Spain has continued to make steady economic progress in recent decades and is now a vital member of the EU. Business travelers will find a moderately affluent country, in step with the age of high technology but still maintaining many of its traditions.
Appointments—You may find it valuable to have a local intermediary who can assist in establishing business appointments. Schedule meetings well in advance. As a visitor, you should be punctual. Catalonians pride themselves on their efficiency and timeliness.
Personal Introductions—Handshakes are the typical greeting. Last names with the appropriate Spanish title are used. If your acquaintance has a professional title, you will learn it when introduced; if not, senor (male), senora (married female) and senorita (unmarried female) are appropriate. The title and the person's last name should be used until you are instructed otherwise. Note that it is typical for Spanish people to have two surnames, one from their father and one from their mother. The father's surname will be given first during the introduction, and that's the name that is used to address or speak of the person. Thus, Federico Garcia Lorca would be addressed as "Senor Garcia." Invest in business cards with the information printed in English on one side and Spanish on the other.
Negotiating—Business is typically preceded by small talk and pleasantries. Negotiations can be a more extended process than in northern European countries. Companies tend to be hierarchical, so focus on individuals of equal rank or higher. At the same time, the opinion of everyone in the company is important. You are an outsider and must ingratiate yourself. Thus, expect many questions about your business, background and family. Intuition, as much as objective fact, is important in their impression of you, so remain warm and friendly in your demeanor. Anticipate that many of the people important to a decision may not be present at any given meeting.
Business Entertaining—Lunch and dinner are the meals most commonly attended by business associates. Lunch is usually the more productive for deal-making, but business discussions should be saved for the very end of the meal, during coffee. Know that dinner is usually served quite late—9 or 10 pm. Spaniards often fill the gap between lunch and dinner by snacking on tapas (appetizers) at cafes and taverns.
Body Language—Conversations take place at close quarters, and polite conversational touching may be practiced. The "OK" gesture, with the thumb and index finger forming a circle, is considered obscene in Spain.
Gift Giving—In business contexts, gifts are typically given at the conclusion of successful negotiations. Gifts should be opened and appreciated immediately. Appropriate personal gifts when visiting a home include flowers or chocolate, but avoid chrysanthemums, dahlias or 13 of anything.
Conversation—If you don't speak Spanish or Catalan, try to learn at least a few phrases well. In Barcelona, Catalan is spoken on an equal footing with Spanish, and the locals are generally impressed when foreigners take the time to learn the language. Spanish culture is always a good topic, as is Spanish literature, if you are knowledgeable. Sports and travel are good topics. Do not criticize bullfighting should the topic arise. Be aware that, in many regards, Spain is still a country of regions: Many people will identify more strongly with their local area than with the country as a whole. Catalonians consider themselves members of an autonomous nation, even though the rest of Spain strongly opposes this view—tread lightly with the topic.
