5 Things to Prepare When Doing Business with Spanish People

Spanish business culture places significant value on personal relationships and trust-building before diving into transactional details. Initial meetings, especially in Bilbao, often involve extended introductions, pleasantries, and discussions unrelated to the core business agenda. This isn't a delay; it's a crucial phase for establishing rapport and assessing mutual compatibility.

Preparation: Allocate ample time for initial meetings, anticipating a slower pace than some Anglo-Saxon or Northern European counterparts. Be prepared to share personal anecdotes (within professional limits) and demonstrate genuine interest in your Spanish counterparts, their company, and even general cultural topics. Avoid rushing straight into a hard sell.

While not an excuse for poor time management, the Spanish approach to deadlines and scheduling can be more flexible than in other cultures. 'Mañana' (tomorrow), or 'ahora' (now), can sometimes refer to a broader, less precise timeframe, reflecting a prioritization of quality of life and interpersonal interactions over rigid adherence to schedules. This doesn't mean a lack of professionalism, but rather a different pacing.

Preparation: Build in buffer time for all project phases and meeting schedules. Confirm appointments closer to the date and be patient if there are slight delays. Explicitly reconfirming deadlines and desired outcomes, perhaps with a follow-up email, can help clarify expectations without appearing demanding.

Spanish business environments, particularly in more established companies, tend to be quite hierarchical. Decision-making often resides at the top, and respect for authority figures is evident in communication and meeting dynamics. Initial interactions often maintain a higher degree of formality, using 'usted' (formal 'you') until invited to use the informal 'tú'.

Preparation: Research the corporate structure of your Spanish partners and identify key decision-makers. Address senior individuals with appropriate titles and formality until they explicitly suggest otherwise. Ensure your communication is polite, deferential where appropriate, and avoids overly casual language, especially in early engagements.

Negotiations in Spain can be dynamic and may involve periods of spirited discussion, sometimes appearing more emotional than data-driven. While logic and facts are important, the personal connection built in earlier stages can heavily influence outcomes. Be prepared for bargaining and a desire to achieve mutually beneficial, rather than strictly win-lose, agreements.

Preparation: Develop strong arguments supported by data, but be ready to present them with conviction and an awareness of the relational context. Understand that flexibility and a willingness to compromise can be highly valued. Avoid aggressive tactics; instead, focus on building consensus and demonstrating long-term partnership potential.

Food and drink play a central role in Spanish culture and business. Business lunches and dinners, especially in a city like Bilbao renowned for its culinary scene, are integral to building relationships and continuing discussions. These are not merely meals but extended social engagements where further trust is solidified, and informal agreements may be reached.

Preparation: Accept invitations to meals and social events. Use these opportunities to deepen personal connections. Be aware of local dining customs, such as tapas culture or later dinner times in Spain. Show appreciation for the local cuisine – in Bilbao, this might mean pintxos or local wines – and use these relaxed settings to foster a strong professional bond.