Hi! 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".

A couple of days ago I read a story in the paper about a working in a daycare center. The ladies who work there spend their days cleaning noses, changing diapers and writing in the logbook! That's right. In order to comply with the requirements of their insurance policies and to prevent unnecessary liabilities they write log every scratch, every conflict between kids and anything else that might be "of interest". I couldn't believe my eyes!

You see, fortunately in Spain this obsessive need to document every tiny incident in order to "cover your ass" just doesn't exist. Although quirky in many other ways, Spaniards haven't been subjected to three decades of lawsuits, torts and greedy lawyers. (The lawyers are greedy here too, but they use other tactics). This makes life much easier.

For example, you can give a coworker two kisses (on the cheeks) without worrying about being accused of harassment. You can give your teenage daughter a hug without someone thinking you're a pervert. And you can pick up a crying child without fearing that the mother's going to go screaming for a policeman.

After twenty years in Spain, I´m not sure I could adapt again to my home country and all our uptight ways.

Although you may think that this is just a minor detail, when you're doing business in Spain it is very important. Spaniards just don't understand why we worry about these things so much. Most importantly, when in Spain you mustn't expect that they follow your rules.

If your a woman, don't be startled if a Spaniard leans in to give you two kisses when you're being presented. If this makes you uncomfortable, learn to be quick offering your hand for a handshake. Even then, it will often be accompanied by two quick pecks. This isn't a come on by any means. They are simply being polite.

By the same measure, Spaniards are much more laid back when it comes to joking around. If you're in a relaxed setting it's common for both men and women to tell a few jokes. Often they may be sexual or scatological in nature. Don't be startled. If you don't like this kind of humor, I suggest that you just don't laugh. Spanish people are generally pretty perceptive about these things and they'll probably change subjects to make you feel more comfortable.

If you try to give them a lecture thought, they will probably be offended and will label you a prude for life. Remember it's their country.

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

He currently runs three successful companies entirely in the Spanish market.