Different Countries, Different Business Customs 4

"When in Dublin, Sing as the Irish Do"

In last month's issue I mentioned Cyprus and its division into the Turkish-speaking North and the Greek-speaking South. Belgium too is linguistically divided, namely into a Dutch-speaking North, called Flanders, and a French-speaking South, Wallonia. It would be a big mistake not to be conscious of these linguistic boundaries and especially the sensitivities attached to them in Belgium. Guy Harrison from the British Embassy in Brussels gave me some invaluable information on the DOs and DON'Ts when dealing with Belgian business partners. Don't "lump" Belgium with its neighbours France, the Netherlands or Germany. Treat Belgian companies on their own terms, not as a quick route to expanding into another market. Make an effort to speak a little of the relevant language; most Flemish business people will be positively surprised if you even only do pleasantries in Dutch. But Guy Harrison stresses that an ability to speak and understand French is probably a must for doing business in francophone Belgium. In any case, never "mix" the languages. Don't speak French in the Flemish parts of the country! These are actually rather Anglophile. And a further tip from Guy Harrison. Look after your agent or distributor, as Belgian businesses are very loyal to suppliers, and, if treated well, will frequently go beyond the terms of the contract in supporting your products.¹

I would like to end my mini series on the business culture of other European countries by looking at our neighbours, Ireland. Tony McGrath from the Embassy of Ireland in London gave me very useful information on Irish business attitudes.² First of all, establishing a rapport is important in Irish business culture. Trust is crucial in forming a business relationship, and you should allow time in order to develop a good relationship, so don't expect business overnight. The Irish buy from the Irish primarily, and after that from within their circle of network contacts. Tony McGrath, together with Enterprise Ireland, stresses that Irish business people value directness, so that presentations of any kind should be straightforward, emphasising both the positive and negative outcomes. In that context, also bear in mind that the Irish will take whatever you say very literally. At the same time, silence will be taken as rudeness and will make you appear cold and unfriendly. Aggressive sales techniques are generally disliked. Instead, the Irish prefer to conduct business in a modest style. It is advisable to research the Irish market extensively rather than taking it for granted that as English speakers we have natural affinities to the Irish business community.

In general, Irish people are famous for their relaxed approach to business, which has also been confirmed for me by a German business partner of mine. A busload of prospective Irish business partners had been sent to his plant and tree nursery, and they spent several days drinking, singing, and being generally cheerful. The German businessman was worried nevertheless, because he had the feeling that they hadn't discussed the proper business matters in any real detail. The Irish, however, did become eventually very good, close business partners. But he'll never forget the bus when it departed full of happy and still singing Irishmen. They evidently hadn't taken too much notice of doing business the German way, but simply exported their ways of business, lock, stock, and barrel (of Guinness). But then they were the buyers!

In next month's issue, which will be the last in this series of EURO-VISIONS, I would like to recapitulate on what to bear in mind when dealing with business partners abroad, and pass on some useful contact addresses to you.