France is a great market opportunity for businesses around the world. France consistently ranks among the top consumer markets in the world and it can be used as a gateway into Europe. France may seem just like any other country in trade, but the French have unique customs and are serious about professional etiquette. When new to France, you are likely to struggle with common cultural and business challenges unless you prepare in advance to conform to French business etiquette. Here are some tips for doing business in France.
How To Network
Contrary to what most people think, the French are not cold, arrogant and unfriendly. Creating a broad network of close business alliances is imperative. The guiding principles of flexibility and adaptation are also important for anyone doing business here. The best way to build a strong business network in France is by conforming to French business culture and etiquette. So, follow the tips below and you’ll be well on your way to a strong French network.
Address others using Monsieur or Madame
French business culture is still highly formal. When meeting someone for the first time or communicating with superiors, you should always address them using Monsieur or Madame. Furthermore, when introducing yourself use your first and last name. Never use someone’s first name until you are invited to do so, although this invitation is not likely to happen. Don’t be surprised if you hear someone introduce himself with his last name followed by his first (given) name.
Shaking Hands and French Gestures
The French utilize a brisk but light handshake. This means you should expect a loose grip with only one or two movements. Using a firm American-style handshake is likely to leave a Frenchman feeling overpowered or inferior. Shaking hands is customary in French business culture.
La bise (or the kiss) is generally used only between a woman and a man or between women once there is an established business relationship. When you kiss, you don’t actually kiss the other person’s cheek, but rather lightly touch cheeks and kiss the air. Although two kisses is most common, it can be as high as five. The number of kisses depends on the region in France. This table shows how many kisses you can expect by region. If in doubt, let Les Français lead. If, as a woman, you do not feel comfortable kissing cheeks with a man, you can politely offer your hand for a handshake.
Studying French gestures is also important because they use different gestures (many are opposite) from other societies and cultures around the world. For example, a thumbs up means ‘okay’ or ‘good’ in many Anglo-Saxon countries, but in France it means ‘nothing’, ‘worthless’ or ‘zero’.
Communication
French business communication is formal and courteous. If you do not speak French, an apology for not knowing the language will help to build relationships. However, learning a few key phrases will go a long way in forming long-term business relationships. Most meeting will be conducted in French, so if you need an interpreter, set it up weeks in advance.
Contrary to many other cultures, particularly American culture, it is not frowned upon or uncommon in France to be interrupted. In fact, is it part of the French communication style, even in a professional setting. If you are interrupted during a meeting, don’t fret, it is likely a positive sign that the other party is interested in what you are saying.
How To Cold Email
The French value time and may not have the time to read a cold email. However, you can still market your business by enhancing your email. Give it an appealing subject, followed by how you intend to add value to the prospect customer’s life.
Email Etiquette
In America, people like to get right into the reason for writing the email correspondence. This is not the case in France. Starting an email with your needs turns off the person reading. Instead, think of pleasantries that are likely to brighten the recipient’s mood.
How To Dress
French business attire is formal and first impressions are important. French dress is generally understated and stylish. Men wear dark-colored suits for the first meeting, but what they wear later is largely dependent on the company. Men are clean-shaven. Women, on the other hand, wear elegant dresses with soft colors or business suits and high-quality accessories. The concept of “casual Friday” is not a common or universal concept in France.
How To Negotiate
French emphasize formality and courtesy, but in a direct way. They prefer that you maintain a direct eye contact when speaking and not to appear ruffled by the adherence to protocol. The French are analytical and will analyze every detail. Therefore, it is advisable to avoid high-pressure tactics and confrontations.
Business Cards
Business cards are exchanged after the first meeting. Having one side of your card translated into French is crucial, as it demonstrates attention to details. It is also advisable to include your advanced academic degrees on your card. French business cards tend to be longer than those in other countries. While there is no ritual for exchanging business cards, when you are given a business card, examine it thoroughly before putting it away.
Social Networks
Although privacy and data security regulations are tight in France, French businesses still use a broad range of social networks. The most popular are Viadeo (a Paris-based professional social network site similar to LinkedIn) and LinkedIn, followed by Facebook. Other top social media sites in France are Twitter, Pinterest, and Google+. Many company website’s integrate links to their profiles.
Business Meetings
In keeping with formality, the French expect business meetings to be scheduled at least two weeks in advance and confirmed a day or two before. Punctuality is also highly valued in France. If you are going to be late, call with an explanation immediately. Keep in mind, the French are afforded a generous amount of vacation time, which is often taken during the summer months. Because of this, it may be harder to get a meeting during the summer.
Since French business protocol generally adheres to centralized decisionmaking, it is important that you get a meeting with a senior leader within the organization. In France, business is often slow. In general, initial meetings are for discussion, not decisionmaking. Because of this, do not get discourage by long meetings, this can mean you are closer to a decision or agreement. When an agreement is reached, the French expect it to be laid out in a highly detailed, comprehensive contract.
How did the meeting go?
If your meeting went well, expect follow up, often in the form of another meeting. This follow up meeting can be scheduled at the end of the meeting or within a few days. All unfinished business should be put on the agenda for the next meeting. French businessmen appreciate a follow up email with meeting notes (minutes) within 24 hours and a personal call within a few days after the meeting.
France is a great market opportunity for many companies around the world. But, because French business culture is fairly different than many others, it would behoove you to understand and conform to French business etiquette when doing business in France. Failure to conform to appropriate business etiquette can really make or break your French business relationships. Following the above tips will help get you off to a good start with your business relationships in France.
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