This blog has been edited since its original publication in 2016.
Today, the United Kingdom is the top international destination for companies that are doing business on a global scale. Before you meet your British, Irish, Welsh or Scottish counterparts, it’s best to get to know a bit more about business etiquette in the UK.
Networking
It is very acceptable to speak with people you do not know well at a business function and networking is a big part of the business world in the UK. Meetup events, conferences, and industry events are perfect opportunities to meet new people and business prospects. Dress appropriately for the event and be punctual. Greet people with a firm handshake, smile, look them in the eyes, and address them by name but do not interrupt others’ conversations. Wait until there is a break in the conversation and politely ask if you can join in. Listen attentively and do not use your phone while networking.
Pre-covid, a lot of networking was done in pubs for a drink or sometimes in coffee shops. While things are slowly returning to a new normal, many businesses are still remote and before you venture a trip, please check if your prospects and business partners are comfortable meeting in person. Perhaps an outdoor cafe and pub will be more appropriate.
Londoners call this ‘pub culture’ and it’s very important socially and professionally. If you can, invite the person you’d like to get to know professionally for a drink at their favorite pub near their office. This is appropriate for men and women as well as mixed company and is not too forward. Often people from the US and other countries or cultures are not comfortable with meeting for drinks at a pub, but it’s a big part of business networking in the UK.
When first meeting, the tone and approach of your conversations will probably be formal and polite but once you’re familiar and comfortable with one another, meetings can quickly get more friendly and even at times become unpredictable and casual. Allow your UK guest to guide the tone, cadence, and formality.
Cold Email
Sending “cold” email is an accepted practice in the UK. It is very important to do your homework carefully ahead of time though to learn a bit about your contact. You should address the email to the person concerned, by their proper title and full name, be polite, non-confrontational, and professional. Make sure it addresses the specific needs of the specific department instead of unrelated to their roles at the company. Do not make a stab in the dark. Search for the right contact and don’t start pitching right away. People in the UK typically want to get to know you and understand what’s in it for them before they do business with you, even via email. They are by nature cautious and won’t move forward on things they are unsure about. The goal from your email is to get a call or a meeting, not a sale.
The above information applies to direct one-to-one communications. If you are sending a marketing email to a number of prospects, there are regulations with which you must comply. There are ways that you can effectively and successfully build lists and comply with the law, so be sure to follow the right approach. See Globig resources on email marketing regulations and other marketing tips for success.
In the beginning of a business relationship, email should remain professional and formal yet friendly. Address the email with proper titles followed by the person’s last name. The entire tone of the email should be formal. Allow the person you are communicating with to decide when to begin using a more informal tone and then follow suit.
Business Cards
The exchange of business cards is becoming less common but it is still used at conferences. When exchanging cards, it’s done without a lot of ceremony or meaning other than to trade contact information. Give the card a quick glance before putting it away as a gesture of politeness.
Dress
In the UK, still today, business attire is business formal and conservative for many industries such as finance, investments, and professional services. For these industries, men wear suits in darker shades, with dress shirts and ties. Men should avoid striped ties because of their representation of various institutions. Wear laced shoes, not slip-on loafers. Women also wear darker colors, skirts or trousers in more conservative businesses. Jeans are not commonly worn in the everyday business world.
In the startup world, casual and trendy stylish is the dress code. Being overdressed can be just as off putting as being underdressed so make sure to know something about the person you’re meeting with. It’s best to err on the more professional side with adding a leisure jacket over a casual shirt and pants or skirt, which you can then take off if needed.
Social Media
Use of social media for business purposes in the UK is well accepted and very common. Twitter, LinkedIn, and Facebook are all popular and used frequently, although some businesses block Facebook in the workplace. Facebook is most likely reserved for personal connections and you should wait before inviting someone to your personal Facebook account until you know them well. People in the UK tend to be more reserved and keep their personal and professional relationships separate.
Negotiating
Go into the negotiation process well prepared. Research all data, prepare cost analyses and spreadsheets. Be professional, friendly and formal, and have a polite indirectness because a direct approach may be considered aggressive or rude. Speak in a quieter tone of voice and avoid generalizations and use understatement in the negotiation process. Overall, people in the UK tend to avoid conflict and prefer amicable discussions instead of aggressive negotiations. Politeness is an art in the UK and instead of coming right out with objections or suggestions, they will hint at things hoping everyone will understand their nuanced hints. If there is an objection made, it will probably be politely stated and you should assume that the objection is a much bigger deal than the negotiators are communicating.
So, how do you know if things have gone well? Generally, if someone accepts an initial meeting, coffee, or pub drink request, they would like to learn more. If someone says ‘interesting’ in a meeting, that usually means that it’s not interesting to them. If a meeting ended sooner or more abruptly than expected, it probably was not successful. If, on the other hand, the meeting lasted longer, the atmosphere was positive or the other party showed interest in getting more information and scheduling a follow up, the possibilities of success are much higher.
To learn much more about UK business etiquette, go to Globig’s Knowledge Base on Doing Business in the UK.
