Western businesspeople coming to do trade and developments in Africa must be aware that some social and professional points of etiquette here differ from their own. This post should be considered a basic and general guide only; those aiming to establish major or long-term business relationships in Africa would do well to make a specialized study of the subject.
Keep in mind that:
- In Muslim regions of Africa, or in a Muslim household, there are several specific points to be aware of. Business dealings will be slow and discussions will seem indirect. Never give a Muslim associate a picture of a person, anything derived from pigs, or alcohol. Women may not be afforded the same respect as men in business dealings.
- Avoid using the ‘thumbs up’ sign. It is very similar to a local gesture equivalent to the middle finger. The American “peace” sign also equates to something very rude.
- Handshakes are generally soft, and eye contact will be avoided to show added respect.
- With people you do not know well, avoid expressing your views on religion or politics, as well as openly disagreeing with anyone. Especially avoid open disagreement with persons older than yourself- if you must, emphasize your respect for them and be very tactful.
- Avoid eating, greeting, or passing things- just about anything publicly- with your left hand. Holding something with both hands if it really has to be is OK, but don’t use just the left- it is considered the unclean hand used for personal hygiene, and as such, an insult.
- Don’t point the bottoms of your feet (wearing shoes or otherwise) at anyone else. Better yet, don’t show them at all. If you sit, sit with your feet flat on the ground or facing inwards towards you. As the dirtiest part of the body, which touches the ground, it would be offensive to point it at someone else.
- Meetings may start on time or anything up to an hour late. Don’t be outraged if the latter is the case.
- Dress conservatively- generally in a dark businesslike suit, or a lighter suit in especially hot conditions.
- Your hosts will likely go our of their way to show extreme generosity, making an effort to impress you. Emphasis is also placed on getting to know and spend time with each other before getting into business dealings. It would be beneficial to come equipped with an appropriate gift, such as flowers, concert tickets, fine food or good quality stationary.
