Mexico’s economy, a powerhouse in Latin America, is growing and looking outward. As Mexico’s companies expand worldwide, foreign investors find Mexico a great foothold for both the Latin American and North American markets. For those doing business in Mexico, awareness of some cultural norms will smooth the way for successful meetings and negotiations. It’s also helpful for US business people to be prepared for some politically charged coolness they will need to overcome due to the current governments trade and immigration policies.
Business etiquette in Mexico rests on a long tradition that merges gentility with class consciousness. It’s a country where social stratification is the norm, reflected in the business community’s hierarchical nature. While many business people speak English, you should learn some Spanish, as it would show your Mexican counterparts that you possess a genuine interest in them and their culture. If no one on your team is bilingual, plan on bringing an interpreter. Learning the rules of Mexican business etiquette is equally important, since it could bring you closer to clinching that long-sought deal. Here are some helpful things to know for successfully navigating Mexico’s business landscape.
How to Network
Business in Mexico has everything to do with relationships. Successful networking depends on who you know. But don’t despair! Once a business has a solid relationship with Mexican clients, those clients may recommend that business to others.
Cold emails are not successful in Mexico. Mexicans generally assume that cold emails could be scams. However, if a mutual contact is willing to introduce your company to a potential client, the trust already established by the mutual contact may open doors.
That said, once Mexicans have established contracts with providers and suppliers, they generally remain loyal to those providers. If the products provided are quality products, Mexicans are unlikely to damage established relationships. Often, the only reason a company would change suppliers would be if their contact person from the original supplier changed jobs to a competitor, and assured their former client that this competitor honestly does offer a better product. The relationship remains with the trusted contact.
Mexicans are a gregarious people, and place a high value on relationships. They are family-oriented, and in many ways consider work an extension of the family. Keep in mind that Mexicans are hesitant to work with strangers. Your goal should be to make them feel comfortable with you, as any sign of discomfort could sink a potential deal. One important way of developing relationships in Mexico is by attending the numerous networking events in the country. You may also be invited to dine at someone’s home. If so, remember that it’s customary to arrive 30 minutes late. Mexican businesspeople consider being early or on time to such functions inappropriate.
Business Cards
Business cards are still used in Mexico. They’re a memorable way to leave contact information with prospective clients, and a surefire way to reach both young people with social media presence, and the older generation who may not use social media.
People exchange business cards either at the end of the meeting or during introductions. It’s best to feel things out, as some meetings favor the former, and others the latter. You may also print the card entirely in Spanish, or you can print one side of the card in Spanish, the other in English. If you take this approach, present your card with the Spanish side facing them. On each card, list your educational and business qualifications, your cell phone number, and email address.
Greeting People
Introductions are more physical than verbal. It’s not enough to say “hello” to someone. Handshaking is common between men — until they know each other. Then they can do the traditional embrace or hug. A woman and man may exchange light kisses, though the woman should initiate the move. Instead of shaking hands, women may pat each other on the forearm or shoulder. Women who already know each other may trade kisses on the cheek. You should also avoid addressing people by their first name, unless you’re already on a first-name basis.
When you’re meeting with a woman, it’s appropriate to give a slight bow and shake hands if she initiates the contact.
How to Dress
In general, Mexicans are formal and stylish when it comes to their appearance. Suits, ties, dresses, heels–in the business world, Mexicans consistently uphold a polished and professional appearance.
Except for casual occasions, men should wear a jacket, tie, and both men and women should dress fashionably, yet conservatively. Most commonly you’ll see navy and dark gray suits. Women should be polished, and wear makeup.
Mexicans are very friendly. But they don’t confuse friendliness with informality. This formality is a means of respecting their relationships. Mutual respect leads to trust, which solidifies into a relationship.
