The Power of Relationships
In Brazil, relationships are paramount, whether you're venturing into business or seeking home repairs or service providers like housekeepers and cooks. This cultural norm differs from the more transactional approach often seen in the United States.
Trust as Currency
Relationships serve as the foundation of trust in Brazil. While North Americans often rely on online reviews and internet searches, particularly for personal purchases, Brazilians place greater emphasis on personal connections and recommendations. In Brazil, who you know matters as much as what you know.
Seeking recommendations from friends, family, or trusted contacts is the norm when choosing service providers or making purchases. This emphasis on trust is deeply ingrained in Brazilian culture, illustrating the significance of personal connections. For example, the person who is translating our book into Portuguese is a connection of one of my husband’s friends. Our housekeeper/dog walker also provides services for several of our neighbors and has done so for many years.
A Cultural Comparison
Business deals in Brazil are frequently sealed over leisurely meals, emphasizing personal connections over transactions. Many Brazilians cherish face-to-face interactions, making it crucial to invest time in building relationships with potential business partners, colleagues, or clients.
While the United States values relationships and networking, Americans often adopt a more task-oriented, transactional approach. In the US, businesspeople are trained to focus on results so there is an expectation that meetings are efficient and goal oriented. This means that Americans tend to get down to business quickly and may get impatient or frustrated when they don’t see results right away. Americans are also comfortable doing business in online meetings or over the phone. Face-to-face meetings are nice but not necessary in most situations. In the US, people are also more likely to rely on online resources like reviews, ratings, and web searches when seeking services or making purchases. The American businessperson will typically look for the most efficient way to get something done – as they say, “time is money”.
Some Cultural Tips
Understanding the importance of relationships in Brazil has significant cultural implications, especially for those doing business or residing in the country. Here are key takeaways:
Patience is Key: Building trust and connections takes time. Invest in personal relationships before diving into business discussions. Be prepared for long dinners and conversations that seem to go nowhere. In time, the effort to build the relationship will bear fruit.
Networking Matters: In Brazil, your network equates to your net worth. Attend social events, engage with locals, and forge genuine connections.
Recommendations Count: Whether you're new or a long-time resident, rely on recommendations from Brazilian friends or colleagues to find reliable professionals.
Be Authentic: Be sincere and authentic in your interactions. This will help to build trust and credibility as a foreigner in Brazil.
In conclusion, relationships are the lifeblood of Brazilian culture, shaping both business and personal life. To thrive in this vibrant and diverse country, embracing local customs and values is essential. In Brazil, it's not just about what you do; it's about who you do it with. For an American like me to adapt, I need to change my mindset and behaviors – exhibiting more patience and investing more time and effort in my relationship building.