Violate an American's personal space with a too-close interaction, and he or she is likely to subconsciously back away. But in Spain, that reaction could, in turn, violate something bigger and potentially more costly: business etiquette.
    That's because Spaniards, like natives of some other Mediterranean countries, tend to stand very close to others when speaking to them. According to Jean-Pierre Ruiz, managing principal of Seattle-based EcoStar Consulting, "The Spanish personal zone is about half the distance of that in America." However, for the unknowing American executive in a meeting with potential Spanish partners, something as seemingly innocuous as a slight shift from the CEO during an initial conversation could be received as, at best, humorous—and at worst, disastrous.
    "I remember a president came to our U.S. headquarters for the first time, and his Spanish co-workers got up and gave him the customary two kisses," recalls Isabel Fernandez, a native of Spain and founder of Site Translations, a Chicago-based translation agency. "We all had been working for him for many years, and it had been a good relationship. And the Americans are all looking at us like we're crazy, all these people kissing this guy! But you may be perceived as too uptight if you're not doing the right things. It doesn't mean you should go around kissing everyone, but you shouldn't necessarily act surprised."
    Indeed, there are plenty of potential cultural landmines to navigate while doing business in a foreign country, and Spain is no exception. Adding to the challenge are its current struggles with the global recession and the increasing globalization many companies are experiencing.
    Nevertheless, American business travelers can help pave the way for success with a basic awareness of the Spanish approach to life and work. Paramount, experts say, is establishing trust, displaying honor and developing personal relationships, all core values of Spanish society.
    "There's that certain element of admiration about how America has evolved that will help you open doors," says Juan Lopez-Valcarcel, a Spanish-born digital media business consultant based in New York. "They'll be intrigued and interested, but at the same time, they'll be concerned if they can trust you, and if you'll be there for the long term."
    Ruiz agrees. "In America, it's get to the point, time is money," he says. "In Spain, people want to get to know you. What are you about? What is your family like? Can I trust you? Can I like you?"
    For Spanish executives, that kind of assessment is not sufficiently established in the course of a string of e-mails or a few perfunctory phone calls. Instead, in-person meetings are preferred, initially often over a meal. Says Lopez-Valcarcel: "You should take a lunch or dinner invitation as seriously as you would a business meeting."
    Conversation should initially focus on the attendees, especially their family history. But American executives shouldn't be taken aback if conversation drifts to topics like politics and religion, which are generally viewed as off-limits in a U.S. business setting. In addition, Spaniards frequently gesticulate, which can take Americans by surprise. "You can learn a lot about Spanish people by what they say with their hands and body language," notes Eva Piqué, founder of Naturexcel, a Barcelona-based importing firm.
    Many business meetings take place over lunch. The multi-course meal, the most important of the day for Spaniards, usually lasts at least two hours, and ordering wine isn't uncommon (though it's advisable to follow your Spanish counterpart's lead). The potential deal likely won't be broached until dessert or coffee; don't rush it.
    And avoid asking about the siesta, a still-persistent myth among many business travelers to Spain. This post-lunch nap is a long-outdated concept – and a sore subject for some.
    Spanish office meetings also have some distinct differences from those in the United States. They generally tend to be unstructured affairs with no set agenda, constant interruptions and boisterous conversation. As with general social norms, it's common for people to arrive 15 to 30 minutes late (although foreigners should be on-time).
    Introductions, at least initially, should err on the side of formal: a handshake and greeting for everyone. Between women who have an established relationship, two kisses (dos besos), starting with the right cheek, is customary. (Depending on the relationship, dos besos can also be the greeting between a man and a woman.) If you're in doubt, follow the lead of your Spanish counterparts, and don't worry too much about mistakes— simply showing good intention counts for a lot. "Once [Spaniards] like the person, they will accept many things," Fernandez says.
    Meeting attendees should be addressed with the proper title and their paternal last name; that is, the first of the two surnames. Their full name—complete with the customary double first name (there are no middle names in Spain) is usually printed on their business card, along with their title. (See sidebar for more information.) It's advisable to scan the card for a few seconds after receiving it, and keeping it visible during meetings also helps to remember names.
    For introductory meetings, Lopez-Valcarcel says visiting executives will "always see more people than you would expect, partly because decisions are made by the group and partly because of the curiosity about the foreigners." A familiarity with the company's structure will help make sense of the shuffle, and the hierarchy should eventually emerge, Lopez-Valcarcel says.
    Patience is critical at every step of the way. By American standards, Spaniards often take longer for everything, from responding to a simple e-mail to wrapping up final negotiations. But one topic to approach with caution at all times is legality. Lawsuits aren't nearly as common in Spain as they are in the U.S., and too much focus—especially initially —on legal ramifications can undermine the relationship you've worked to establish to that point. Says Ruiz: "It's no big deal when you start talking legalese in America, with an eye for everything going to hell in a hand basket. But when you do that in Spain, you're telling someone, 'I don't trust you.'"
    Specific protocol aside, perhaps the most applicable—and easily remembered—advice in any setting for Spain-bound Americans is best summed up on the final slide of a presentation Fernandez did several years ago for executives of Wrigley, who were being transferred to Spain. "Life is unhurried, loud, and smoke-filled. Do not bother to change this," the slide read.
    Odds are, travelers who heed that mantra will likely return to the U.S. with a newfound appreciation for Spanish culture— and perhaps a closed deal to boot. 

ETIQUETTE EXTRAS

What to say, what to give and what to do to help you seal the deal in Spain.

GIFT-GIVING: It's not required to exchange gifts in business relationships, but Lopez-Valcarcel says it will be "unexpected and appreciated" by the Spanish. Go for something personal that establishes a connection, and avoid gifts with your company logo. Also, present the gift early in your visit so that your Spanish counterpart has time to reciprocate.
SLOW DOWN: As in other Mediterranean countries, the pace of life in Spain is somewhat slower than in America, and that mentality applies to the business setting too. The workday rarely gets revved up before 10 a.m., a two-day delay in responding to an e-mail is not unusual, and anywhere between 12 and 15 national and regional holidays —dias festivos—are scattered throughout the calendar. Many businesses close for the entire month of August.
SAY IT IN SPANISH: Also commonly referred to as Castilian, the Spanish language in Spain is regarded as the most well-spoken in the world. The accent is distinct, primarily because pronunciations of some words—"gracias" and "Barcelona," for example—include a "th" sound that is often mistaken for a lisp. If you really want to impress a Spanish native, pronounce those words with a "th" sound replacing the soft "c": "gra-thi-as," "Bar-thi-lona."
Et tu? In most everyday interactions, the informal "tu" (you) reference is the norm, but in business settings "usted" should be used until otherwise specified. The formal title for men is "Señor", married or elderly women, "Señora" and unmarried women, "Señorita"
Some common phrases: Nice to meet you: Mucho gusto, or Encantado (male)/Encantada (female) de conocerte (conocerle in a more formal setting)
Thank you for coming: Gracias por venir.
Goodbye/until next time: Adios, hasta pronto.
SAY IT IN CATALAN: Unbeknownst to many first-time travelers to Spain, the northeast region of the country is an autonomous community called Catalunya, with its own language and capital city (Barcelona). Its official language is Catalan, and residents are fiercely proud of their heritage. If you're dealing with executives from Barcelona or other cities in Catalunya, you'll make a great first impression by saying a few words in Catalan:
Good morning: Bon dia
Thank you: Gràcies
Nice to meet you: Encantat/encantada de conèixe't (pronounced con-e-shet)