Cultural style

Brazilian society is very much relationship-based, quite formal at first although it moves towards informality fast as rapport is established. It is relaxed about time (but less so in the big commercial city of Sao Paulo), and Brazilians like to see the human side of the people they deal with.

Communication

Warm, friendly and talkative is the Brazilian style. They form impressions less on what is said and more from your gestures and eye contact. They like to please and to be pleased by others, and this may lead on occasions to an unwillingness to deal with unpleasant subjects. They like bold imaginative visions, and sometimes shy away from detailed long-term planning in favour

of short-term solutions.

So chat first, then get round to the business. Brazilians need to feel that you appreciate them as a person. What Americans and northern Europeans may consider unnecessary socializing is simply a Brazilian’s way of feeling comfortable with you. Treat the office secretary as your new best friend: she will advise you on procedures, dress codes and a multitude of other details. Brazil is proud of its Brazilian-Portuguese identity, so all documentation, including business cards and letters, should be in Portuguese and English, never in Spanish.

Brazilians consider the European mode of presentation to be rather overcautious, so be prepared to be bold. They are interested in ideas, so they will want to know your vision, supported by facts. But style, eloquence, expressiveness and body language are also important. Try to maintain strong eye contact, and show your human side. Keep your presentations short – around 30 minutes – and allow time for discussion.

Forms of address in Brazil can be quite formal, as Brazilians are used to distinctions of age and rank. Even if you are on first name terms with someone, you will probably use a term of respect, such as Seu Pedro, Dona Ana or Doutor Francisco (for bosses). Address strangers as O Senhor or O Senhora. One of the key issues in Brazil is rank inequality within the population. This means that people will always be polite to foreigners, but may be very informal with junior staff. They might also get quite upset if not addressed formally themselves. This mixture of informality and formality in Brazil can take a bit of getting used to.

Organization

Brazilians work very hard, but don’t expect them to be on time. Employees usually are, but executives often arrive late and stay late, so slow down a little. The best times for appointments are around 10am, and between 3pm and 5pm. Expect people to say one thing and do another in Brazil: your word is not regarded as an absolute bond.

Дата добавления: 2015-11-16