Doing Business

When Christopher Columbus landed in the Americas in 1492, he brought with him thousands of years of European traditions. In the next few hundred years, because of the Spanish influence, the business climate in South America would prove to be distinctively European. If you're accustomed to doing business in North America or Europe, you'll find that the culture in South America is very similar. However, there are some minor differences. Here are some tips to help you feel like a local.

Greetings, Gestures & Social Interaction

South Americans are very affectionate. In most countries, they greet acquaintances with at least one kiss on the cheek, repeating the ritual when saying goodbye. (The number of kisses varies from country to country, and even from city to city. Observe the natives and take your cue from them.) As a general rule, however, men do not greet other men in this manner; instead, they shake hands. Businesspeople are aware that North Americans and Brits often prefer handshakes, so don't be surprised if a colleague immediately offers you a hand instead of a cheek.

You should also note that punctuality is usually not taken very seriously here. It's not unusual to wait around for a half-hour before your meeting begins; a major exception is São Paulo, South America's largest business city, where punctuality is the rule. It's also common, especially in stores and travel agencies, to wait for your host to finish a long-winded personal conversation before attending to you.

If you're trying to negotiate with indigenous people, you should understand that they are not accustomed to excessive bargaining. Yes, you can definitely talk people into decreasing the asking price, but it's considered rude to continue bargaining once the seller has told you that he won't go any lower. Also, it's fine to call indigenous people indígenas, but they may be offended if you call them Indians (indios). You should also always ask permission before taking their photograph; sometimes they will only say yes if you offer them a propina (tip).

You probably already know that in Spanish hola means hello and adiós means goodbye. But in most Spanish-speaking countries, businesspeople greet each other with "Buen día" or "Buenos días" from the morning until noon ("Bom dia" in Brazilian Portuguese), "Buenas tardes" from noon until nightfall ("Boa tarde"), and "Buenas noches" in the evening ("Boa noite"). Please note that Brazilians particularly appreciate it if you are aware of the differences between Spanish and Portuguese. Do not assume that you will be able to speak to people in Spanish in Brazil, although in communities close to the border (such as Foz de Iguaçu) or in larger tourist destinations, you'll likely find some people who speak Spanish.

In South America, lunch is the main meal of the day. If you want to have an important business meeting over a meal, you should always suggest a power lunch instead of a power dinner. Even in most large cities, businesses (except for restaurants) still have a tendency to close down in the middle of the day, so if you're trying to reach someone, it's best to try early in the morning or late in the afternoon (usually after 3pm).

Dressing For Cultural Success

In general, South Americans take fashion very seriously. Jeans and casual clothes are considered inappropriate for business meetings. In large cities, men still overwhelmingly wear suits, although chinos and button-up shirts are slowly working their way into the office environment. Women should not feel obligated to wear skirts -- a nice pair of slacks is considered perfectly acceptable.

Modesty is generally not an issue here, unless you plan on visiting Catholic churches. Even if you visit religious sites, however, no one will be offended by the sight of shorts or a tank top, as long as they're not sloppy. When it gets hot in the tropical coastal areas, you will want to wear light clothes. At night, especially, it's not uncommon to see people wearing extremely flimsy outfits, although in Chile, plan to dress sharply for dinner, especially at upscale restaurants.