Belgium is a small country in Western Europe, about 1/18th the size of France and 1/10th the size of Germany. One of the six nations instrumental in forging the European Union, Belgium has a robust economy with plenty of employment prospects for skilled professionals and a multitude of business and entrepreneurial opportunities.
But, if you are planning to do business in Belgium, it is important to understand the country's unique business etiquette. This is all the more crucial if you intend to take up a job in Belgium.
So, in this article, we will provide you with a guide to Belgian business etiquette, including tips on how to greet people, dress appropriately, and conduct business meetings. But, before we get to the 10 Golden Rules of Business Etiquette in Belgium, let’s get acquainted with the multicultural and multilingual society that is Belgium.
Table of Contents
Part 1: Understand the Belgian Culture and Linguistic Divide
Part 2: The Common Ground – Where Belgium's Business Culture Intersects
Part 3: The Belgian Approach to Business
Part 4: Staying in the Green – Avoid Sensitive Topics and Be Mindful of Cultural Differences
Part 5. 10 Golden Rules of Business Etiquette in Belgium
Part 6: Belgium's Business Culture – Negotiating
Part 1: Understand the Belgian Culture and Linguistic Divide
Because the language and culture vary significantly as you go from one part of Belgium to another, it is important to understand these cultural and linguistic differences.
The country has three official languages: Dutch, French, and German. These languages differ from region to region, and so do the work and company cultures.
The Flemings of the North: The Dutch-speaking Flemings are residents of Flanders, an area to the north that is twice the size of Wallonia in the South. Flanders contributes 83% to the total Belgian exports and 58% to the country’s GDP.
Flemings are known for their impressive productivity, loyalty, skill sets, education, and multilingualism. The economy of the area picked up speed in the 1960s, fuelled by entrepreneurship and service excellence, and there has been no looking back since then.
The business culture of Flanders and the German-speaking population of the East follows a model that has many parallels with the corporate culture of both Germany and the Netherlands.
So, emphasis is placed on hard work, loyalty, meticulous planning, and results. Moreover, Flemish workers are more task-oriented than the Walloons. While they may come across as a bit more informal yet direct than the Walloons, they tend to be more reserved emotionally and outside of the business context. So, small talk after the introduction or before a meeting is kept to a minimum
In Flanders, businesses tend to be horizontally organized so decisions and the delegation of tasks involve all stakeholders, including the workers, and not just the higher management.
Although the Flemish are more task-oriented than the Walloons, their personal life matters above all else. So, for a Flemish worker, a higher salary holds more importance than a status/corporate position.
The Walloons of the South: The southern region of Wallonia houses one-half the population of Flanders although it stretches across a bigger geographical area. The economy of Wallonia was based on collieries and heavy industries, which took a hit around the 1970s. In more recent years, the region has seen a rise in biotech companies and other related businesses.
Wallonia contributes 23% to the GDP of Belgium and 86% to the per capita GDP. Because of its reliance on old-world businesses, the unemployment rate in Wallonia is 10.2%, which is almost twice that of Flanders.
The French-speaking Walloons tend to be highly hierarchical, which means that the business leaders are the decision-makers while others are expected to and do follow orders. The management team seldom seeks the opinions of the workers.
For the Walloons job titles and company and office size hold more importance than for the Flemings. Also, relationships matter more to the Walloons even in a business setting.
While they come across as more formal, Walloon workers will spend more time in small talk and getting to know the stakeholders than Flemish workers. So, in a meeting, while a Walloon will take the time to socialize, a Fleming will get right down to business.
Walloon culture allows for greater freedom when it comes to emotional expression yet they have very rigid role identification. Overall, Wallonia is more achievement-oriented than Flanders in terms of business culture and business etiquette rules.
Part 2: The Common Ground – Where Belgium's Business Culture Intersects
To an outsider, culturally, workers from Wallonia and Flanders will seem striking opposites but there are several shared traits that are ingrained in the very fabric of Belgium’s national identity and hence its people.
Whether you are dealing with a person from Flanders or Wallonia, you can expect him/her to be egalitarian, individualistic, highly independent, and equality conscious.
Both the Flemish and Walloons are generally serious and reserved, hardworking, law-abiding individuals who place emphasis on privacy and friendship. They are determined and persistent but when faced with a problem, they tend to approach it conscientiously and veer towards solutions that are win-win for all parties involved.
