Business Etiquettes in Africa

A seasoned businessperson knows that the key to creating an amicable business relationship with anyone requires mutual respect. So, naturally, doing business in a continent as diverse as Africa involves consideration for its business etiquettes and, of course, African translation service to translate African languages.

If you’re looking to go into the African market, this guide will help you familiarise yourself with some of the general practices of African countries and regions. In addition, you should understand the cultural background and philosophy of the country you’re visiting for business in particular. Africa is a huge continent with dozens of countries, hundreds of languages, and millions of people.

Greetings

You set the tone for the meeting with your greeting. As short-lived as it may be, if you end up doing something uncustomary, it can start the meeting on the wrong foot.

Handshakes are the most common greetings in Africa. Unlike the West, a soft handshake is a norm in almost all of Africa. However, there are exceptions in some places. For instance, in Kenya, women greet each other with kisses on the cheek. This is also common for men in North African countries such as Morocco, with a primarily Arab-speaking population. In Cameroon, the handshake is unique, with one person snapping their middle finger with their thumb.

However, as a businessperson, you can greet your African clients or partners with a soft handshake. Keep in mind that in Muslim countries, people of the opposite sex often don’t shake hands. So, if you have a meeting with someone of the opposite sex, stick to the verbal greeting.

It would also be friendly if you used the local greeting, for which you can use an African translation service to assists you. Typically, African business meetings aren’t very formal, so it would be rather polite and welcoming if your greeting is followed by asking about their health, family etc.

Also, in North African countries, handshakes can be a little long, so hang in there if they keep holding your hand for a few more seconds. It’s pretty standard in the northern desert regions.

Attire

Africa is developing fast, but there’s also a strong connection between the people and their roots. Therefore, your host might show up in traditional attire, which is acceptable in Africa for business meetings. On the other hand, you should not wear anything that is their tradition, which could be considered cultural appropriation.

You can wear a suit, but it’s not always necessary. It depends on where and what kind of meeting you have. For instance, if your meeting takes place when it’s hot, it’s acceptable to wear something more comfortable and weather appropriate.

In countries like South Africa, Egypt, and Nigeria, the corporate culture is very much aligned with the West. Therefore, wearing a suit to a corporate meeting is recommended in these countries. Having said this, not all business meetings are very formal. That said, the general principle for business meeting attire is to be conservative. That goes for both men and women. For women, it’s also important to be modest in their dressing and makeup, especially in North African countries where most people practice Islam.

Conversation and Translation

Africans are generally very generous people who often mix business with pleasure. In other words, it’s normal for business meetings to have informal conversations and anecdotes exchanged. Of course, you might hear a joke or two as well.

It’s essential to ensure that you use interpreters that help interpret African languages in these instances. Even if your host speaks your language, it would be best if there’s someone to translate their language for you, so there can be an even more open conversation.

You might even get invited to your host’s home, which you should not decline. Africans are generous and ambitious hosts who go above and beyond to make their guests feel welcome, even if they are business guests.

Dining

Food is a big part of the African experience. Even if your meeting is not at a restaurant, chances are it could move to a restaurant or someone’s home. This means you should also know the eating etiquette in African countries.

• In Muslim countries, eat with your right hand and try to avoid using your left hand.
• Don’t start eating until an elder has started eating on the table if there is one at the table.
• Don’t talk about business during lunch or dinner; mealtime is for friendly conversation only.
• In many African countries, it’s normal to eat using your hands, so you should also try using your hands instead of cutlery.
• If you have any dietary restrictions, you should let your host know beforehand, so they don’t end up preparing something you can’t eat.

Gifts

While your business exchange might not necessarily involve giving gifts, it’s still beneficial to know gift-giving etiquettes, too.

• Give your host the gift with the right hand or both hands, never with the left hand.
• It’s not necessary to wrap the gift but it is recommended. You can choose any gift wrap as long as it’s not too casual or derogatory.
• Don’t ask them to open the present in front of people.
• Avoid bringing alcohol to the meeting or their house unless you’re absolutely sure that they drink alcohol and would like it. (You can enquire in advance)
• Bringing gifts for children is highly appreciated, so it would be nice to get something for them if your host has children.
• During holidays, it’s customary to give small gifts or tips to workers and tradespeople as well.

Respecting the culture and norms of a place is the right way to do business. Africans are somewhat informal in their business meetings, which makes them all the more fun. However, still knowing the customs and rules helps avoid making any blunders.

Still, if you’re unsure about something, you can always ask your host. Africans love to tell foreigners about their culture, and indeed your host would acquaint you with the etiquettes in their country.