Writing to Brazil
Brazil is a huge country with a multi-faceted culture that pulls its diverse peoples together, but the middle class that runs the business world is small and relatively concentrated, though growing. As a result everyone knows everyone, and personal relationships are crucially important. You need to make contact gracefully, maintain relationships, and understand expectations and attitude.
In order to do this, you must be on the scene. Write a brief letter saying that you’re coming to Sao Paulo, for example, establish why you’re contacting the person, what you want, and definitely anything in common you can find. A vague general exploratory conversation doesn’t work. People make plans more spontaneously, so trying to set a meeting up weeks in advance may not work. Neither does showing up on someone’s doorstep.
You’re likely to find Brazilians polite, warm and friendly but they’re also very shrewd in evaluating your potential value. Brazilians themselves have an acute consciousness of class and more subtly, race. They are keyed in to status markers like where someone went to school and brands. They have their own elaborate system that gives them a social map of their own networks.
To find a place in that network, do your homework and look for a contact. Don’t expect to transact business quickly. Quick deals do not happen. Work on the relationship and keep building it.
Practical tips for email and letters
Brazilians see no meaningful distinction between British and American writing styles. Email is a widely accepted means of communication. The post office works, but not quickly.
Tip.eps People generally prefer getting straight to the point unless a relationship has already been established. Polite, clear and direct are fine, but Mariana Esteves notes that ‘pragmatism and straightforward writing can sound like giving orders.’ She recommends using softer language.
For a letter, opening and closing phrases in Portuguese are usually welcome. Prezado is equivalent to Dear, as in Prezado Sr. (or Sra.) Silva.
When reaching out to a large Brazilian business present mutual advantage early. Try to open with a compliment that relates to the person’s work. If you’re introducing yourself because you want to import children’s clothing, for example, you can say ‘I saw beautiful examples of your work in XXX and would like to talk to you about importing them to my store in London. I’m arriving on YYY. . . . ’ Or, ‘I hear you are the top company in Brazil for . . . .’
A cold call letter may or may not succeed. Look for connections. ‘The content of a letter is less important than how you established the contact – who introduces you and how,’ Leni Silverstein says. Reference your contact or anything else you have in common immediately.
To begin a dialogue with writing, have the material or prospectus translated into Portuguese and attach it to your letter.
A formal ending may be Desde ja agrudeco (Thanking you in advance), and finally, Atenciosamente (Yours sincerely). If you write anything in Portuguese be sure to use the proper accent marks.
Mistakes to avoid
When communicating with Brazilian business people:
check.png Read between the lines: Brazilians dislike saying ‘no’ directly, so be on the alert.
Don’t expect speedy action with business formalities like registration; Brazilian law is cumbersome, inefficient and time-consuming.
check.png Take care in telling someone the people you already talked to because the person may be ‘out of network’ and not a friend.
Don’t make jokes when writing or speaking; Brazilians love humour but their jhumorre often risqué.
Cultural issues
Business and networking in Brazil blends personal relations. ‘Networking is more about having a beer and talking about sports and general subjects than going straight to the point,’ Mariana Esteves says. ‘Relationships have to be built and then business will grow, but not before that.’
The younger generation is more casual than the older ones in some ways, but you should still conduct business formally.
Tip.eps Leni Silverstein suggests two courtesies that can help in Brazil – or any country foreign to you:
check.png Get a mobile phone with a Brazilian telephone number, so you have a local number.
check.png If you are comfortable reading Portuguese (or another language), you may write in English and invite the other person to respond in his or her own language, a gesture that is highly appreciated.
Contributors: Leni Silverstein, Anthropology PhD and independent consultant with Strategies for Development, a non-profit engaged in international gender and women’s health issues; Mariana Esteves, International Relations Consultant affiliated with US-Brazil Connect, which brings together Brazilian and American students.
In order to do this, you must be on the scene. Write a brief letter saying that you’re coming to Sao Paulo, for example, establish why you’re contacting the person, what you want, and definitely anything in common you can find. A vague general exploratory conversation doesn’t work. People make plans more spontaneously, so trying to set a meeting up weeks in advance may not work. Neither does showing up on someone’s doorstep.
You’re likely to find Brazilians polite, warm and friendly but they’re also very shrewd in evaluating your potential value. Brazilians themselves have an acute consciousness of class and more subtly, race. They are keyed in to status markers like where someone went to school and brands. They have their own elaborate system that gives them a social map of their own networks.
To find a place in that network, do your homework and look for a contact. Don’t expect to transact business quickly. Quick deals do not happen. Work on the relationship and keep building it.
Practical tips for email and letters
Brazilians see no meaningful distinction between British and American writing styles. Email is a widely accepted means of communication. The post office works, but not quickly.
Tip.eps People generally prefer getting straight to the point unless a relationship has already been established. Polite, clear and direct are fine, but Mariana Esteves notes that ‘pragmatism and straightforward writing can sound like giving orders.’ She recommends using softer language.
For a letter, opening and closing phrases in Portuguese are usually welcome. Prezado is equivalent to Dear, as in Prezado Sr. (or Sra.) Silva.
When reaching out to a large Brazilian business present mutual advantage early. Try to open with a compliment that relates to the person’s work. If you’re introducing yourself because you want to import children’s clothing, for example, you can say ‘I saw beautiful examples of your work in XXX and would like to talk to you about importing them to my store in London. I’m arriving on YYY. . . . ’ Or, ‘I hear you are the top company in Brazil for . . . .’
A cold call letter may or may not succeed. Look for connections. ‘The content of a letter is less important than how you established the contact – who introduces you and how,’ Leni Silverstein says. Reference your contact or anything else you have in common immediately.
To begin a dialogue with writing, have the material or prospectus translated into Portuguese and attach it to your letter.
A formal ending may be Desde ja agrudeco (Thanking you in advance), and finally, Atenciosamente (Yours sincerely). If you write anything in Portuguese be sure to use the proper accent marks.
Mistakes to avoid
When communicating with Brazilian business people:
check.png Read between the lines: Brazilians dislike saying ‘no’ directly, so be on the alert.
Don’t expect speedy action with business formalities like registration; Brazilian law is cumbersome, inefficient and time-consuming.
check.png Take care in telling someone the people you already talked to because the person may be ‘out of network’ and not a friend.
Don’t make jokes when writing or speaking; Brazilians love humour but their jhumorre often risqué.
Cultural issues
Business and networking in Brazil blends personal relations. ‘Networking is more about having a beer and talking about sports and general subjects than going straight to the point,’ Mariana Esteves says. ‘Relationships have to be built and then business will grow, but not before that.’
The younger generation is more casual than the older ones in some ways, but you should still conduct business formally.
Tip.eps Leni Silverstein suggests two courtesies that can help in Brazil – or any country foreign to you:
check.png Get a mobile phone with a Brazilian telephone number, so you have a local number.
check.png If you are comfortable reading Portuguese (or another language), you may write in English and invite the other person to respond in his or her own language, a gesture that is highly appreciated.
Contributors: Leni Silverstein, Anthropology PhD and independent consultant with Strategies for Development, a non-profit engaged in international gender and women’s health issues; Mariana Esteves, International Relations Consultant affiliated with US-Brazil Connect, which brings together Brazilian and American students.