Business Etiquette In Africa..

There’s no doubt about the fact that Africa has emerged as one of the world’s fastest-growing markets for consumer and capital goods, and is busy evolving to a very profitable place to do business. Of course, Africa is not homogenous and each and every country represents unique nuances and challenges to those wishing to partner on a business level. Not least of these challenges is the fact that cultural differences make for a very different set of expectations when it comes to business etiquette. Here are some of the basic etiquette norms that you may find common in Africa, particularly in the east and west regions...

Greetings
Greeting processes are extremely important in most African countries, so be sure to take time to perform this ritual thoroughly as rushing it could appear rude. When meeting a group, greet each person individually, in order of seniority, bowing your head slightly when the person is much older than you. Direct eye contact is used far less frequently in Africa– rather than showing trust and confidence, as it often does in western practice, it can demonstrate defiance or a lack of respect. In many African countries, soft handshakes are customary, and can be quite prolonged; in some Islamic countries it could even extend to a handhold. In Kenya, well-acquainted businesspeople of the same sex may greet with hugs; though it would be prudent to wait for this action to be initiated! In most cases, women are expected to receive a handshake, not offer one.
You can never go wrong with using surnames and titles when you first meet, with academic and professional titles emphasised. Business cards, while exchanged without formal ritual, should be presented and received with both hands or the right hand (the left hand is seen as unclean and its use should be avoided at all costs) and visibly studied before being pocketed.

Attire
While each business meeting will have its own code, it’s important to be smartly dressed with a tie, keeping your look modest and conservative. In particularly hot countries, dark suits can be replaced with lighter linen ones, and don’t be surprised if your host shows up in traditional dress. In countries like Tanzania, immodest dress is a sign of disrespect, and while it is accepted that foreign women in business will wear trousers, locals will always wear skirts.

Time sensitivities
“African time” happens at a slower and more relaxed pace than most Westerners are used to, making patience a virtue sorely needed to conduct business successfully. While punctuality is valued, it is not considered as vital as it is in some cultures and sticking to schedules is less important than an individual’s particular situation. Schedule meetings well ahead of time and call the day before to confirm – while your business partner might well arrive late, do your best to be on time.

Meeting conduct and negotiations
Many African cultures place huge emphasis on personal relationships, so you could well expect to spend the first two hours of your first meeting getting to know each other. Øjvind Krabbe, founder of AfricaPace, an online networking tool for business in Africa, has the following advice for how to navigate discussions: “It is custom to exchange greetings and pleasantries before starting the meeting. Just have a soft discussion about the environment, giving positive comments about special things you have seen or observed in the streets; avoid the topic of politics or criticism.
Ask questions and do not assume; learn and be modest. Use the correct titles for people and understand and show that you respect the rank of people. In negotiations never ever be rude, rather be firm and use charm – being tough will only offend. When you’re closing a deal, always make sure that ALL terms and conditions are clearly defined and written down and equally understood by both parties.”

Entertainment
Africans are renowned for eating and generous entertaining, and your host will most likely go out of his way to show you a good time. It would be considered impolite to refuse the social part of the business process, so be sure to reserve time for this aspect. Many countries don’t use knives and forks so expect to eat with your hands; though avoid the use of the left hand, especially in Muslim countries. In Nigeria, leaving some food is a signal that you have had enough; if you clean your plate you are indicating that you have not yet eaten your full.
Dinner may be served on a low table, with guests seated on pillows. Bear in mind that it is rude to show the sole of your shoe, so take note of your seated posture! Another impolite symbol is the western “thumbs-up”; and this applies across most of Africa. Be sure not to let your host know how good the food is with this common gesture! Expensive gifts are not necessary, but if you go to an associate’s home you may want to take fruit, nuts or chocolate or gifts for the children. Flowers are less appropriate, reserved rather to offer condolences on losses.

Getting acquainted with the African way of doing things will stand you in good stead to understand and embrace the culture. At the end of the day, your attitude will make or break your business success – either you will be seen as a new “coloniser” or a trusted business partner working together towards joint profitability. And correct business etiquette will go a long way to bridge that gap.