Meetings
Business meetings are formal, and should be scheduled at least two weeks in advance. To make sure everyone is still in sync, confirm it a week before the scheduled meeting. And then, once you’ve arrived in Mexico, you should reconfirm it, leaving a contact number with the secretary. Remember, while you must be punctual, the person you’ll be meeting may be up to 30 minutes late.
Mexico is a country steeped in tradition, very conscious of social position with well-defined roles. Mexican males exhibit very macho personas and attitude, roles taught early in life. Persuading Mexican companies to do business with you requires more than an excellent sales pitch. It involves building stable relationships because Mexican people like to do business with friends.
Timeliness
Mexicans are famous for being relaxed about time. However, in the business world, “Mexican time” meets reasonable expectations. Mexicans don’t mind waiting fifteen minutes for an appointment. However, after fifteen minutes, they’ll move on to their next appointment. Unfortunately, it’s unlikely they will reschedule that missed appointment for the same day–or even that same week!
This is also true in timelines and deadlines. Mexicans do want to deliver their product and meet deadlines. However, they also realize that things don’t always go according to plan. So, when deadlines aren’t met, they don’t obsess over this arbitrary date on the calendar. Mexicans would rather deliver a quality product a few days late than something they are not proud of on time.
Social Media
LinkedIn is popular in Mexico. However, it isn’t used so much for networking opportunities, as it is for hiring.
Whatsapp is a preferred means of managing groups and messaging. It’s an easy way to have all the members of a group in on a discussion, while still going about their daily business.
On emails, email signatures are very important. They are a way of assuring that the email is, indeed, from the person who sent it (and not the result of a hacked account).
Communication
As relationships are central to good business in Mexico, meetings open with small talk before getting to the point. Generally, when a Mexican is making a point, she tells the story in a spiral. She circles around her main point, until–finally–she makes her point. To Mexican sensibilities, directness is rather harsh.
Negotiating
Most Mexicans love to negotiate and embrace it, making it a part of everyday life for Mexican citizens. Mexican business people are good at negotiating, enjoying the process, and you can look forward to the questioning of everything, and face arguments and discussion, based on emotion, fact, or both as they try to get you to accept their position.
Be prepared coming into negotiations, have a plan, and present new information simply, defend it with facts, and your Mexican counterparts will be open to your arguments. Take your time negotiating and keep your focus on building long-term, stable relationships, because Mexicans value enduring relationships. The negotiation process builds trust and is a reflection on your company, your character, and your abilities. Don’t hurry or get emotional, but support your case with facts and act consistently.
As we’ve mentioned earlier, Mexican culture is more lenient regarding time and deadlines than in the U.S., and if you rush you will lose power, so don’t be in a hurry to make a deal. It will usually be advantageous to have some leeway and give up a little before finishing negotiations. It may not take much to allow the other party to feel like they won a battle. As with any business agreement, write the results of your negotiation, having both parties sign and keep a copy. Documentation will alleviate any potential issues with communication, language, or interpretation in the future.
E-mail Etiquette
While the technical aspects of composing and sending an e-mail to a Mexican counterpart is the same, the content is very different. The Mexican culture is permissive about time and timely responses to your emails is unlikely. Since the culture places a premium on relationships, it is essential to show that you care about the individual you are writing. When composing your email try to avoid directness and be personable. Ask how they are doing and about their family, and you will more easily be able to build and maintain relationships.
Gender
Women can at times experience some difficulty because not every businessman in the country is used to dealing with women in a business setting. You can overcome this by demonstrating your competence, skill, and authority. Behavior and talk by men in Mexico will include compliments and flirtatious behavior, not permitted in the U.S., but accept it with grace and be firm in your role as a businesswoman. Appearances are important so if invited to dinner by a male counterpart, make it clear that the opportunity for romance does not exist, and if you invite, be sure to include their spouse.
Remembering to focus on relationships, along with quality products and services, will ensure positive business dealings in Mexico. For more tips on how to make the most of business abroad, join Globig.co! Contact us at success@globig.co with any questions.
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