NUANCES OF ETIQUETTE IN MEXICO, for Business Travelers
Frank (Pancho) Shiell
For the Observant Traveler:
Business Etiquette and Language Nuances
As close as Mexico is ― about one-third of the República Mexicana is located north of the Brownsville, Texas border ― it is amazingly foreign. Geographically, Mexico is just as North American as the United States and Canada because all three countries comprise the continent. Yet Mexico is so extraordinarily very different, and perhaps even more exotic than other nations far away across the oceans.
“…Mexico is becoming an economic powerhouse,” states Greg Custer, president of Destination Ventures and author of his company's educational manual for travel agent seminars. Since Mexico is so closely related to the United States in terms of commerce, meetings and conventions, it is essential for the foreign business traveler to have some understanding and sensitivity for Mexico’s culture, language, customs, as well as social nuances, etiquette and modus operandi of doing business. No matter how many trips one makes, there is always much more to learn.
Contemporary Mexico is vibrantly rich with a still-living heritage from brilliant ancient civilizations including the Aztec Empire. Its capital was conquered by the Spaniards who superimposed their own civilization, building in its place the most European city in the Americas and capital of New Spain ruled by the Spanish Empire.
These are the origins of Mexico City, the oldest capital on the continent, where ancient pyramids, baroque palaces, chic avenues, and ultra-sleek high-tech skyscrapers (some with pyramidal design motifs) all juxtapose to form one of the most fascinating and sophisticated cities in the world.
Whether you travel to Mexico City, or major cities such as Guadalajara or Monterrey, it is imperative and rewarding to be keenly observant of your surroundings: buildings, monuments, people, actions, gestures, expressions. Look and listen. Even if your Spanish is limited, tune in and concentrate on what people say.
Mexicans are innately friendly, polite and respectful. In fact respeto is a key factor, a state of mind, whether at home with the family or in a social or business situation. Even a small degree of rudeness means lacking respect (faltar respeto) which is unacceptable behavior.
Unlike English, Spanish and many other languages have additional conjugations that distinguish between the formal and familiar modes of addressing one another. In Spanish they are the usted and tu tenses respectively. In English the differentiation blurs, so this social sensitivity is expressed by a tone of politeness and respectful manner. At first encounter, the formal usted form is usually appropriate and acknowledges respect, especially when addressing and elder or someone in a high status. A friendly conversation among contemporaries or colleagues can easily segue into the familiar tu, but let the other person first establish the confianza, which means rapport, degree of friendship, trust or confidence in your relationship.
Keep your ear tuned and you will recognize words with Latin roots in common with English, such as contrato (contract), etc. In many cases you can improvise and “translate by ear”. However be cautious because Latin-root words can deviate in their shades of meaning or even change definitions during their centuries of evolution into Spanish or English. Hence the hazard of committing a faux pas which could be embarrassing. For example, if you happen to be embarrassed, just play it safe and say perdón -- but do not say you are embarazado because that translates to “pregnant”.
Some words with different interpretations in Spanish define important concepts and healthy attitudes. The character trait of being formal (for-MALL) means reliable, punctual, a personal you can depend upon and who keeps his word and follows up as promised.
In Mexico, the word educación (edu-ka-see-OWN) refers to good manners and polite behavior (rather than academic studies) and is a quality cultivated at home with the family. Rudeness indicates a lack of “educación”.
Interestingly, the word "familiar" retained its original Latin root definition in Spanish: it refers to the family. A family holiday celebration would be a fiesta familiar (translators take caution). Sunday in the park is an actividad familiar. In Mexico, the family always takes priority.
Terminology can be tricky in different types of businesses. In publishing, for example, terms can be misconstrued in translation. A publishing house is a casa editorial (edi-tor-ree-ALL), and the publisher is editor (edi-TOR). A writer is an escritor or redactor, and his editor-in-chief is jefe de redacción. If you are offered an opportunity for publicidad, it does not mean (free) “publicity” but rather (paid) “advertising” (an advertising agency is agencia de publicidad). Publicity, or editorial coverage, is difusión. So, watch it.
Other examples of non-transferable Latin-root words: “facilities” (in a hotel or factory) means instalaciones in Spanish. Facilidad means aptitude or ease of doing something, and it can also mean favorable terms that are offered.