They are generous and charitable but they frown upon waste and they lead their lives by the principle of “live and let live”. These cultural aspects shape their personal and business behavior. So, when doing business in Belgium, here is what you can expect:
- Straightforward communication: They tend not to mince their words or send out ambiguous messages. Communication is almost always explicit and is based on reason and logic.
- Formal: While always polite and friendly, the Flemish and the Walloons have an air of formality about them. So, casualness is equated with being unreliable or even rude.
- Restrained: Overt displays, be they of emotions or of a person’s achievement or socio-economic standing, are considered unacceptable. Modesty even when it comes with some amount of self-effacing is valued.
- Low context: They don’t pay a lot of attention to body language and non-verbal cues. In fact, they tend not to use a lot of non-verbal communication as almost everything is expressed clearly and succinctly.
- Reasonable yet thorough: If a person from Belgium does not agree with something you’ve proposed, you may not get an overt protest but this does not mean that he/she agrees with you. Belgians tend to consider all alternatives before agreeing on something and such an agreement will frequently come after long critical discussions.
- Private: Belgians are private people, so they keep their personal and professional lives away from each other. They are also very keen on maintaining a work-life balance. So, it’s unlikely that a business acquaintance will invite you home for dinner or feel comfortable accepting your invitation for an evening meal. They consider weekends, evenings, and holidays as their private time and prefer to spend it with their family and friends.
Part 3: The Belgian Approach to Business
1. Leadership: While the corporate culture in Flanders is more egalitarian than in Wallonia, workers in both regions have clearly defined roles and respect corporate hierarchy. They adhere to established company protocols and rules and expect others to do the same. There are seldom any problems in communication across hierarchical lines and the interactions are almost always collegial albeit direct.
2. Team dynamics: Belgians work well in teams as long as roles are clearly allocated because they tend to take greater responsibility for the tasks specified to them than for the group as a whole. While the manager/team leader is deemed the final authority in decision-making, the process of arriving at the decision is not autocratic.
Moreover, the generation of ideas and discussions follows a democratic process that involves all stakeholders and not just the upper echelons of management. This trait is particularly pronounced in Flanders. Overall, the role of the group leader is all about assembling the right mix of talent and nurturing and harnessing resulting synergies.
3. Motivating: The Belgians take pride in their workmanship and strong work ethics, so while money is a motivating factor in Flanders just like a promotion is a strong motivation in Wallonia, Belgian workers are primarily encouraged by their sense of loyalty and the acknowledgment of it as well as the quality of their individual performance.
4. Problem resolutions: Both Flemish and Walloon workers take a pragmatic approach when handling problems. Discussions are held between all interested parties without imposing frameworks that may hinder the process of finding a solution. For the Belgians, when dealing with an issue, the ultimate goal is to find a resolution and not to demonstrate one-upmanship.
5. Negotiations: While the Belgians are known for being respectful and polite at all times, don’t expect them to simply accept your proposition. They do drive a hard bargain so, expect to negotiate albeit with a velvet glove and not with an iron fist. Even oral agreements are considered binding and to attempt to change or break these will earn you a very bad reputation.
6. Decision making: It’s not just the overarching consensus required in Flanders to reach a decision that makes the process a lengthy and time-consuming one. Overall, Belgians take a rational and carefully planned approach to decision-making. Also, they are slow to commit. In fact, it takes a while to get a clear commitment from a Belgian.
But, just because a commitment is not quick in the coming does not mean that they are not interested. It simply means that they need more time to think it through.
Trying to rush them through this phase would be counterproductive. The important thing to understand here is that while it may take some time to get a commitment, once Belgians commit to something they will stay true to it.
7. Delegation of work: When tasks are assigned or delegated or even decisions made pertaining to this aspect of business functioning, the managers are expected to provide detailed instructions pertaining to the task being assigned, including an explicit explanation of the task, the expected result and the steps to be followed to accomplish it.
8. Customer interactions: As is the case with all other commercial/corporate interactions, Belgian companies are quick to respond to their clients and customers. Requests for quotes and orders are handled promptly.
Furthermore, Belgians are used to quality products and services and do not mind paying a higher price for them. So, their mindset is the same even when they are the sellers. Product quality and exceptional service are held in high esteem.
9. Change management: Generally, Belgians display medium tolerance for change. This means that while they are not averse to change, things never happen overnight. A considerable amount of planning and thought goes into every aspect of change management, from its evaluation to its inception and also to finally setting the wheels in motion.
