I’ve been living in Spain for almost twenty years. My wife is Spanish, my colleagues are Spanish, my customers are Spanish and by businesses are Spanish. Over these years I think I’ve learned quite a bit about “being Spanish".
If you want to get into the under-exploited fast-growing Spanish market, you need to know more than just speaking Spanish. You need to understand Spanish customs, Spanish etiquette and Spanish business culture. Otherwise, you’ll just be another American trying to “sell Spanish".
Here are just a few realities I’ve observed all over the Spanish-speaking world (if you call them prejudices, you don’t live in Spain):
- People aren’t in as big a hurry.
- People aren’t as ambitious
- Given a choice, most Spanish businessmen prefer a big house to a big business.
- Spanish customers seldom complain.
- Spanish businessmen don’t get technology.
- It’s harder to gain a Spaniard’s trust.
- Once you’ve earned a Spanish customer he’s tends to be very loyal.
Doing business with the Spanish-speaking world means getting into their mindset. It takes a bit longer to build up a trusting relationship, but once its built you can be confident in maintaining it very easily. To do this, I suggest making more emphasis in concepts like “security" and “ease of putting into practice". Remember, your arguments for “extraordinarily high profits" and “blinding fast responses" won’t have as high of an echo in these markets.
Last but not least, if you’re from the States and are targeting the Spanish or Latin American markets you have one great advantage. Even though they may often disparage our culture (often with just cause), when it comes to business by default they think we’re smarter than anyone else. As ridiculous as it may seem, my slightly American accent and my yankee “aura" have been great professional tools for me in Spain. Try to fit in and understand their culture, but don’t forget to be American. They may at times make fun of you (especially when you answer the door barefoot) but they will almost always value your opinions.
We can help you, if you like.
If you read Spanish have a look around Empresa-de-Exito.com and you’ll be able to see for yourself the absolute quality of our team members. You’ll be speaking with genuine business people with hundreds of years of collective experience making money in the Spanish-speaking markets.
After all, wouldn’t you like to reach 452 million new clients?
By the way, it’s true. The vast majority of Spaniards only go barefoot at the pool, the beach or in bed. Answering the door barefoot would be considered at the best eccentric and at worst rude.
If you see someone barefoot on the street, you can bet someone just stole his shoes!
Dennis H. Lewis has been living in Alicante, Spain with his wife and two children for almost twenty years.
He currently runs three successful companies entirely in the Spanish market.
» left by Susan Thom(8,592) Susan Thom (141 days 10 hours ago.)
hi dennis,
this was a well written, interesting article. since i don't yet ever plan on going to spain, it was nice to hear some things about their culture and routines. thanks for sharing,
best regards,
sue thom
» left by Dennis Lewis(18) (140 days 12 hours ago.)
Susan, Thanks for your comments! Spain is truly a wonderful place to live, work and make money. I'll be publishing a few more articles soon, so keep looking back. Regards, Dennis Respond to this comment
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