Understanding business culture in Thailand – Where relationships are pivotal to realising greater commercial success

Prior to doing business in Thailand, it is essential that you develop a thorough understanding of the nation’s nuances. To begin with, building a good relationship with your Thai partner is fundamental while dressing appropriately and communicating effectively will lay the foundation for a successful venture. Detailed below is an introduction on the basic features of Thailand’s business culture.

Greetings

Practicing the ‘Wai’ (involving the raising of your hands in a prayer-like posture) when in the presence of Thais will communicate to them that you respect their culture and traditions which in turn, is a great way to make a first impression. Also, handshakes are the norm, particularly when meeting and greeting foreigners and remember that the locals never engage in any embracing or hugging. The word “Sawatdee” is used interchangeably to mean “Hello” and “Goodbye” while if you are a man, then it is best that you utter “Sawatdee-kraap.” On the other hand, get into the habit of saying “Sawatdee-kah” if a woman. Further, when it comes to addressing members in the meeting room, begin with the phrase “Khun” followed by the relevant person’s first name or the name that they have made mention to you.

Communication

Thais prefer in-person meetings as opposed to corresponding with prospective business partners over the phone or via email. During the course of conversing, be mindful to accommodate a polite tone and when asking a question or responding to one, use a style of language which is positive. In Thailand, negotiations take time and locals have a tendency to avoid asking direct questions. This is why it is crucial to remain calm and patient and never be seen pushing for answers. Although a majority of Thais have a good command of written English, listening and speaking capacities will not be at the same level and therefore, it is a must that you use plain, simple English when communicating. This trait can also be adopted at your choice of accommodation such as for example, Minor Hotels where you will invariably, have to contact Minor Hotels and their staff for various reasons during the course of your stay.

Appointments

Thailand’s business culture is structured in the strictest sense which lends to the importance of how appointments are made. Last-minute scheduling is unheard of with Thais preferring appointments be made well in advance. Similarly, the details of the meeting are habitually confirmed a day before so that attendees are always on the same page.

Business cards

A mandatory practice in the meeting setting is to give out business cards to your soon to be colleagues and partners. Know that when you receive a business card, do so with both hands and prior to placing it on the table near to you, be sure to go over the details. To be seen casually dealing with a business card will be a sign of disrespect which you must stay well clear of.

Business attire

When it comes to engaging in business, Thais come across as the conservative type which more or less is reflected in how they dress. For men, the rule of thumb is to be attired in a smart shirt with tie and a business suit, preferably dark in colour. Women can choose from modest suits or dresses which are not too revealing. On the subject of dressing for private functions, men can wear shirts and trousers or even jeans while women will be expected to wear blouses, skirts or jeans.