1. Tahiri.no
AGENDA: Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Working with Spaniards
Doing business with SpaniardsMeet Spain
- Patrick Tahiri -

2. Goals
Create an awareness of the cultural differences
Explain what you can expect when meeting and
working with Spaniards
Reduce communication issues
Tahiri.no
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

3. Key facts
Capital Madrid
Geography
Western Europe
Border with France, Portugal and
Morocco
Politic
Parliamentary constitutional monarchy
- EU & NATO Member -
Climate
Mainly Mediterranean climate
(semi-arid climate, oceanic climate)
Population 46 million
Language
Mainly Spanish (Castellano),
Catalan, Galician, Basque
Religion Mainly Catholic
Currency Euro €
Time CET – Madrid/Malaga, Oslo, Paris
Spain – at a glance
Tahiri.no
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

4. Pride & Honor
Mañana
Religion
Friends & Acquaintances
Living for the moment
Manners
Egotism
Family
Tolerance & Prejudice
Tahiri.no
Values and Attitudes
System
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

5. Tahiri.no
Family– Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
All-important – family ties are very strong.
Elderly are respected and taken care of.
In some cases three generations still live together.
In general family members still live near each other and maintain contact.
Keep their personal lives to themselves.
Young people do not usually leave home before getting married.

6. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Proud of their region and of their lifestyle.
Family pride and honor have always been very important.
Machismo.

7. Tahiri.no
Family – Pride & Honor – Manners– Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Quite formal until they are introduced. After that, the rules are relaxed.
Women greet each other and men with a kiss on both cheeks.
Men shake hands and they hug close friends.
Spaniards are generally very tactile people.
Can be very direct once they get to know you. They think it, so they’ say it.

8. Tahiri.no
Family – Pride & Honor – Manners – Mañana– Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Tomorrow.
Synonym for “sometime” – which is not necessarily’ the next day.
Things will often happen later than predicted.
Hard to say no. Promise to do something rather than disappoint you.
Never tell a your real deadline. Exaggerate urgency.

9. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
One of the friendliest places to visit in Europe.
Spaniards have many acquaintances, but few friends.
Love talking and do not hide their emotions.
You mustn’t be alone.
Mi casa es tu casa.

10. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Considered tolerant.
Heated arguments but does not affect their friendship.
Usually kind and courteous to the foreigners.
Discrimination.

11. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism– System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Little civic spirit.
However strong public conscience.
Do not like joining organizations. Unless sport.
Suspicious of people.

12. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System– Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Government and the civil service seen as the enemy.
Difference between rich and poor has been maintained by those who govern.
Taxes not for the benefit of the country, but for the government.
Many cases of corrupt politicians who have misused their public position.
It is almost expected.

13. Tahiri.no
Family – Pride & Honor – Manners – Mañana – Friends & Acquaintances
Tolerance – Egotism – System – Living for the moment
Values and Attitudes
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Confident, open individuals.
Great enthusiasm and energy for life, and for living every moment.
Who cares about tomorrow? Now is important.
Tend to shout. Everyone wants his or her opinion to be heard
Spaniards feel uneasy with silence.

14. Tahiri.no
Cost & Standards of Living
Daily Routine Schools and Education
Struggling middle-class
Relatively low performance of health care
and pension systems
Women – Child care – Kitchen work – household
Many young people continue to live with their
parents after graduation
Office hours: 09:00 – 19:00
Lunch: 13:00 ~ 14:00
Preferably hot food
Inexpensive compared to USA/Europe
People cook from scratch
Number of people living below the poverty line has risen up
Low salaries
Current inflation ~ 7%
Food shopping – Budget
Free state education
Strong and high-level education system
Madrid/Barcelona expensive
Very high literacy rate ~ 99.7%
Unemployment rate ~ 23.6%
Daily Life
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
No siesta!
Diner ~ 21:00
Education is very important
Many students has to work as they study
Eating out

15. Business Style
Appointments
Flexibility
Meetings
Presentations
Women in Business
Communication Style
Business Relationship
Tahiri.no
Business Briefing
Business Entertaining
Planning & Control
Company Behavior
Gift Giving
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions

16. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Appearance is important.
Generally quite informal and relaxed – but first meetings are formal.
Symbols of wealth – take great pride in their possessions – quality and taste.
Personal Relationship based on trust.
Spanish business is multitasking.
Don’t be confidently aggressive or self-assured.
Pride in their personal qualities and honor > their business technical excellence.
Chat out of office & cup of coffee > 100 exchange of emails.
Lunch – tend to mix with people at same level. Bosses at restaurants with customers.

17. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Importance of personal relationships!
First earn the trust by establishing personal relationship.
Social invitation should be regarded as an investment in a trusting relationship.
Social relationship with business partners extends to family/friends favors.
Pride/Macho image: concept of honor and of not losing dignity – Crucial in business.
Dignity must always be maintained – respect and honor.
Spanish business partners are men and women of their word.
Business partner – Spanish agent! Your eyes and ear. Choose such contacts wisely.

18. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Despite traditional Spanish macho image: many women in middle/senior
management positions.
Previous generation men still reluctant to receive instructions from women.
Totally different regarding new generations.
Businesswomen expect a completely professional attitude from the men.
Lunch or dinner invitation will be considered as part of the business relationship.

19. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Offices tend to work a forty-hour a week.
9AM to 1 or 2PM and then from 3PM to 6 or 7PM or even later.
Two hours or more for lunch.
Deals are often agreed upon in principle over lunch or dinner.
People may take a four-day weekend over public holidays.
In July and August, most people away on vacation – working hours may change.

20. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Not always dedicated listeners.
May be less concerned with content than with style and appearance.
Observe your physical characteristics and your mannerisms.
Observe your willingness to participate in socializing events that will follow.
Keep it short! Use a few imaginative phrases that people will remember.

21. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Spanish businessperson, have agenda and timetables – but they are flexible.
Often means that planning and projects may progress at a slower rate than you
would expect or like.
Immense importance of networking – Achieve things through personal contact.
Essentially multitasking, juggling a number of things and reacting to the most
important or urgent requirement.
Your personal relationship may make you the most important personal requirement.
You too, will be expected to be flexible.

22. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Some lack of punctuality.
Although you should be punctual yourself, do not be annoyed or discouraged if
you are kept waiting for fifteen, even thirty minutes.
Keep in mind the normal business working hours.
holiday periods: reduced hours, some offices closed.
Avoid scheduling appointments around Easter or Christmas.

23. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
 Traditional function: either to get to know customers, or to communicate instructions.
 Might not have an agenda. Flows as a conversation – Topics are raised under discussion.
 Final decision will always remain with the boss.
 Begin meeting with long speech: establish their own status and qualifications as well as to outline
their aims. Followed by an equally long response from the other side.
 Honor demands that a Spanish boss should not be contradicted in public.
 “Compliant” foreigner may well gain concessions in a more relaxed atmosphere over lunch or dinner.
 Might not have action points or follow-ups.
 Spanish managers are quite individualistic – use a meeting to score personal points.
 Expressive style and negotiations can be loud, with frequent interruptions.
 People called in at short notice to contribute to the negotiation.
 Important not to be upset by conversational overlap, which is not felt to be rude in Spain.
 Negotiations (often lengthy) depend on intuition and thinking rather than careful preparation.

24. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Relaxed and friendly.
Human touch.
E-mail: more loquacious and warm than we might be used.
E-mail: always begin with “Dear/Hi” and end with “Regards/Best regards”.
Phone: remember the human side.

25. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Might be based on business sense and intuition rather than on systematic data.
Impatient – more concerned about that things happens than planning/method.
Schedules, budgets, and forecasts might be rough guides only.
Delivery dates should not be taken literally.
Everything must be done by personal negotiation.
Don’t wait for the deadline to pass and then call up to check deliveries.
Inspect, not expect.

26. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Be prepared to spend some time outside the office – Build/Maintain good relations.
Building and maintain good relations.
Business entertaining usually takes place in restaurants.
Going out to dinner as late as 10 PM. and finishing at 2AM.
Weekend socializing can go on far later.
“Protocol”: wait until coffee at the end before bringing up business.
Whoever has invited pays the bill.
If you have been invited, you should return it at a later date.
Choose a good restaurant.
Good personal relationship – meet & greet: make them feel that they know you!

27. Tahiri.no
Business Style – Business Relationship – Women in Business – Company Behavior – Presentations – Flexibility
Appointments – Meetings – Communication Style – Planning & Control – Business Entertaining – Gift Giving
Business Briefing
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Gifts are not usually given at a first meeting.
Sign of willingness to establish the relationship.
May also be given at the conclusion of successful negotiations.
If you receive a gift, you should open it immediately.
Wine, liquor, chocolate, local craft, home region specialties.
Do not give anything too extravagant
Only give a gift advertising your company name if it is discreet and tasteful.

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Gracias !
Questions ?
Food
Social
Proud
Goals – Key Facts – Values & Attitudes – Daily Life – Business Briefing – Questions
Passionate
Spontaneous
Generous
Energy
Relaxed
Friendliness
Enjoy life
FamilyHospitality