relationships!
First earn the trust by establishing personal relationship.
Social invitation should be regarded as an investment in a trusting relationship.
Social relationship with business partners extends to family/friends favors.
Pride/Macho image: concept of honor and of not losing dignity – Crucial in business.
Dignity must always be maintained – respect and honor.
Spanish business partners are men and women of their word.
Business partner – Spanish agent! Your eyes and ear. Choose such contacts wisely.

18. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Despite traditional Spanish macho image: many women in middle/senior
management positions.
Previous generation men still reluctant to receive instructions from women.
Totally different regarding new generations.
Businesswomen expect a completely professional attitude from the men.
Lunch or dinner invitation will be considered as part of the business relationship.

19. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Offices tend to work a forty-hour a week.
9AM to 1 or 2PM and then from 3PM to 6 or 7PM or even later.
Two hours or more for lunch.
Deals are often agreed upon in principle over lunch or dinner.
People may take a four-day weekend over public holidays.
In July and August, most people away on vacation – working hours may change.

20. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Not always dedicated listeners.
May be less concerned with content than with style and appearance.
Observe your physical characteristics and your mannerisms.
Observe your willingness to participate in socializing events that will follow.
Keep it short! Use a few imaginative phrases that people will remember.

21. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Spanish businessperson, have agenda and timetables – but they are flexible.
Often means that planning and projects may progress at a slower rate than you
would expect or like.
Immense importance of networking – Achieve things through personal contact.
Essentially multitasking, juggling a number of things and reacting to the most
important or urgent requirement.
Your personal relationship may make you the most important personal requirement.
You too, will be expected to be flexible.

22. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Some lack of punctuality.
Although you should be punctual yourself, do not be annoyed or discouraged if
you are kept waiting for fifteen, even thirty minutes.
Keep in mind the normal business working hours.
holiday periods: reduced hours, some offices closed.
Avoid scheduling appointments around Easter or Christmas.

23. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
 Traditional function: either to get to know customers, or to communicate instructions.
 Might not have an agenda. Flows as a conversation – Topics are raised under discussion.
 Final decision will always remain with the boss.
 Begin meeting with long speech: establish their own status and qualifications as well as to outline
their aims. Followed by an equally long response from the other side.
 Honor demands that a Spanish boss should not be contradicted in public.
 “Compliant” foreigner may well gain concessions in a more relaxed atmosphere over lunch or dinner.
 Might not have action points or follow-ups.
 Spanish managers are quite individualistic – use a meeting to score personal points.
 Expressive style and negotiations can be loud, with frequent interruptions.
 People called in at short notice to contribute to the negotiation.
 Important not to be upset by conversational overlap, which is not felt to be rude in Spain.
 Negotiations (often lengthy) depend on intuition and thinking rather than careful preparation.

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Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Relaxed and friendly.
Human touch.
E-mail: more loquacious and warm than we might be used.
E-mail: always begin with “Dear/Hi” and end with “Regards/Best regards”.
Phone: remember the human side.

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Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Might be based on business sense and intuition rather than on systematic data.
Impatient – more concerned about that things happens than planning/method.
Schedules, budgets, and forecasts might be rough guides only.
Delivery dates should not be taken literally.
Everything must be done by personal negotiation.
Don’t wait for the deadline to pass and then call up to check deliveries.
Inspect, not expect.

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Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Be prepared to spend some time outside the office – Build/Maintain good relations.
Building and maintain good relations.
Business entertaining usually takes place in restaurants.
Going out to dinner as late as 10 PM. and finishing at 2AM.
Weekend socializing can go on far later.
“Protocol”: wait until coffee at the end before bringing up business.
Whoever has invited pays the bill.
If you have been invited, you should return it at a later date.
Choose a good restaurant.
Good personal relationship – meet & greet: make them feel that they know you!

27. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Gifts are not usually given at a first meeting.
Sign of willingness to establish the relationship.
May also be given at the conclusion of successful negotiations.
If you receive a gift, you should open it immediately.
Wine, liquor, chocolate, local craft, home region specialties.
Do not give anything too extravagant
Only give a gift advertising your company name if it is discreet and tasteful.

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Gracias !
Questions ?
Food
Social
Proud
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Passionate
Spontaneous
Generous
Energy
Relaxed
Friendliness
Enjoy life
FamilyHospitality