Swiss business culture: let's make a deal!
|
What you should know before negotiating with the Swiss.
|
Ensure that you bring a plentiful supply of business cards, since the Swiss are usually keen to exchange
them. When arriving for an appointment, you should give your card to the receptionist and/or secretary to
keep on file and, then, to everyone you meet, not just your counterpart or client.
There is no need to translate your business cards since most Swiss will speak or, at least, understand
English.
It is no longer necessary, or even desirable, to include any academic or professional qualifications on your
business card; your rank within the corporate hierarchy is much more important and, when designing your card,
you might consider having your professional title printed in a different font.
You might also include the founding date of your company, since the Swiss will be curious to know how long
your organization has been in existence and will be impressed if your company is an older, venerable
institution.
It is recommended that you inquire about the English-language proficiency of the Swiss businessmen you will
be encountering. If French, German, or Italian is what your Swiss contacts speak and understand the best,
you will want to be prepared.
If you use an interpreter, speak slowly and clearly. Avoid using idioms and frequently confirm that what
you have said has been understood.
Generally, the Swiss take a very long time to establish personal relationships. In this self-contained,
even closed society, there is a sharp divide between business and pleasure and a strong urge to protect
one's privacy. However, despite this initial reserve, if you are willing to put in the time and effort,
the long term rapport and bond you establish with them may prove to be very beneficial to your interests.
You do not have to have a magnetic personality to win favour with the Swiss; it is usually sufficient to
be a responsible, sound, honest businessperson. Maintaining control over your emotions and leading an
orderly, disciplined personal life are also esteemed qualities. Modesty and understatement are important
virtues and clarity is equated with sincerity.
Few women hold high-level positions in Swiss business and they must work much harder than their male
colleagues to achieve a comparable degree of success. Female business
travelers will, however, be accepted
in their own right but they must remain highly professional at all times, both in their behaviour and dress.
German Swiss tend to get straight down to business. The French and Italian Swiss, however, will expect some
preliminary 'small talk' and may even offer you a drink.
In any case, business is regarded with the utmost seriousness and humour has no place in negotiations.
Cracking jokes or urging others to 'lighten up' during a meeting will probably be received with hostility.
In this deeply conservative and highly regulated business environment, there is a significant reluctance
to take risks. The Swiss will require substantial information and persuasive argument before agreeing to
a new plan or procedure. Stolid, even smug, they may appear undynamic. Certainly there is no scope for
flexibility and improvisation but the Swiss are not wholly averse to new ideas, especially where they can
be allied to their traditional reputation for extreme efficiency. Swiss innovation is not spontaneous,
however, it requires meticulous planning and therefore takes time.
|
Further advice on negotiating
Organization, procedure and planning lie at the heart of Swiss business success. Clear systems are all-
important. Meetings always have a detailed agenda that is followed to the letter. Discussions are open
but not aimless. Everyone is expected to contribute with the goal of arriving at a consensus, solving a
problem and formulating an action-plan. Agreements and contracts are rigid and you can trust your Swiss
colleagues to perform their allotted tasks without any need to chase them up.
Presentations should be clear and concise and it is advisable to have a printed summary available in the
local language.
There is a general preference for written rather than oral communication and it is strongly recommended
that you keep your own accurate written records of all negotiations because the Swiss certainly will.
Generally speaking, the German and French Swiss are conceptual, analytical thinkers; the Italian Swiss tend
to think associatively. The German and French Swiss often have a tendency to use universal rules to solve
problems, while the Italian Swiss usually prefer to become personally involved in each situation.
In general, German and French Swiss rely on empirical evidence and other objective facts for evidence,
while Italian Swiss depend more on subjective feelings. In both cases, nationalism and utopian ideals may
influence perceptions of the truth. Swiss culture remains ethnocentric and maintains a cautious attitude
towards all outside influences.
The Swiss have a reputation for getting the best possible deal from opponents without ever appearing
aggressive or demanding. Their quiet self-confidence, combined with the exceptional quality and value of
their goods and services, allows them to sidestep the 'hard-sell' and other high-pressure tactics in the
knowledge that they enjoy a strong bargaining position. Nor, since they will refuse to rush a decision,
will they succumb to high-pressure tactics themselves. Any attempt to bulldoze through a proposal will
meet with stern disapproval.
|
Some final remarks
The Swiss are good at making you believe that 'you get what you pay for.' They will make you feel that you
have made a questionable proposal if you try to drive too hard a bargain. They remain straightforward in
negotiations and make a genuine effort to see matters from the opponent's perspective. Moreover, they are
quick to make helpful suggestions, even when it is not necessarily in their own interests. Their primary
goal is an equal partnership and mutual benefit.
It is a curious paradox of Swiss business culture that decision-making is an autocratic process founded in
consensus. The German Swiss in particular are good team players; the boss is one of the team and it is the
team that reaches a decision. However, there is a rigid, deeply entrenched hierarchy; only the highest
individuals in authority really make the final decision. Moreover, although everyone involved or affected
must be in agreement, the final decision will pass unquestioned once it is reached.
The Swiss strive to avoid
conflict and disagreement and are uncomfortable with the anarchy of a brainstorming session, but work together
within a clear and respected hierarchy under the guidance of a leader, who makes the decision that has been
previously accepted by all concerned. This need for consensus inevitably slows down the decision-making
process. French and Italian Swiss are less rigid in their approach but remain more Swiss than French or
Italian.
You should be warned that individuals with seniority, rank, and authority are often very discreet in
exercising their power. Frequently, they will assume an air of (apparent) modesty and kindness. In most
organizations, though, a person's car and the location of his or her parking space in the company lot will
be key indicators of their real status.
For the most part, the Swiss are reliable, efficient and can be trusted to follow through. They are also
very good at maintaining confidentiality. Even in offices with secretaries, envelopes addressed to
individuals will usually be opened only by the addressee. It is recommended that you inform the secretary
when you are sending mail that requires an immediate response, so that he or she can alert your correspondent.
|
Text – Executive
Planet
|
|
|
|
