Business Culture in Sub Saharan Africa

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Business in sub-Saharan Africa, which is a very large number of countries to cover in one grouping is on the whole pretty straightforward. There are three main business language groupings reflecting past colonial history:

English
French, and
Portuguese.

Of these, English is the most important, covering the greatest number of countries with French covering Central Africa, much of West Africa and all the Sahel countries with Angola, Mozambique and Guinea Bissau being the Lusaphone countries

Business culture though "larded" with local culture is in the main universal with African businessmen frequently having had stages of their education and training in Europe and America. As such, there are fewer of the pitfalls that might be encountered in East Asia and the countries influenced by the Chinese culture and way of business.

Points to consider however are;

• Dress for meetings is on the whole more formal than is now usual in UK. Jackets, not necessarily suits, and ties are normal no matter how hot it may seem to the visitor and skirts [of a reasonable, erring on the generous, length] not slacks for women.

• Modes of address are also more formal; first names are not normally used in meetings; use either the business title or family name of those you are visiting and introduce yourself with both first and family name ensuring that your own business titles are also known. Address your discussion to the most senior person in the group even if they invite one of their junior colleagues to take the discussion forward. Remember that it is better to talk of first and family names, as the use of a request for a "Christian name" of a non-Christian is not desirable.

• Business cards are always exchanged, even when you have visited the same person before and indeed you may well present your card to the Secretary / pa. as well to ensure that your contact numbers and addresses are recorded. The name of the secretary is as always useful for future reference and future contacts. You will therefore need an ample supply of business cards far more than you might normally consider sufficient. Look on this as low-pressure advertising.

• It is usual in both Anglophone and Francophone countries to shake people by the hand both on arrival to a meeting and again on leaving [all of those present not just the most senior]. Remember this, since in UK we tend not to do this as a routine and it is considered impolite not to do so. It is particularly easy to forget this salutation as one leaves a meeting.

• Winding up a meeting is done as in Europe; run over the main points of agreement, the points of disagreement or concern and conclude. In francophone countries, in particular, you might offer to send a "process verbal" or "minutes of the meeting" to your host, regardless of the fact that they will make their own. This enables you to reinforce the points that you wish to put over in the order of your view of their importance.

• Women are getting into spheres of influence particularly in government Service; ignore normal etiquette at you peril. There are more women in spheres of influence in the commercial scene in West Africa than in Central or Southern African countries.

• Corporate hospitality should not be overdone. Lunch or dinner in a nice venue [graded to the seniority of your hosts] is always acceptable, additional gifts are not required and indeed could be misconstrued.

• The legal and company legislation framework in the Anglophone countries is based on the British system. Note that South Africa is part British and part Roman-Dutch, this can provide some interesting challenges. The Francophone countries use the French legal and business structures based on the "Code Napoleon", in the legal documents. That basis is taken for granted and only exceptions are documented. This leads to much "slimmer" agreements than the British are used to - ensure you understand the underlying basics of the "Code Napoleon". The Francophone countries formal Fiscal reporting and accounting system is also much more rigid that UK / USA conventions. The "code of accounting" can be purchased in the main bookshops in any of the countries.

Preparation for your trip is therefore rather dependant on which countries you are visiting. Do not expect that senior Francophone or Lusaphone business people to speak English and prepare for that with an able interpreter if required. Indeed they may understand English but prefer not to use it, this gives them a little edge if you discuss matters "sotto-voce" in English, be aware of this, ask to recess or reconvene at a later time if you need to, this is quite acceptable.

It is highly likely that your travel plans will be derailed. Treat this in as phlegmatic a manner as possible viewing it as an experience rather than a challenge. Time can in many countries be more "flexible" that you are used to, however punctuality on your part should be the aim, establish car journey times with local colleagues or drivers.

Thereafter relax and enjoy the experience, a smile will go far further than raising the voice or waving of the hands.

Farnham Castle/Nick Hetherington 2002

Nicholas Hetherington, a regular contributor to programmes at Farnham Castle, is an agriculturist by profession, Nick has spent from 1961- 1990 resident in a number of African countries, mainly in the field of management of large Agri-business. He and his wife have lived and worked in Uganda, Ghana, Cameroon, Swaziland, Tanzania and C?te d'Ivoire over that period. Recently retired from CDC Group plc [formerly the Commonwealth Development Corporation] Britain's Development Bank, Nick still retains directorships in C?te d'Ivoire, Zambia and Kenya so spends some time traveling and keeping abreast of the "happening" in many African countries.