BC Business
Doing Business in Brazil | BCBusinessTaking a business trip to Brazil? Brush up on your etiquette before embarking for Latin America.
Eye to Eye: Standard salutations often start with a long handshake and steady eye contact for men, or a kiss on each cheek for women.
Self-Sabotage: Saying, “I’m sorry, I don’t speak Spanish,” when greeting your host won’t get you far: Brazilians speak Portuguese.
The Basics: Learn Portuguese pleasantries such as “good morning” (bom dia), “good afternoon” (boa tarde) and “how are you” (como está).
Face Time: While North American business often takes place by phone and email, in-person meetings are mandatory in Brazil. Getting to know and trust a potential business partner is imperative.
Coffee Talks: Learn to love coffee. A business meeting always includes cafezinho. Brazilians drink this intense brew sweetened—do the same to avoid a raised eyebrow.
It’s Only Time: CEOs may be up to 30 minutes late for a meeting. Don’t be offended—the locals see time as something outside their control. Be patient and relaxed about scheduling.
Go Local: When negotiating, use local lawyers, accountants and a translator. Brazilians don’t rush through negotiations; they want to slowly build trust with people, not with companies.
Schedule Smart: Don’t plan business trips to Brazil during Carnivale week (44 days before Easter).
Stay in Touch: Brazilians may be agreeable in a meeting, but that doesn’t mean the deal is sealed. Follow up after the trip and if they respond well, you just might be in business.
Business Lunch: Doing business over lunch is common. Order churrascaria, morsels of skewered, barbecued meat. Consider picking up the cheque—it will boost your reputation.
Dinnertime: A business dinner typically starts at 9 p.m. Impress your host by ordering the caipirinha, a cocktail made with cachaça (fermented sugarcane juice), sugar, lime and ice. If invited to your host’s residence for dinner, arrive 30 minutes late.
High Style: Brazilians dress sharply for business. Make it your mission to look as good as they do. For women, manicures are expected.
Get Personal: Because Brazilians are extremely animated, conversation is often informal. Share personal details and don’t worry about interrupting someone—it’s not only acceptable; it signifies enthusiasm.
Not OK: Beware, the “OK” gesture is considered inappropriate in Brazil.
Download the BCBusiness iPad app to access our Doing Business in Brazil video featuring etiquette instructor Andre Nudelman!
Etiquette Profs: Ray Castelli, CEO of Weatherhaven Resources Ltd. and member of the Canada-Brazil CEO Forum; Andre Nudelman, Brazilian businessman and chair for the Canadian Council for the Americas; and Sabino Ramos, regional director of Latin America at ACL Services Ltd.