Understanding British business culture

As you know, mastering Business English is a must if you want to do business in the United Kingdom. But is that really enough to negotiate effectively with our island neighbours? You also need to be able to understand how they operate, with the first step undoubtedly being to distinguish between the English, Welsh, Scottish and Irish! Here are 3 key points to help you understand the cultural differences and work in harmony with the British.

Let’s Be Polite!

If there is one thing the British value, it is courtesy. Whether speaking or writing, you should never forget the basic words of politeness and should make sure to be punctual for both in-person and virtual meetings. During a first meeting, your contacts will appreciate a firm handshake, but may simply greet you from a distance if they see you several days in a row. The perfect combination of good manners and efficiency!

Their way of conducting discussions reflects the same restraint. The British prefer win-win approaches to open conflict. They often communicate indirectly, which can sometimes lead to misunderstandings. Learn to read between the lines and pay attention to every euphemism. Is your contact expressing a few reservations about your project? It may mean that they are ready to stop everything altogether!
The famous British sense of humour can even become a way of saying things without expressing them clearly. Watch out for false friends and learn a few typical expressions!

Business is business

Although they dislike direct confrontation, the British are nevertheless skilled strategists and formidable business partners. They can be very patient and show unwavering resistance during periods of negotiation. Their legendary composure is no myth. Be careful: they are highly skilled at using techniques of influence and know how to gain the support they need to succeed.

Did you fail to secure the contract you were hoping for? Did you feel you were in a difficult position? Don’t take it as a personal attack. The Anglo-Saxon mindset remains very pragmatic. After all, business is business, and everything comes down to calculation. Decisions are based on facts and concrete information. Fair play, certainly, but that does not mean giving in to sentiment! The British tend to see emotional displays as signs of weakness.

Don’t hesitate to play the game and use the same methods. Your contacts will no more hold it against you than if you were competing against each other in a sporting tournament!

A Quick Trip to the Pub?

The opportunistic side of the British does not prevent them from being welcoming towards their business partners. Meetings generally begin with a neutral topic such as the weather, as a way of starting the conversation. After this essential small talk, it is time to move on to the important subjects. Discussions are always taken seriously, even when they take place in an informal setting. The British are usually forgiving of foreigners with less-than-perfect accents.

They will happily repeat their sentences once, twice, three times… even if they often forget to slow down their speech!

But their sociable side becomes especially apparent at the end of the day, when they invite you to have a beer at the pub across the road. This opportunity to unwind is an integral part of British culture. It is a valuable opportunity to develop personal relationships which, whether you like it or not, will have no influence on the following day’s business transactions…

Have you ever done business with the British? What did you think?

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