Business travelers from North America will find the Netherlands one of the most comfortable countries to visit in Western Europe, because Dutch culture is in many respects quite similar to that of the U.S. and Canada, but be prepared for more bluntness and criticism and less tact. The Dutch pride themselves in speaking English (and usually two to three additional languages) fluently. For many businesses, English is the preferred (if not mandatory) language.
Appointments—It is not necessary to use an intermediary to make contacts or schedule meetings. The Dutch mainly do business by appointment. Business appointments should be made as far in advance as possible—anywhere from several days to several weeks before your visit. Keep in mind that many Dutch businesspeople are away on extended holidays in summer. Punctuality is important in business dealings, although the Dutch are usually flexible and tolerant of delays because of traffic jams and road-construction detours. An excuse for lateness that you will hear at least once is "the bridge was open" (boats usually have priority over car traffic). In summer,
when there are a lot of boats on the canals, the bridges are open a number of times per day to prevent the occurrence of boat jams.
Personal Introductions—A handshake is a common form of greeting between men and women. Kissing three times on alternating cheeks (left, right, left) is a traditional Dutch greeting (and parting) custom for people of the opposite sex and often those of the same sex, although it is more common among women than men. This custom also extends to familiar business partners, though you should allow your Dutch acquaintance to take the lead in this regard. If he or she does initiate the greeting, you should reciprocate: Failing to do so could be taken as an insult. It is appropriate to stand when someone is being introduced to you, and to do otherwise could be interpreted as a snub. Business cards are used in the Netherlands in a traditional manner. There is no need to have your card translated into Dutch. It may surprise you that many of the cards you receive from Dutch colleagues will be in English. Refer to your acquaintances by their titles and last names until they invite you to do otherwise.
Negotiating—Business is usually conducted in the office. Although the Dutch are generally reserved and formal, how quickly people get down to business in a meeting varies with the age (and/or upbringing) of the person with whom you are dealing. You may find business conversations with younger people more informal in tone. Although there may be time for small talk before a meeting, it usually ends once the business discussions have begun.
Business Entertaining—Meals are usually treated as a break from business proceedings or a celebration of an agreement, although they can sometimes be part of the meeting. Lunch and dinner are the most common meals for business gatherings, with dinner being the most popular. A business breakfast is rare. Business lunches occur between noon and 1 pm, and a business dinner usually begins around 7:30 pm. Business meals typically take place in a restaurant. It is quite a compliment to be invited to a private home for a meal, as the tendency is for Dutch people to keep their homes private, open only to close family members and friends. If invited to a private home, it's common courtesy to take a gift of flowers and/or wine for your hosts, but it shouldn't be extravagant.
At meals, it is appropriate to eat everything served. If there is something you do not like and you leave it on your plate, then you may be asked if you would like something else. Occasionally you may need to eat with your hands, but avoid it when you can and follow the lead of your hosts. Although alcohol is quite prominent in the Dutch and European cultures, it isn't considered unusual if you don't drink. To say "cheers" in Dutch say proost (rhymes with boast). Quite often in small gatherings where people actually clink their glasses, it's appropriate to look people in the eye when you clink. Unless you have been specifically invited out to eat at the invitation and expense of someone, expect to go Dutch and pay for your portion of the bill. A 5%-10% tip is appreciated if the service is good. When paying by credit card, extra tips are usually given in cash.
Body Language—When engaged in conversation, the Dutch usually maintain some distance between one another. Friendly gestures such as a pat on the back are not common, because the Dutch are usually rather formal in relationships. All of the general hand gestures are fairly typical. Be careful, however, about pointing at or touching your index finger to your forehead between your eyebrows while looking at someone, as it may be taken as a sign that you are referring to that person as an idiot.
Gift Giving—It is not especially common to give gifts in business situations, but it is an impressive gesture. The kinds of business gifts that are considered appropriate are fine wines or other spirits. It may be a good idea to find out what your business host enjoys. The amount you spend on a business gift depends upon how big an impression you wish to make. When it comes to fine wines, for example, many Dutch people know by the label what's fine and what's not. The Dutch standard for the price range of gifts starts at about 20 euros for a gift for a young manager. If you are given a gift, you should open it immediately in the presence of the giver. Thank-you notes are appropriate and appreciated, preferably handwritten.
Conversation—The most common topic of small talk in the Netherlands is the weather. Vacation destinations are also a popular and safe topic. The Dutch also love to talk about politics. (There are 15 to 20 political parties in the country, depending on the time of year and the type of election, and political talk shows are very popular on Dutch television.) Your Dutch acquaintances will probably enjoy the chance to discuss politics with a visitor, but exercise some caution to avoid problems. It's usually wiser to ask questions about Dutch issues rather than stating opinions.
