Few of us negotiate global deals from the comfort of home. Part of conducting business across borders involves extended travel and, thus, exposure to varied business customs, languages, and cultural norms. Doing business in another country can be tricky. What works at home may not work abroad.

Broad stroke cultural and business generalizations can be almost as dangerous as ignoring the differences all together. But, the Global Communicator has compiled a list of tips for doing business in Armenia based on research from several sources, including the US Commercial Services, the CIA, and Worldwide Business Statistics.

Greetings and Introductions:
Shake hands with men when greeting and departing. Your handshake should not be firm, and men should wait for women to extend their hands first. Do not introduce yourself. Tip: After exchanging greetings with your Armenian hosts remain standing until the senior host suggests that the guest be seated.

Titles:
Titles play an important role in an Armenian society and you should use them whenever you have a chance – from introductions to business cards.

Personal Space and Non-Verbal Actions:
Armenians of the same sex like to stand or sit very close to each other. Try not to move away, since this can signal coldness to your Armenian counterpart. Tip: Do not use fingers to point at objects or people.

Developing Relationships:
Developing a strong personal relationship is the real key to doing business with Armenians. As in most countries, personal contacts make things happen. It is very important to get to know your counterpart before starting to discuss business.

Business Attire:
Conservative suit and tie for men and suit or dress for women are appropriate attire for business. Dark colors are preferred. Tip: Dress well for all occasions, as it is not uncommon for Armenians to judge someone by his or her dress.

Exchanging Favors:
According to Worldwide Business Briefings 2007 report, “Doing Business in Armenia,” the exchange of mutual favors is the cornerstone of any relationship with Armenian counterpart. It states, ”If you are asked for a favor, agree to do it even if you think you may not be able or willing to do it. Your Armenian friend will understand that circumstances later make it impossible to fulfill his request and will appreciate the fact that you agreed to try to help.”

Meetings:
Many Armenians look at time differently than people in the Western culture. People and relationships are more important than the clock. Your counterpart may keep you waiting while he deals with unscheduled happenings (personal or business). Once your meeting starts you may find it frequently interrupted by phone calls, papers to sign and drop-in visits by old friends and relatives.

Communication Style:
Armenians readily express emotion and use elaborate verbal language marked by frequent exaggeration for effect. Because Armenians try to avoid confrontation, they usually avoid saying no' to your face.

Negotiating:
Armenian negotiators tend to be enthusiastic bargainers and may expect their counterparts to grant major concessions on price and terms during the course of the negotiation. Tip: Some Armenian businessmen measure their success at the bargaining table by how far they are able to move you away from your opening offer. For this reason build plenty of margin into your initial offer, leaving room for movement during the lengthy negotiating process.

Business Entertainment:
As is true in most business environments, entertaining and being entertained is an essential part of building a close relationship with your counterpart. But Armenia is not for those who are watching their weight. Your host will press you to eat more you than really want to. Eat as much as you can. When you have reached your limit, you may have to decline further helpings several times, emphatically, in order to make the point.

For more information about translating materials or localizing your website for Armenian speakers, please contact us.

SOURCES:

U.S. Commercial Service

CIA World Factbook, 2008

Worldwide Business Statistics, 2007