Country Spotlight: Brazil

In Brazil, doing business is essentially another form of social interaction. Deals are won and lost upon the strength of relationships and the ability to nurture a sense of chemistry. When first starting out, it’s important to work through a local contact, a “despachante,” who has the ability to introduce you to the right people, set up meetings and deal with paperwork. Ask your corporate communications department for help in finding one.

Brazilians are essentially looking for two things: someone they like and trust, and someone who is competent in business. It’s important to build a strong relationship first, which will then naturally lead to trust. You must invest time in getting to know people on a personal level, in order to allow for open and honest discussions in business.

Brazilians like to take their time when it comes to closing deals, so don't expect business deals to be rushed. “Getting straight down to business” can be seen as offensive, even aggressive. Indulge in small talk, whether it’s asking about their children or chatting about the latest news or futbol (soccer) results. Don't be surprised if you are asked seemingly personal questions, as this is part of the getting-to-know-you process. Reciprocate such questions and show an interest in their lives and background.

The same goes when calling someone on the phone: chat first, talk business second. Don't sound like you're so pressed for time that you don't have time to be social. You're likely not to hear from them again if you do.

Also, the American custom of using first names in the workplace is disconcerting to Brazilians, who are accustomed to very defined ways of addressing each other according to social status, age, rank and position. Use formal names, when possible: Senhor Silva (Mr. Silva) or Senhora Silva (Mrs. Silva).

And don’t be surprised if meetings start and run late. While Americans are used to rigid schedules, the concept of punctuality is very different in Brazil. In general, when scheduling meetings, allow for some degree of tardiness.

Appearance is important to Brazilians. They are very fashion-conscious and follow European styles. Women can either wear a stylish business suit or a dress with a jacket. Sandals are OK, and panty hose is optional. Men should invest in the best suit they can afford, with a European design and cut and a good-looking silk tie. Do not wear a tie with a short-sleeved shirt – it screams “tourist.” Likewise, avoid undershirts, white socks or socks with sandals. Also, make sure you have a good haircut and look well-groomed, including your fingernails.

Also, do not wear green and yellow together: those are the colors of the Brazilian flag, and are not appropriate for clothing, unless you’re going to a “futbol” game.

Fun fact: The American hand symbol for OK (holding your index finger to your thumb while keeping the other three fingers straight) is obscene in Brazil. Instead, use the "thumbs up" sign.

Sources:
Brazil Business Etiquette
Brazilian-American Chamber of Commerce
Kwintessential Cross-Cultural Solutions
Maria-Brazil.org