Finding common ground.

I've been living in Spain for almost twenty years. My wife is Spanish, my colleagues are Spanish, my customers are Spanish and by businesses are Spanish. Over these years I think I've learned quite a bit about "being Spanish".

If you want to get into the under-exploited fast-growing Spanish market, you need to know more than just how to speak Spanish. You need to understand Spanish customs, Spanish etiquette and Spanish business culture. Otherwise, you'll just be another American trying to "sell Spanish".

One of the most curious Spanish customs is the "mating ritual" all Spaniards go through when they first meet a new acquaintance or colleague. Basically they spend between three and fifteen minutes trying to find "common ground". They ask where the other person is from and they start there phrases with "Did you know..." or "I once worked with..." or "The last time I was in ...".

This act of "finding common ground" serves several purposes:

* Trying to establish if they share common friends and colleagues.
* Trying to establish a sense of credibility.
* Showing an interest in the other's background.
* Showing how important one's status and experience are.

If you've just been introduced to a Spaniard, don't try and cut this process short. For him it is an essential step for building a professional relationship. Often there are no common ties between the two people, but something of interest always show's up.

You should always remember that Spanish culture doesn't like being in a hurry and rushing through things. You may want to get "straight to the point," but during this "ritual" he is busy sizing you up and deciding if he can trust you. So slow down and help him "feel you out."

Dennis H. Lewis has been living in Alicante, Spain with his wife and two children for almost twenty years.