My work has allowed me to live with people of different nationalities, cultures and philosophies. Based on personal experiences, I am sure enough to describe the customs and behaviors of different nationalities in the field of business. In this article I am going to talk about the Brazilian culture and the aspects to consider when negotiating or simply living with Brazilians in a workplace. Despite the fact that Brazilians have a behavior similar to that of Latin Americans in general, there are a few differences when it comes to communicating and interacting. Here is a summary of the most important points to take into account when doing business in Brazil:
Emotions:
Generally speaking, Brazilians are very friendly, caring and enthusiastic. Even in business, they continue to show positive emotions, both to persuade their interlocutors and to express approval of others' proposals. When interacting with Brazilians, it is important to receive them with a friendly smile. Positive emotions and humor (except irony, which is not always understood in Brazil) are welcome during interaction with Brazilians.
Body language:
The vast majority of Brazilians have very happy body language. This serves as an important means of non-verbal communication. Through it, messages complementary to the conversation are communicated.
At the same time, Brazilians maintain less distance from their interlocutors, unlike Americans or Germans, for example. As in most Latin American cultures, men who have a good relationship often greet each other with a hug; the same with the women and the kiss greeting on the cheek.
Indirect communication:
In general terms, Brazilians tend not to express negative messages directly. A direct "no", as is normal in many European countries, in Brazil is almost never heard. The Brazilian prefers to formulate negative messages in a more “ornate” way. The same happens with criticism: it tends to be expressed indirectly, in a "soft" way, so that the interlocutor does not feel offended or attacked. That is why it is important to “make up” criticism or rejection with discreet and friendly overtones.
Orientation to personal relationships:
In Brazil, business is done between people, not between companies. In other words, Brazilians rely less on formal instruments such as contracts. Before closing a business, your Brazilian counterpart will try to organize several meetings, which will serve to get to know each other and to build a relationship of trust. Brazilians do not usually “get to the point” at a business meeting, but rather spend time in trivial talks, better known as “small talk”. The most common themes in Brazil are family, soccer (the national sport) or the natural beauty of the country. At business lunches you start talking about the main topic until after the main course.
Be open and communicative; Show interest in your interlocutor and take time to get to know the person on a personal level.
Hierarchies:
Curiously, in Brazil much importance is given to hierarchies; even more than European countries like Germany, for example. In working meetings, it is recommended that the parties leading the negotiation have comparable hierarchical positions. The leadership style in a Brazilian company is normally centralized and the ability to make decisions is rarely delegated. Executives who perform jobs that correspond to people "below their hierarchy" - regardless of whether it is by good will or simply willingness to help - lose prestige in the eyes of other Brazilian executives.
Time and planning:
Brazilians frequently plan and work on several projects in parallel. Appointments are frequently rescheduled when something important comes up. In the Brazilian business world, it is essential to know how to react flexibly to changes and improvise in cases of unforeseen events.
Combination of scopes:
A good personal relationship between work colleagues is very important in Brazil and is key to a successful collaboration. Brazilians tend to talk about personal issues at work (for example, family or hobbies). They organize private events between colleagues and, on many occasions, colleagues become friends. A strict division between work and private life, as is common in many countries, in Brazil is not very well seen. So, if you are going to work in a team with Brazilians and want to make a good impression, get involved in personal issues and access invitations outside of working hours.
In international business, it is key to have a good relationship with those people with whom you interact. When it comes to people of different nationalities, it is important to invest time to better understand their customs and culture, with the aim of establishing a stronger and more intimate bond, which serves as a basis for developing and carrying out projects successfully.
