Very often there is cultural misunderstanding among people involved in international business deals. These intercultural misunderstandings usually occur when people form one culture observe the behavior of those from another culture, and interpret this behavior based on their own. In fact they do not interpret, but rather, misinterpret, based on their own assumptions and their values. It is important to appreciate and understand another country’s culture before venturing into business deals. Let’s take the Central American country of El Salvador, for example.

Business in El Salvador is usually done after a relationship has been established. You should spend time forming a friendship, before initiating business discussions. You should schedule appointments at least one month in advance of your trip, by telephone by telex. In El Salvador, it is rare to find women in upper levels of business. If you are a woman, dress professionally and conduct yourself as professionally representing your company.

When you are from a different culture, you need to moderate your communication style to avoid coming across as rude or abrasive, offending anyone, or being misunderstood.If you feel something you said may have been misinterpreted, it is best to restate what you said using a different arrangement of words. Remember that Spanish is the official language. If you do not speak, Spanish, please have an interpreter. Ask questions in several different ways to ensure that you understand the response.

While the handshake is the usual form of greeting like in many countries, the handshakes are generally not firm ones, they are rather limp; so do expect this. Salvadorians tend to be quite formal in their business dealings and you should always maintain a level of professionalism. Always maintain good eye contact. First names are not used to address colleagues. Always wait until you are invited, before moving to a first name basis. Colleagues should be addressed by their professional or academic titles together with the surname, for example “Doctor” (for a medical doctor or someone with a Ph.D.) If a person does not have title, then use Senor or Senora with the surname.

Business cards are usually exchanged during initial introductions. You should try to have one side of your card translated in Spanish, and include any academic qualifications on your card. You should also try to have documents translated into Spanish. In El Salvador, meetings are generally structured and they start on time. They also run according to an agenda. You have an excellent opportunity during initial meetings to establish a rapport and form up relationships. This is because at initial meetings, Salvadorians spend the time indulging in conversation unrelated to business. Business can be discussed in an office or over a meal. Decisions are usually made by the most senior person.

Equipped with these tips in hand, proper observance of them should help you to have successful business meeting in El Salvador. In conversations, remember this: do not discuss local politics, religion or the civil war.

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