Spanish Business Etiquette

Who sits where at a dining table? — Students are taught how to arrange seating (Anglo-Saxon protocol has guests of honor at the head, Latin protocol has them in the middle), how to sit correctly (elbows off the table), when to smoke (not until the coffee arrives) and which knife and fork to use (start from the outside).

Minding Manners Abroad : A Finishing Touch for Businessmen in Spain

At Spain’s newest business school, young executives are learning how to peel oranges, choose French wines and greet Arab princes.

Management, marketing and accounting are out: The Academy of Manners, Customs and Behavior is strictly concerned with the social side of doing business abroad.

The academy is the brainchild of three young entrepreneurs in the northeastern region of Catalonia, who saw their foreign ventures stumble on non-commercial obstacles.

Jose Ramon Tobia, for example, could not understand why his Arab workers in Abu Dhabi would take a break every three hours and refused to work at his pace. Then someone explained about Moslem prayer schedules.

200 Students

“I knew nothing about their religion,” he said.

“I talked to my friends and we realized that there were lots of people in Spain who were not equipped to deal with the rest of the world.”

Since the businessman’s finishing school opened in May, about 200 people have taken classes. The basic course is 75,000 pesetas ($550) for 12 two-hour sessions, while specially tailored programs for executives visiting specific countries cost two or three times as much.

“Of course, joining the Common Market helped,” co-founder Mario Gargallo said. Spain entered the European Community at the start of the year.

“People are traveling more and receiving more foreign visitors, and they want to improve themselves,” he said.

The Catalans have considered themselves Spain’s most urbane citizens, drawn by culture and tradition to emulate French and Italian sophistication.

They are also Spain’s most successful and innovative business executives, and the combination has made the academy an instant hit.

The Business Lunch

“In Madrid, they do their business and then go out to celebrate,” said Gargallo. “But in Barcelona, a business lunch is for doing business.”

So the business lunch is at the heart of the syllabus.

Students are taught how to arrange seating (Anglo-Saxon protocol has guests of honor at the head, Latin protocol has them in the middle), how to sit correctly (elbows off the table), when to smoke (not until the coffee arrives) and which knife and fork to use (start from the outside).

Then they progress to trickier subjects: peeling unshelled prawns and choosing the right wines.

The academy’s wine instructor, writer and restaurateur Jose Maria Gotarda, spends much of his time correcting misconceptions.

“The most common mistake is thinking that because a wine is older, it must be better,” he said.

“In fact, a Rioja from 1981, which was one of the great years, is far superior to a 1973, which was very bad.”

Gargallo said the restaurants and hotels where they hold their courses confirmed that Spanish table manners leave a lot to be desired.

“Head waiters always tell us that at a reception, the English and the Germans wait to be offered hors d’oeuvres while the Spaniards throw themselves on the food,” he said.

Pupils also have to be prepared for different eating habits abroad. The prospective traveler to Britain, for instance, is told not to be surprised by a cooked breakfast and to eat it, or risk hunger later.

Punctuality

The academy has specialists on all major foreign countries and some companies have sent along groups of employees. One Japanese multinational firm this month ordered lessons for five of its Spanish staff members who will travel to Japan soon.

But can the academy succeed in making Spaniards what they evidently are not?

“We don’t want Spaniards to be punctual like the English,” said Tobia. “But when they go to a business meeting with an Englishman, we want them to get there on time.”

He and his partners now have ambitious plans for expansion. They intend to open branches next year in Madrid, Valencia, Seville and Oviedo, and are looking at buying their own restaurant in Barcelona to serve as a venue for classes.

They have even been approached by parents who would like courses in manners and etiquette for their children.

“Twenty years ago, we had to study manners at school,” said the academy’s Fernando Lizcano de la Rosa, head of protocol at the Barcelona town hall.

“People no longer know how to shake hands with the king and they want to learn how to do things properly,” he said. — From Reuter’s, Barcelona, Spain 1986

Etiquette Enthusiast, Maura J Graber, is the Site Editor for the Etiquipedia© Etiquette Encyclopedia