Simply put, change comes but it takes its own sweet time. Having said that, the one thing that matters above all else when it comes to change are facts that build a case in favor of the transformation.
Remember Belgians are logical thinkers, so appealing to their sense of logic and then allowing them to stew in it and arrive at their own conclusion is a strategy that typically works well in favor of a change of any kind.
10. Time and priorities: Belgians are extremely punctual people, so tardiness is frowned upon and missed deadlines are interpreted as a sign of inefficiency, unreliability, and poor management.
Despite this, Belgians do not find it acceptable to work late or over weekends to meet deadlines. In other words, they expect proper and meticulous time and resource management to keep things on track and not last-minute all-nighters.
Part 4: Staying in the Green – Avoid Sensitive Topics and Be Mindful of Cultural Differences
When conducting business in Belgium, it is important to be mindful of cultural differences and avoid sensitive topics. Conversations about politics, earnings, religion, racial minorities, and appearance might be considered rude and should be avoided. Especially avoid any discussions about the Flemish and Walloon conflict and negative sentiments about their linguistic divisions and the country.
While small talk is a good way to ease into a business meeting, it is important to read the room and avoid sensitive topics. Safe topics to talk about during a work meeting could be culture, food, drink, and sports. It could score you bonus points to demonstrate your knowledge of Belgium, but do so gently and see if they’re interested in the discussion. Always be modest and don’t try to show off.
It is also important to note that Flemish might be more straightforward than Walloons. They often prefer to keep small talk to a minimum. Therefore, it is important to be aware of the cultural differences between the regions and adapt your communication style accordingly.
By being mindful of cultural differences and avoiding sensitive topics, you will build trust and establish a good working relationship with your Belgian colleagues.
Part 5. 10 Golden Rules of Business Etiquette in Belgium
#1 Make an Appointment and Arrive on Time
Belgians value punctuality and respect. It is important to make an appointment a few days in advance and be mindful of Belgian public holidays. July and August are prime vacation times, so be aware that many Belgians may be away from work during this period. Arriving on time for business meetings is crucial, as it is a sign of respect.
#2 Demonstrate a Reasoned Thought Process
Belgians prefer communication to be logical and based on reason. They also often engage in long, critical discussions before reaching a decision, so that they can consider all the alternatives. In addition, they tend to prefer subtlety to directness as the latter may come across as crass. Therefore, it is important to demonstrate a reasoned thought process when communicating with Belgians.
#3 Respect Personal Space and Don't Pry
Belgians typically don’t like close contact or intense eye contact during business meetings, especially with new acquaintances. That said, steady eye contact when listening to your Belgian counterpart is recommended. As much as Belgians like to know who they’re working with, they draw a firm line between their business and private lives. As such, it’s wise not to ask too many personal questions as this could be considered an intrusion of privacy.
#4 Be Prepared to Compromise
Belgium’s business environment is characterized by a willingness to compromise and avoid conflict. Being able to meet a counterpart halfway is seen as a sign of commitment to a working relationship. Be prepared to make compromises that do not particularly suit either party, however – it is the fact of the compromise that matters, not the nature of it.
#5 Address People Formally in Belgium
When conducting business in Belgium, it is important to address people formally. Belgians typically use the formal pronoun "vous/u" to address each other. It is important to avoid using the informal "tu/je" or first names unless suggested. Instead, use Monsieur/Madame in French or Meneer/Mevrouw in Dutch, followed by their last name. If unsure, go for English versions such as Mr, Mrs, Miss or Ms.
Addressing people formally shows respect and professionalism, which is highly valued in Belgian business culture. It is also important to note that Belgians appreciate punctuality and being on time for meetings. If you are running late, it is always a good idea to call ahead and inform the person you are meeting with of your delay.
Furthermore, when communicating with Belgians, it is important to be direct and honest. Belgians value transparency and appreciate straightforward communication. It is also important to listen actively to what they have to say and respond thoughtfully. By doing so, you will build trust and establish a good working relationship with your Belgian colleagues.
#6 Greeting People
Belgians place a high value on politeness and respect, so it is important to greet people appropriately. When meeting someone for the first time, it is customary to shake hands and introduce yourself. You should use the person's title and last name until you are invited to use their first name. If you are meeting someone who is older or in a higher position than you, it is appropriate to wait for them to initiate the greeting.
