September 2024
As Vicki and I are edging closer to being “open for business”, many of our discussions revolve around how to incorporate cultural differences in the workplace. To best prepare our clients for doing business in the United States, it is important to include both language and cultural skills.
I grew up in the Netherlands and arrived before my 18th birthday. I spoke English well and felt confident that I would adjust.
I wasn't exactly prepared for the cultural differences that would create some interesting situations. “What’s up?” confused me the first time I heard it and “Hey guys” to a group of women was also a bit puzzling. I learned to say “Fine” when asked how I was doing instead of telling the person how I was really doing. I was amused when coworkers asked me how I dared to speak to the CEO in the elevator instead of being quiet. After the first time I led a meeting with coworkers, I was asked to please ease into the meeting by asking how everyone was doing and softening some of my comments. I thought I was being respectful of everyone’s time by sticking to the agenda and getting the meeting done in a timely manner and giving my honest opinion instead of talking around the problem.
I’ve been in America now for over 30 years, and although I understand the “American Way,” my Dutch frankness still comes out on occasion.
The Netherlands is known for its open economy, innovative spirit, and a strong tradition of international trade. Dutch businesses are globally oriented, and the country is a gateway to Europe for many international companies. To effectively do business with the Dutch, understanding both the language nuances and business etiquette that characterize this vibrant market can make a difference.
So what is the difference between The Netherlands, Holland, and Dutch?
The Kingdom of The Netherlands (Nederland) consists of 12 provinces. North and South Holland are two of the provinces which are historically the most important economically with well known cities asThe Hague, Amsterdam and Rotterdam (11th largest port in the world and the gateway to the rest of Europe).
The official language of the Netherlands is Dutch, but they are among the best non-native English speakers in the world. Most business interactions, especially in international contexts, are conducted in English. However, making an effort to learn and use a few Dutch phrases can create a positive impression and demonstrate respect for the culture.
Some basic Dutch phrases that might be useful:
Hallo (Hello)
Goedemorgen (Good morning)
Dank u wel (Thank you) or Hartelijk bedankt (Thank you very much)
Alstublieft (Please / You’re welcome)
Hoe gaat het met u? (How are you?)
The Language of Business: Dutch versus Americans
COMMUNICATION STYLE
In the Netherlands:
Directness: Dutch community style is very direct, they value honesty and clarity, often getting straight to the pint without much preamble. Be prepared for candid feedback, and don't be afraid to express your opinions openly.
Formality: The Dutch are less formal than Americans. First names are used early on , and there is less emphasis on titles and formalities.
Pragmatism: Dutch communication is pragmatic and focused on facts and practical outcomes rather than emotions.
Small Talk: There is less emphasis on small talk. Meetings often start with getting straight to business.
In the United States:
Directness: Americans value direct and clear communication but often softened with euphemisms (especially when giving criticism or bad news). They do appreciate straightforwardness and getting to the point quickly.
Formality: While initially formal, American business communication can become more informal relatively quickly. First names are often used after the initial meeting.
Positivity: There is a tendency to emphasize optimism and positive outcomes. Phrases like “we can do it” or “let’s find a solution” are common.
Small Talk: Small talk is common at the beginning of meetings to build rapport..
MEETING ETIQUETTE
In the Netherlands:
Punctuality: Being on time is very important, and lateness is seen as disrespectful.
Agenda: Meetings are structured with a clear agenda, and sticking to it is important.
Participation: Participation is expected from everyone. The Dutch value equality and everyone’s input is considered.
Decision Making: Decisions are often made through consensus, and there is a strong emphasis on ensuring everyone agrees.
Male and female Dutch greet each other with a firm handshake and their first and last name, all the while making direct eye contact to appear trustworthy. After the initial meeting, calling each other by first name is acceptable.
The American business communication can also be direct, but is generally more tempered with politeness and a focus on maintaining positive relationships.. Americans do not usually have the need to establish a personal relationship to do business with you. When asked, most will say interrupting is rude, however during meetings it is not uncommon for someone to seize the moment and start talking.
Greeting each other is done with a smile and a handshake, but can be a bit longer and more enthusiastic all the while maintaining eye contact. It is not uncommon for an American to put their hand on your back or hold your arm during the greeting, although in general they prefer more physical distance than the Dutch when talking or sitting. Americans prefer to be introduced by title, first and last name, often including a job title. Although they are quick to give permission to use their first name.
Americans also have the tendency to say “How are you?” or “See you soon!” as common phrases which are not to be taken literally.
Business Etiquette
The Dutch business environment tends to be more informal and egalitarian. Titles and formalities are less emphasized, and there is a strong preference for consensus and equality in discussions. The Dutch favor a consensus-based approach to decision-making. Employees and executives are considered coworkers with the same level of equality and respect. Discussions can be lengthy as all opinions are considered. The Dutch prefer to have facts and numbers; they will weigh all information before agreeing to a business deal. It’s important to be patient and inclusive, allowing space for everyone to voice their views before arriving at a decision.
Punctuality is highly valued in Dutch business culture. Arriving late to meetings can be seen as a sign of disrespect. Always aim to arrive on time, or even a few minutes early, to show your respect for their time.
Meetings in the Netherlands are typically well-structured and follow a clear agenda. Participants are expected to come prepared and contribute actively. Ensure you send out the agenda in advance and stick to it during the meeting.
Business attire in the Netherlands tends to be formal but not overly conservative. A suit and tie for men and a business suit or dress for women are appropriate. However, the dress code can vary depending on the industry, so it’s wise to observe the norms in your specific sector.
On the other hand American business communication often balances formality with a friendly demeanor. Titles and hierarchical structures are more respected, especially in larger corporations. Meetings and communications can be formal, but there is usually an element of friendliness and approachability. In regards to punctuality, there are regional differences but in general Americans value being on time as well.
Work-Life Balance
The Dutch value a healthy work-life balance. While they are hardworking and dedicated, they also appreciate their personal time. Avoid scheduling meetings outside of regular business hours and respect their boundaries.
Building Relationships
Networking
Building strong professional relationships is crucial in Dutch business culture. Networking events and informal gatherings, such as lunches or dinners, are common. Take the opportunity to engage in small talk and get to know your counterparts on a personal level.
Trust and Reliability
Trust is a cornerstone of Dutch business relationships. Be reliable and follow through on your commitments. Transparency and integrity are highly valued, so always be honest in your dealings.
Gifts and Formalities
Gift-giving is not a major part of Dutch business culture and can sometimes be viewed with suspicion. If you do give a gift, ensure it is modest and not overly extravagant. Focus more on the quality of your business interactions and the value you bring to the partnership.
Leveraging Digital Tools
Embrace Technology
The Netherlands is highly tech-savvy, and businesses often leverage digital tools for communication and collaboration. Familiarize yourself with common platforms like Zoom, Microsoft Teams, and other collaborative software.
E-Commerce and Digital Marketing
With a strong e-commerce market, having a robust online presence is crucial. Invest in digital marketing strategies tailored to the Dutch market and ensure your website is accessible and user-friendly for Dutch consumers.
In Conclusion
Successfully doing business with the Dutch requires a blend of language skills, cultural understanding, and adherence to business etiquette. By being punctual, clear, and respectful, and by leveraging technology effectively, you can build strong and lasting business relationships in the Netherlands. Remember, the Dutch value honesty, reliability, and direct communication, so align your approach with these principles for the best outcomes.
Business. Language. Matters.
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