To Succeed in West Africa, Build Win-Win Relationships by Sheida Hodge Americaís ignominious connection to West Africa began when the Portuguese and Spanish began capturing and bringing slaves to America. Lying south of the Sahara and along the continentís Atlantic coast, West Africa describes a political and economic area that has unique and complex societies, numerous languages and diverse religions. Americans hoping to do business in West Africa need to be culturally aware and should have background information to succeed. Here are some cultural tips to be conscious of before entering the business market in West African countries: Respect the Differences The complex societies of West African countries are a minefield for faux pas. Be sure to respect the myriad differences in interpersonal communications and human interaction that can exist among the many African ethnic groups. Understand each countryís cultural and colonial history. West Africa was colonized by the French, Portuguese, and British, so the European languages that the people are likely to speak were inherited from their colonial administrators. For example, French is spoken in Senegal and Gabon, English in Gambia and S ierra Leone, and Portuguese in Angola. Additionally, Islam, Christianity and indigenous religions are central to how West Africans identify themselves. The safest position to take, until you are familiar with these diverse cultures, is to be respectful that significant differences do exist. Develop a close relationship with someone from that ethnic group who can mentor you. Before Doing Business, Chitchat Donít jump into business first thing. Lengthy social greetings before business conversations are the norm. It is extremely important that one greets everyone in a proper manner by sincerely asking about each personís family and then listening carefully for the reply. Things flow more smoothly and leisurely in West Africa, and lengthy non-business talk is essential to business success. Learn the Handshake The African handshake is a shake with a twist. Use the traditional Western-style handshake, then, without letting go of the personís hand, slide your hand around the other personís thumb, then go back to the Western position. After a few tries, youíll get it right. By the way, men and women do not typically shake hands as much as in America, so unless the West African woman initiates the handshake, men should not reach out their hand. Equally, the American woman might not have her hand taken by a West African man when she extends it. Donít misinterpret this as discourteous because the West Africans are extremely courtesy conscious. Show Formality Until Cued Always address your West African colleague by last name. While the culture may feel relaxed and laid back, West Africans are also strongly formal. Be sure to dress with a jacket and tie, and keep a more formal composure until cued to do otherwise. Build Win-Win Relationships Americans often see negotiation in economic termsógetting as much as they can while giving as little as possible. West Africans, by contrast, see negotiation as social and personal interaction, a win-win situation from which both parties should come away satisfied. Africans are also sensitive to being exploited for short-term gains, so donít reinforce this suspicion. Avoid Political Conversations Be extremely careful when speaking about politics. West Africans are very sensitive to foreignerís perceptions of their respective countries. Assume the role of a student by asking questions and expressing respect and admiration, and then seek to learn more. Sheida Hodge is Worldwide Director of Berlitz Cross-Cultural Training Division. For more information about these programs, call 1-800-528-8908.