One crucial piece of advice for business in Saudi
Landing that lucrative contract or big deal in Saudi Arabia requires much more than an impressive pitch deck and competitive pricing. One of the most crucial pieces of advice for doing business in the Kingdom is this: take the time to deeply understand the culture and build strong relationships before ever pitching your products or services.
Why is this so important? Saudi Arabian culture places an extremely high value on personal connections, trust, and commitment. Saudis want to work with those they know and have established a bond with. Attempting to jump straight into business negotiations without first investing in relationship building is a surefire way to be met with skepticism and difficulty gaining traction.
If you need guidance on navigating Saudi business culture, we at Star-CaT offer expert consulting to give you an inside edge. Book a consultation now.
Understanding Saudi Culture Saudi culture is rooted in traditional Islamic values, hospitality, and a hierarchical society that emphasises respect. Some key aspects to be aware of:
- Greetings are elaborate, involving inquiries about one’s health, family, etc. Don’t rush this process.
- Saudis have an indirect communication style, trying not to cause offence or embarrassment. You must read between the lines.
- There is a strong emphasis on honouring commitments. Don’t make promises you can’t keep.
- Relationship-building takes time and multiple meetings over food/coffee. Don’t rush to business.
Prioritise Relationships
Relationship-building should be your top priority when first entering the Saudi market. Some tips:
- Be patient. It can take months or years to develop the necessary trust and connections.
- Use recommendations. Having a Saudi trust you and do crucial introductions can speed up the process.
- Entertain extensively. Sharing meals and hospitality is vital.
- Be consistently present. Make multiple visits to reinforce your commitment.
- Adapt. Observe Saudi etiquette and customs closely and aim to blend in, not stand out.
Star-CaT’s founder Corina Goetz has spent over 20 years working with Saudi Clients. We understand the culture intimately and can provide expert guidance to shortcut the relationship-building process. We share ALL of these shortcuts in our Middle East Hub.
Once you have invested the time and effort into developing real connections and trust, then you can carefully start discussing potential business opportunities. But even at this stage, continue prioritising the relationship over the hard sell.
Saudis want to work with those they have a personal rapport with and who understand and respect their culture. If you attempt to bypass this crucial step of true relationship cultivation, you will find Saudi business opportunities will remain elusive no matter how excellent your pitch.
The Importance of Guidance While investing the time in relationship-building is essential, doing so without any cultural guide can be extremely inefficient and risky. One misstep in Saudi culture can set you back tremendously. That’s why hiring an expert guide is so valuable.
One effective way to stay in touch is Social Media.
Social media has revolutionised how we communicate, consume information, and interact with one another in profound ways. What began as simple online platforms for connecting with friends and sharing personal updates has evolved into a ubiquitous part of modern life with far-reaching impacts. Social media now serves as a powerful tool for businesses to connect with customers, influencers to build personal brands, activists to amplify social causes, and media outlets to disseminate news and information. Popular platforms in Saudi are:
- YouTube
- TikTok
- X
- Whats App
63% of the Saudi population is under 35 years old so getting the right communication strategy in place is absolutely crucial Social Media also offers a great tool to build relationships. No longer do you have to constantly travel but can stay in touch virtually.
We have developed several Strategies that enables you to work on this crucial element of relationship building even if you cannot travel several times per year to Saudi or if you do, this will enhance your business endavours.
These helpful tools sit inside our Middle East Hub and get constantly updated so you are always up to date. At Star-CaT, our team is there to support your business growth by providing you vital insights in Saudi culture and business. We can provide the strategic guidance, cultural coaching, and key shortcuts to put you on the fast track to developing the relationships that will unlock success. Instead of stumbling through trial-and-error, we help you avoid any faux pas.
The rewards of successfully navigating Saudi culture and prioritising relationships can be immense. The Saudi market offers incredible opportunities for those who demonstrate patience, respect, and a commitment to doing business the Saudi way. But trying to go it alone is an immense challenge. Investing in specialised help as well as a community can give you a significant competitive edge.
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