By Ludmila (Mila) Rusakova Golovine
Brazil is one of the fastest rising economies in the world. This fact should in no way be surprising. The country has abundant natural resources and more are being discovered. It has the second largest industrial sector in the Americas. Fifty percent of its population is under the age of twenty, making it vibrant and innovative. It has even been predicted that in the coming decades Brazil will be one of the top five economies in the world. Therefore, this country is definitely a place of tremendous business opportunity. Nevertheless, cultural preparation will be necessary for anyone wishing to do business there.
While all cultures value relationships, it is important to understand that in Brazil relationships are given more emphasis in the business sphere than in the U.S. As with many cultures, Brazilians deal with people, not companies. They like to get to know a person before doing business with them. Because of this, you should never change your negotiating team unless absolutely necessary since this will cause everyone to have to start over from the beginning. Brazilians tend to prefer face-to-face meetings as opposed to written or phone communication and almost every important decision will be given in person. Also, Brazilians prefer to work with locals. Therefore, if you are doing business in Brazil and need an interpreter or a lawyer, it is preferable to use a local one. This action will be viewed favorably by your counterpart. In addition, nepotism is quite widespread and does not carry a negative connotation. Relationships and connections are just the natural way business is done in Brazil.
When dealing with Brazilians please bear in mind that the concept of time is not the same as that in the U.S. Put simply, Brazilians like to take their time. They view it as something that they do not really have control over. This fact is reflected in their behavior. A two-hour lunch break is quite common in Brazil. Also, punctuality is not considered terribly important. In cities like Rio de Janeiro, it is acceptable to arrive late to meetings. The exception to this rule would be in the cities of Brasilia and Sao Paolo. In those two cities, punctuality is highly valued. Regardless, it is always better to be on time and wait then to be late and possibly offend. The important point is not to be offended if your Brazilian counterpart shows up late. The person is not being insulting but merely doing business as usual.
As a rule, any meeting should be scheduled at least two weeks in advance and reconfirmed two days prior to the meeting. Also, between 10 am to noon and 3 to 5pm are the best times to schedule appointments. As previously stated, Brazilians usually take a longer lunch than Americans. Therefore, it is not recommended that you schedule anything around lunchtime. Please note that it is quite common in Brazil for meetings to be cancelled at the last minute. Should this happen, please take it in stride and do not become offended. If you appear frustrated this will reflect badly on you.
When negotiating, your behavior and appearance will be extremely important. Typical business dress is conservative with men wearing dark suits and women wearing dresses or jackets and skirt. Excessive jewelry should be avoided as well. Upon meeting your Brazilian counterpart, it is customary to give him a firm handshake and maintain eye contact. If your counterpart is a woman it is preferable wait for her to extend her hand for the handshake. As previously stated, the Brazilian representatives will want to get to know you first so the initial meeting may not have much to do with the business. It is extremely important not to rush the process. Wait for your counterpart to begin discussing the business venture. This action will indicate that you have been judged acceptable to work with. Meetings are conducted in a fairly informal manner. If someone has something to say they normally just speak up. Do not be offended by interruptions when speaking as Brazilians have a tendency to do this and it is in no way meant negatively. At some point during the meeting you will need to distribute business cards to everyone present at the meeting. Your business card should be translated into Brazilian Portuguese on the back. Please note that the Portuguese used in Brazil is different from that used elsewhere in the world, so it is best to specify that when you are having your card translated. When handing out your card, please ensure that the Portuguese side is facing up. It more respectful this way and will be viewed favorably. Upon leaving, be sure to shake everyone’s hand again as a sign of respect.
The enormity of Brazil and the complexity of its culture can seem overwhelming. Nevertheless this should not discourage you from doing business there. Brazilians are a friendly people and are keen to collaborate with the international community. Together, we can ensure that everyone prospers and benefits from the rise of Brazil.
Ludmila (Mila) Rusakova Golovine, Founder, CEO and President, MasterWord Services, Inc., can be reached at mgolovine@masterword.com or 281-589-0810 or via www.masterword.com .
Biography of Ludmila (Mila) Rusakova Golovine
Founder, CEO and President of MasterWord Services, Inc.
As a graduate of the Wolff Center for Entrepreneurship at the University of Houston, Mila started her company with a vision of seamlessly connecting people across any language, any time, any culture so she understands the complexities of the global marketplace and excels at providing language solutions based on creative thinking and strategic planning.
