By Ludmila (Mila) Rusakova Golovine
The country of France is essentially the size of the state of Texas; however, it boasts economic power far beyond the size of its geography. France has the fifth largest economy in the world and has been a driving factor for the formation of the European Union. Currently, there are more Global Fortune 500 companies headquartered in Paris than in New York, Beijing, London, or Munich. Thus, France is a very attractive place to do business. Nevertheless, as in any culture, certain norms must be observed in order to be successful there.
Language is a very important issue to the French. It would be difficult to find a culture that takes more pride in its language. Until the 20th Century, French served as the language of diplomacy and nobility. It was also the language of the great literary works of Molière, the political discourses of Montesquieu and Rousseau, and the poetry of Victor Hugo. The French are quite aware of the rich legacy of their language and view it as their gift to the world. Consequently, they place a high value on the ability to speak it.
If you do speak French, you will be highly regarded by the people. If you do not, it is customary upon your initial introduction to apologize for your lack of knowledge. Regardless, it would be a good idea to learn a few useful phrases. This act will impress upon your French counterpart that you respect the language and that you made the extra effort to learn some of it. The English language is widely taught in France and most businesspeople who work in an international setting do speak it. That said, it is advisable that you find out whether or not you will need an interpreter before your meeting.
Appearance means a lot to the French. In attire, they are very reserved, tending to opt for darker, more neutral colors. Men will typically wear dark suits. Bear in mind that French businessmen tend to leave their jackets on during meetings and do not loosen their ties, so you should do likewise. Businesswomen should also dress conservatively and avoid flashy colors. Excessive jewelry should be avoided as well, as it is negatively viewed.
The French also highly value proper behavior and etiquette. Upon your initial meeting with your French counterpart, it is customary to shake hands briefly and make short eye contact. In France, when women greet men, both people usually kiss both cheeks. This is called the “bise.” In the case of foreigners, it is sometimes not done; but if your French counterpart is a woman and she instinctively greets you with kisses on both cheeks, do not be offended. It is merely customary. Gift-giving is not mandatory but it is acceptable. Should you opt to give a gift, make sure that it is a book or some type of music. Intellectual pursuits are highly valued in the French culture. When you are involved in a negotiation, try not to lecture. The French believe that Americans speak this way, so give them plenty of opportunity to interject. Also, please keep the volume of your voice in check. In France, Americans have the reputation of being overly loud and boisterous. This view, no doubt, comes from experience with tourists. Therefore, speak in a calm and professional manner and you will be able to break this stereotype. Avoid over-friendly behavior as the French are quite reserved. Once they get to know you better, they will open up more.
Although business cards are not mandatory, it is preferable at some point to present your French representative with your business card. Please have the reverse side translated into French as a courtesy. This action will impress your counterpart. In addition, when negotiating and concluding agreements, make sure that they are translated into French for your counterpart’s convenience. It is always much easier to conduct business when both sides are on the same page in their respective languages. Moreover, providing translations will show your appreciation of their language and your eagerness to do business with them.
The word cuisine is derived from French. The people pride themselves on their style of food and this crosses over into business. Very often, they like to schedule business lunches or dinners. If you are invited to one of these, please note that it is better if you let your French counterpart begin talking about business first. Depending on the person, some will prefer to leave work at the office while others will not.
If you must discuss business at a meal, it is best to wait until the dessert course. In addition, due to the number of courses and the fact that meals are a social occasion, dinners tend to last much later in the evening than in most other cultures. Therefore, you must exercise patience and adapt to the situation accordingly. It is also a good idea not to schedule an early morning meeting the following day as you may need a little extra time to recover from the later evening.
While it is true that the French culture is not too far removed from the American culture, there are subtle differences that cannot be ignored. If you do not take the time to learn them and display cultural awareness, you will not be able to do business à la française.
As a graduate of the Wolff Center for Entrepreneurship at the University of Houston, Ludmila (Mila) Rusakova Golovine, Founder, CEO, and President of MasterWord Services, Inc., started her company with a vision of seamlessly connecting people across any language, any time, and any culture. She understands the complexities of the global marketplace and excels at providing language solutions based on creative thinking and strategic planning. Mila can be reached by email at mgolovine@masterword.com, by phone at 281-589-0810, or visit her website at www.masterword.com.