If you pay in cash, you pay en efectivo. Relatives are parientes, and parents are padres.
So whatever your business, or social occasion, be mindful of vocabulary variables.
In general be watchful and observing; focus on details and nuances, especially with body language. Mexicans are very expressive, and gesticulation is an integral element of communication and interesting to learn. But be careful to avoid certain gestures that in the U.S. are normal, but in other countries are offensive (e.g. wiggling your upward-pointed index finger to indicate “come here”, or the “ok” sign forming a circle with the thumb and forefinger).
Always shake hands with men and women upon meeting and departing. It is customary to greet and shake hands with each person in a reasonably small group such as a cocktail gathering, and to do so again upon leaving. Depending upon the ambience of the situation, the lady may politely move her cheek toward you for a greeting kiss, as they do in Europe. (Note, in Europe there is usually a kiss for each cheek; in Mexico, just one.) Later when confianza develops, the handshake between men can become an abrazo (embrace).
Make eye contact, whether with distinguished personages or with employees. Don’t get too chummy right away with service personnel such as waiters or bellboys; it can make them feel awkward. It is appropriate, especially for a foreigner, to address them in the usted form indicating respect. Later on when confianza is established, you will sense whether it is suitable to segue to the tu form. However, they will almost always address you as usted on an ongoing basis because it is customary to acknowledge social status.
Luncheon (la comida), the principal meal of the day, is usually from 2:00 to 4:00 (or even later) which gives ample time for good conversation, a multi-course meal, ease of digestion and metabolizing. It is a healthy and civilized custom. First-time business lunch conversation is usually a pleasant procedure of getting acquainted and establishing confianza. It would appear rude to talk business or try to “close the deal”. This is indeed a respectful event, fashionable, an occasion for enlightened and amusing conversation, and an opportunity to make a favorable impression.
In Mexico and other principal cities there are countless elegant restaurants for business lunches. Many are located within five-star hotels and some, in fact, are branches of the most prestigious New York and Parisian restaurants. Service is generally impeccable. Business attire is conservative; men usually wear dark suites. In general, Mexicans dress fashionably, with European flair, and they are meticulous in their grooming.
More appropriate for down-to-business discussions is the early-morning faster-paced “power breakfast” (at 7:30 or 8:00 a.m.) at an upscale restaurant, both effective and fashionable.
When you arrive and are seated at a restaurant, those at tables around you will politely greet you with buenos días, buenas tardes, or buenas noches (depending on the time of day). And as they depart and walk past your table they will say buen provecho (“enjoy your meal”).
Observe table etiquette and you will notice the European style of holding cutlery. Synchronized French service is often a pleasant surprise. Never shake hands when you or another is seated at a dining table, or even eating at a taco stand, because it is considered unhygienic. Don’t be surprised if a person extends his forearm to be grasped instead of extending his hand. That is the proper way. Mexicans are very mindful of hygiene, and they learn good manners at home.
In restaurants serving authentic Mexican cuisine, chile-pepper spicy sauces are optional and usually served on the side. The word for “hot” in this case is picante, NOT caliente which means high temperature. So, don’t confuse the waiter. If you ask for your soup “no caliente”, it will be served cold. (Soup, by the way is sopa; soap is jabón).
Among the niceties of Mexican service, the waiter will never bring the check until it is requested, so you can sit and chat for as long as you wish. Nor would he remove any condiment, or your plate even though everything has been eaten, without requesting your permission (con permiso). To request the check, just do a subtle finger mime with thumb and two fingers indicating writing.
Consider combining business travel with cultural activities and pleasure. You will enrich your experience as well as your dining conversation. Do some sightseeing, visit museums, and in Mexico City you absolutely must see the Historic Downtown Center with its vast main square called the Zócalo.
Be creative with your air itineraries: if Mexico City is your business destination, book your flight instead to a tropical beach resort such as Acapulco, Ixtapa-Zihuatanejo, Puerto Vallarta or Cancun, with Mexico City as an en-route stopover (through airfares are usually about the same, especially in business class – check Aeromexico and Mexicana.) Then comes Friday and you can fly to the coast for a long weekend, and fly home with a suntan. Your spouse and family could join so you can enjoy a vacación familiar. You can also take advantage of resort itinerary combinations with other cities where you may be traveling for business such as Guadalajara, Monterrey, etc.
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