Although most Spaniards are receptive to new information and ideas, you may find that
they do not change their minds easily. Indeed, older [male] Spaniards especially in the
south may seem distinctly unreconstructed.
Feelings, as much if not more than objective facts or empirical evidence, often play an
important part in Spanish business culture. Consequently, it is important that you work at
developing an excellent rapport with your Spanish counterparts. If they have a favourable
impression of you, and believe that you can be trusted, the likelihood of success increases.
Faith in the ideologies of the Church and/or a residual nationalism may also be important
influences in decision-making.
Even if your Spanish counterparts seem friendly and encouraging, they may not be
forthcoming with information they consider valuable.
If you are interrupted while talking, do not interpret this behaviour as an insult or a cause
for concern. More often than not, the Spanish participants interruptions indicate genuine,
animated interest in the discussion. Equally, the Spanish give advice to one another and to
visitors freely, so you should not take offence at this habit.
Honour and personal pride mean everything in Spanish culture; you must avoid insulting
the Spanish [male] ego at all costs. This can be particularly tricky when dealing with
unqualified men who will often feel threatened by technocrats of either sex.
You must do everything you can to prevent yourself and others from losing face, e.g.