TIPS FOR BUSINESSWOMEN GOING TO BRAZIL

What problem? We don't have no problem.
We can't help it if we are real men and the rest of the world has gone sissy.
And besides, that gringa is probably frigid too, or wears big shoes...
(famous last words of the Macho!!)

If you are a woman and you find yourself in business negociations in traditionally male dominated Brazil (or almost any other country), you must take proactive measures to assert yourself as a serious business person. You must work within the system.

Here is some advice for womem traveling or doing business in Brazil. Once again, I would like to say that much of this is relative, and may or may not be true in individual circumstances. Also I would like to add that the macho thing is more of a situation than a problem.

• Stress that you are not only a businesswoman, but a competent professional with a job to do.
• While eye contact in Brazil is seen as a sign of sincerity, if you note that is has changed from one of professional attentiveness to sexual attraction, cut it off.
• If you are traveling alone and are invited out for the evening, do not go with only one male escort. Take a friend.
• If the man who is inviting has a wife, ask him to bring her along or invite a group of men to come with you.
• Wear your best quality, most fashionable business clothes. Brazilians are very class conscious and will note the quality of your dress and accessories such as wristwatches, leather goods or even pens. Be picky about what you pack. Stress professionalism in dress, not femininity.
• Do nothing that be may interpreted as flirtatious or sexually provocative.
• If your international host insists on opening doors, lighting your cigarette or holding your chair at the dining table, do not protest.
• Wear a large engagement ring, even if you are single or already married.
• Do not come on like superwoman, a North American woman who is determined to behave as an equal will have difficulty negotiating business, if able to negotiate at all. (Ouch!)
• At presentations, sales meetings and even in personal conversations, avoid "I did's" and "I know's". Use instead "at our company we found..." Or "we approach the problem this way."
• Unless it comes from your company, do not give business associates even the most perfunctory of gifts unless it is intended for their wife or children.
• If you are or ever were married, use "Mrs." Even if you normally don't at home.
• When doing business with a man, if possible, let the suggestions come from him, or at least appear to come from him (this, many say, is the key to latin American women's power).
• When drinking, never choose beer. If you must drink alcohol, stay with wine.
• If you are under 50 and weight less than 200 pounds, expect to be flirted with and/or approached. Refuse such overtures firmly and graciously.
• Do not bring up the subject of women's rights. Overassertiveness closes doors for businesswomen in Brazil.
• Brazilian men do not expect to see women in executive or managerial positions, they will most likely immediately assume that you are the secretary. Let them know firmly but graciously that you are the one in charge.
• If you have the occasion to meet the wife of your business associate, make her an ally. Her friendship may mean the difference between a successful and an unsuccessful business negotiation.

  THE INTERNATIONAL BUSINESSWOMAN: A GUIDE TO SUCCESS IN THE GLOBAL MARKETPLACE. (Marlene l. Rossman, Praeger Publishers, 1986)