If you are thinking of doing business in Singapore, prepare yourself for a rich cultural experience. The city-state is a melting pot of global citizens and many of its people are first generation immigrants. Spend enough time there and you’ll meet people with Malaysian, Chinese, Arab, and Indian backgrounds, not to mention Westerners. As such, building business relationships can mean working through extra layers of cultural nuance. Each of these groups follow different customs, observe different holidays, eat different foods, practice different faiths, and do business in different ways.
Here are some quick tips for navigating this complex, fascinating, and diverse mix of cultures.
Networking
Professional business networking is an essential part of conducting business in Singapore, as is cultivating personal relationships with co-workers and potential business associates. Meetups, professional organization meetings, workshops, conferences, training events, and even luncheons are all popular networking venues in Singapore.
Business Cards And The All Important Initial Greeting
In Singapore, business cards are exchanged almost immediately upon contact. The best way to exchange cards is by using both hands; this is a respectful gesture and will almost certainly be noted by your Singaporean counterparts. Avoid exchanging tattered or dirty cards. Continue to show your esteem for your counterpart by treating his/her card with respect: peruse the card attentively after you’ve received it and then deposit it in a professional business card case or put it on the table next to you. Never put the card in your back pocket; Singaporeans consider this an insulting gesture.
Meetings
For business meetings, it’s important to be punctual. In new situations where you’re unsure how to act, follow the lead of the most senior member of the group. When greeting your fellow meeting attendees, be aware that Malay women generally do not shake hands. You will know this if they cross their hands in front of their chests.The protocol is to nod your head slightly in acknowledgement. Instead, greet them by placing your hand over your heart. Use the namaste greeting when meeting with Indian women. When meeting most men, a handshake will suffice, and it doesn’t have to be firm. While the Chinese tend to be comfortable with women and men shaking hands, you may find the Malaysian and Indian men less comfortable with shaking the hands of women. Instead, they will use the ‘salaam’ or ‘namaste’ greetings. Some more traditional Chinese residents may bow as a greeting, but won’t expect you to.
In Singapore, different ethnic groups also have their own ways of addressing each other. When you are addressing a Chinese individual, you should use their title and then follow with their surname. A Malay or Indian person might introduce themselves by their first name and then follow it with their professional title.
Negotiating
Singaporeans like to bargain but it’s not a loud and aggressive style of bargaining. Instead, it’s a slow, thoughtful process that allows relationships to develop. It is essential not to lose patience when working out the details of a business arrangement. Trying to force a close too early will not work. When a business deal is closed, it’s often appropriate to exchange a small gift amongst the group involved in the negotiations. An important note, Singapore government officials and government employees may not receive gifts.It is illegal for them to do so.
Throughout your negotiations, show respect to elders and those in senior management since status and hierarchy are very important. Realize that business decisions are usually reached by a consensus because the group’s interests are more important than the individual’s.
Singaporeans are not always direct speakers. Similar to the Brits, politeness is important and they will often use phrases like ‘I’m not sure’ or ‘We’ll see’ to mean ‘no,’ so don’t push it or you’ll risk offense.
As in India, “no” is an unpleasant word in Singaporean culture, and you should avoid using it, too. If that’s the appropriate response, saying “We’ll see” is preferred. Likewise, “yes” doesn’t always mean yes. You’ll be expected to read between the lines to understand what the speaker really means. If you’re still unsure what an answer means, ask the question again later. If you’re told, “We’ll see” twice, that may mean “no.” Saving and keeping face is important in Singapore, and much is done to keep relationships harmonious. Always be polite, professional, and patient; it will be difficult to recover face if you disrupt that harmony by being disagreeable.
Email in Singapore is much more formal than in other cultures such as the US. It’s ok to cold email a prospect as long as you’ve done your homework and know that they are the right person to reach out to.
Use traditional letter writing guidelines for professional email etiquette. Don’t expect an immediate response, Singaporeans may not read their email every day.
Do’s:
- Address recipients formally
- Be concise and direct
- Be respectful and polite at all times
- Clearly state that you are writing on the behalf of someone, using their title
- Use polite and formal salutations and closings
Don’ts
- Avoid emoticons and attachments
- Avoid negativity, be non-confrontational, without criticisms
- Don’t assume that a situation is being handled just because you sent an email about it. You’ll need the buy-in and approval from the person and team first
To Dress Up Or Down, That Is The Question
Singapore enjoys warm but humid weather. Because of this, most Singaporeans tend to dress business casual. In a business setting, however, it is recommended that men wear long-sleeved shirts and ties. Depending on the occasion, jackets may also be necessary. Women have a few more options. They can pair long-sleeved blouses with knee-length or mid-length skirts. Some women may also enjoy wearing summery shirt-dresses. The key is to appear fresh, dry, and professional.
Your Knowledge Of Social Media and Online Etiquette Is Critical To Business Success in Singapore
Singaporeans are savvy online users. According to the 2015 Global Information Technology Report, the country ranks #1 in network readiness in the world. 88% of Singaporeans own smartphones, and 40% own tablets (in the United States the figure is 35%). Additionally, 9 out of 10 Singaporeans have social media accounts. While these figures support a thriving business network on the island, be aware that your knowledge of online etiquette is crucial to your success.
Consider that everything you print, post, or upload on the Internet is permanent. So, refrain from posting inappropriate pictures on social media accounts. Preserve courtesy, discretion, and respect at all times. Refrain from making rude comments that will damage your reputation in the future.
Use What You Know About Singaporean Culture To Your Advantage
Singapore is a study in contrasts; modern Western norms coexist with more traditional Eastern conventions in Singaporean society. For example, the concept of “saving face” is key to facilitating cooperation and easing conflict during business negotiations. The Singaporeans welcome harmonious discourse but shy away from hostile debate. A little known way to allow your Singaporean counterparts to “save face” is to respect the importance of gender roles within the culture.
Gender Differences
In a 2015 YouGov survey, Singapore ranked 12th out of 24 countries in terms of its attitude towards gender equality. According to the survey, four out of ten Singaporean women believe that it is the wife’s responsibility to cater to her husband’s needs. The women also indicate that a marriage may suffer if a wife’s earnings surpassed that of her husband. At the same time, 7 out of 10 Singaporeans agree that men and women are equal. So, if you’re a woman doing business in Singapore, respecting this dichotomy in gender roles is key to understanding your male counterparts. Be confident, yet cooperative; avoid the appearance of inflexibility, but pursue your cause with courtesy and patience. This will place you ahead of the competition.
In this vein (whether you’re a man or a woman), refrain from arguing with senior managers in front of their junior subordinates. If your Singaporean business counterpart is older than you or anyone in your business delegation, refrain from openly debating or correcting this individual. Your patience will be rewarded with the esteem of your Singaporean counterparts.
About Globig
Is your international business and data privacy compliance crushing your day-to-day productivity? If yes, Globig can help.
