Rules for an Office Visit in Latin America

By Terri Morrison
© Copyright 2004, All Rights Reserved

To make an appointment, an introduction is usually required. This can come from a person known to both parties, a trade organization, or a professional "go-between" (sometimes callen an "enchufado"). But family is always important in Latin America, so an introduction by a businessperson's relative is often the best way.

Executives from time-sensitive areas like the U.S.A., Japan, and Northern Europe are often exasperated by Latin Americans' interpretation of punctuality, which is not a traditional virtue. Many Latin Americans consider it foolish to be a "slave of the clock." Visitors should try to be punctual, without expecting punctuality from others. If timing is crucial, use a qualifying phrase, such as "en punto" (on the dot).

Expect to shake hands upon introduction (embraces are reserved for friends). There is no formal ceremony attached to the exchange of business cards. Simply offer your card. You may or may not receive a card in return. During conversation, remember that direct, intense eye contact is considered challenging and aggressive. Use intermittent eye contact, and do not assume someone is untrustworthy or embarrassed if they don't look you in the eye.

Keep your expectation modest for your first business trip. You might spend the entire first meeting on social pleasantries. Latin Americans do business with people they know and like. Many meetings may be needed to reach this level. You should therefore take advantage of all social invitations, which facilitate the process of getting to know each other. Between appointments, do some sightseeing. Most Latinos want you to appreciate their country and will often ask what you have seen. It is important to understand the uniqueness of each country. Know which countries are historical rivals. For example, Argentines do not like being mistaken for Chileans, and vice-versa.

Finally, understand that you are building a personal relationship.Latin Americans do business with you, not your company. If you quit your firm, your replacement must build that relationship all over again - unless he/she happens to be a relative of yours!