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 list of 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 hardly ever complain.
- Spanish businessmen don't appreciate 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 doing 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 contributions.
We can help you, if you're in a hurry.
After all, wouldn’t you like to reach 452 million new customers?
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!
If want to have your very own professionaly designed iPhone application, for next to nothing, please check out the following iPhone marketing proposal.
Dennis H. Lewis has been living in Alicante, Spain with his wife and two children for almost twenty years.
He currently runs three successful technology companies in the Spanish market.
If you would like to extend your business to the Spanish-speaking world, learn more about Spanish business culture or find marketing opportunities in Spain you must contact us.
For superb business information in Spanish visit Empresa de Exito.