Business culture of Colombia

Understanding business etiquette in Colombia is paramount to ensuring the smooth operation of your business in one of Latin America's most dynamic and promising economies.

Meetings and Greetings

Start arranging meetings a few weeks before you would like to hold them, but don't wait to confirm the time until your visit. If you are arranging meetings through a local partner, be aware that the time may change. You should confirm the time the day before the meeting. It is important to arrive on time. Colombians are generally punctual when it comes to business meetings. Punctuality shows respect for a person's time and attention. A five-minute delay is forgivable.

When meeting someone, expect a firm, long handshake with intense eye contact. Address people by their proper titles and wait for the other person to address you by name.

It is customary to exchange business cards when meeting for the first time. Allow some time for small talk before any serious discussion of business. If the parties are meeting for the first time, this initial introduction may take up the entire meeting.

Meetings may not always follow a precise agenda. The meeting agenda is more of a starting point, but topics and issues are addressed as they arise. Once negotiations are concluded and decisions have been made, it is important to stay a little longer for a final small talk.

Spanish is the official language of Colombia. Any attempt to speak Spanish will be well received. Colombians welcome presentations and brochures containing key information. You should also have marketing materials that can be translated into Spanish.

Follow the meeting, send an email outlining the main points discussed and what was agreed upon.

Communication Considerations

Personal relationships play a large role in Colombian business culture. Family connections are often the key to business success in Colombia. Introducing third parties can be helpful, as Colombians prefer to work with people they know and trust. It is also advisable for people to meet face to face as often as possible, as this deepens the personal relationships between partners. Verbal agreements are usually respected based on trust — Violating them can jeopardize the business relationship.

Colombians are likely to be happy to get to know you and therefore may ask many questions about your family and personal life. They invest a lot of time and effort in their relationships and getting to know those they work with. To deepen the relationship, try to be as talkative and open as possible with Colombian partners. The impression you leave can have a huge impact on decisions and may even outweigh business goals. Colombians may ignore empirical evidence based on feelings. For example, if you have a great offer, but they do not like your attitude, they may refuse the offer.

It is important to show respect and courtesy to a business person's secretary. Attention directed at them can sometimes lead to future success and meetings.

You may be invited to someone's home to have dinner with them in the interests of developing a business relationship. It is considered very impolite to refuse.

Colombians prefer face-to-face communication. If this is not available, they are generally more willing to discuss matters over the phone than via email. To maintain this balance, try to call as often as possible and then follow up with emails that summarize the main points.

Business cocktails and formal receptions are more common than dinners. They are great ways to network and discuss new endeavors. Lunch in Colombia is formal. The most important person at the meeting will sit at the head of the table. You should wait until the host seats you. When everyone has been served and the host says, “Buenprovecho” ("Bon Appetit!"), you can start eating.

As a courtesy, local companies hosting foreign businessmen often invite them on a tour of the main historical sites of the city they are visiting, as well as take them to famous or typical restaurants. Therefore, it may be a good idea to do some research in advance about the place you want to visit and what you would like to do. Demonstrating a genuine interest in Colombia will help you achieve greater success both socially and professionally.

Dress Code

Colombians consider clothing and presentation to be an indicator of status. Men are expected to wear suits, and women are expected to wear appropriate business attire. Unless otherwise stated, evening events have a formal dress code.

Negotiation Practices

Negotiating in Colombia is a complex process that is influenced by cultural norms and specific strategies. Colombians prioritize building strong relationships before diving into negotiations. This emphasis on rapport stems from a desire for mutual trust and long-term partnerships. Expect initial meetings to be social, and focus on getting to know your counterparts. This investment in relationship building lays the foundation for successful negotiations.

Show genuine interest in your counterparts and their culture. Patience is key. Rushing the process can be seen as disrespectful. Colombians often prefer indirect communication during negotiations. This includes using euphemisms, avoiding strong disagreements, and focusing on finding common ground. Disagreements may be expressed through subtle body language or indirect questions rather than direct confrontation.

Pay close attention to non-verbal cues to ensure full understanding. Be patient and allow lengthy discussions to reach agreements. Rephrase or clarify points when necessary to ensure everyone is on the same page. In general, Colombians have an incredible work ethic. However, their reluctance to say "no" outright means that there may be some misunderstandings about timelines and deadlines.

While Colombians value quality, they generally consider price to be the best indicator of a successful partnership. Colombian negotiations tend to be lengthy and involve multiple rounds of bargaining. Be prepared for a patient approach, with concessions expected from both sides. Be prepared to make concessions, but do not offer them immediately. Maintain a respectful and professional demeanor throughout the process.

Several cultural aspects influence Colombian negotiating methods. Hierarchy is important. Decisions are often made by superiors, so be prepared to involve them in the process.  Important decisions are usually made by senior management with minimal input from lower-level employees. While this may slow down the process, it promotes respect for authority.

Holidays and Observances That Affect Business Operations

Colombia's rich cultural tapestry is reflected in its holidays and celebrations that can affect business operations. Understanding this can help you plan your business activities more effectively.

Colombia celebrates several national holidays established by the Ministry of Labor:

• New Year's Day (January 1) marks the beginning of a new year.
• Labor Day (May 1) celebrates the contributions of workers.
• Independence Day (July 20) celebrates Colombia's independence from Spain.
• Battle of Boyacá (August 7) marks the decisive battle in the struggle for independence.
• Immaculate Conception (December 8) — significant Catholic holiday.
• Christmas (December 25) celebrates the birth of Jesus Christ.

These holidays are marked by family gatherings, religious observances, and holiday traditions that influence the closure of businesses.

Colombia's predominantly Catholic religious makeup influences regional observances. Some regions celebrate:

• Epiphany (January 6), which may result in some businesses being closed.
• Holy Week (movable dates) precedes Easter Sunday and is marked by the closure of businesses, especially in Catholic regions.
• Assumption of the Virgin Mary (August 15) has special significance in some regions, which affects business opening hours.

Cultural events may also impact business operations:

• Carnival (February/March), especially in Barranquilla, may result in flexible opening hours due to the vibrant pre-Lent festivities.
• National Coffee Day (October 7) — This is a holiday dedicated to Colombia's important coffee industry, due to possible changes in the way companies operate in coffee-producing regions.