In Belgium, it is also common to greet people with a kiss on the cheek, known as "la bise." This is usually reserved for close friends and family members, but it may also be used in business settings. If you are unsure whether or not to use "la bise," follow the lead of the person you are meeting with.
#7 Keep business cards ready
It is the norm to exchange business cards when introduced in a corporate setting and this is done without a formal ritual. Ensure that you have a two-sided card, with one side in English and the other in French or Dutch as per the location of the company.
If your business requires you to interact with a company that holds offices in Flanders as well as in Wallonia, get cards printed in both Dutch and French and be mindful about using the right language card for a particular setting. A slip-up on this front will be considered a deliberate act of insult.
When presenting the card, keep the side printed in French/Dutch, as applicable, on the upper side, so the recipient can read it in his/her language. Do not get the cards printed such that one side is in French and the other is in Dutch.
#8 Dressing Appropriately
Belgians tend to dress conservatively, so it is important to dress professionally when doing business in Belgium. Men should wear a suit and tie, while women should wear a dress or skirt suit. It is also important to wear high-quality shoes and accessories. Avoid wearing flashy or revealing clothing, as this may be seen as inappropriate.
When attending business meetings or events, it is important to arrive on time and be well-prepared. Belgians value punctuality and efficiency, so make sure you have everything you need for the meeting beforehand.
#9 Conducting Business Meetings
Belgians tend to conduct business meetings in a formal manner, so it is important to be well-prepared and professional. In general, Belgians prefer to do business with people they know and trust, so it may take some time to develop a relationship with your Belgian colleagues.
When conducting business meetings in Belgium, it is important to be direct and clear in your communication. Belgians value honesty and openness, so it is important to be transparent about your intentions and expectations.
During the meeting, it is customary to offer refreshments such as coffee or tea. It is also common to exchange business cards at the beginning of the meeting.
After the meeting, it is important to follow up with your Belgian colleagues in a timely manner. Belgians value efficiency and reliability, so make sure you deliver on any promises you made during the meeting.
#10 Expect to be invited for a business lunch
Although dinner and weekend brunches are reserved for friends and family, the mid-day meal is considered an ideal setting for business. While the Belgians frown upon all explicit displays of wealth, they are gourmets who have no qualms about enjoying the luxury of fine wine and good food.
And they do not mind spending on a hearty meal even if it’s a lunch with colleagues and potential business partners. Of course, they expect you to do so same if the occasion arises.
That said, because good food is considered to be a part of high life quality, Belgians take their time to celebrate and relish the delicacies on their plate, including the fine wine that often gets served even at lunch.
In a lot of other cultures wine for lunch may not be acceptable or perhaps you are a teetotaler. In either case, do not turn down the wine outright, instead request another beverage. Also, take the time to savor the meal instead of just gobbling it up and moving on to shop talk.
Also, be mindful of your table manners. Dining etiquette is continental and as is the protocol, you will be expected to keep your elbows and wrists off the table as you put the silverware to use.
Part 6: Belgian Business Culture – Negotiating
Belgians have had considerable experience dealing with businesses from across the world and a long-standing history of export and import. So, they are undoubtedly sympathetic negotiators.
Add to this their inclination towards win-win outcomes and it is easy to understand their desire to compromise and expect a compromise. They like solutions wherein all parties come out of the negotiation with their pride and reputation intact and having gained something if not everything.
This approach is, in fact, in stark contrast to the often decisive and uncompromising negotiation practices of the Dutch. Belgians take the more flexible, positive, relationship cum result-oriented, and exploratory approach to negotiations.
Although the Belgians have very clear principles of their own, they do not mind ceding ground in the interest of mutual benefits.
They are very good listeners and expect nothing less from all interested parties. When negotiating, every side is expected to understand the concerns of other stakeholders and accommodate them as far as reasonably possible.
Even when a compromise is out of the question, this will be put across pertinently but very politely. Moreover, they are not as rigid on the original specifications as professionals from some other cultures. Belgians do not mind compromising intelligently as long as the compromise promises to sort out a problem/issue with minimum or no damage.
For the Belgians, it is important to build bridges between divergent interests and resources, so they are receptive to creative ideas as long as they make good sense. Along the same lines, they are not averse to putting forth their own unconventional solutions. The most important thing to remember is that you have to allow the process to take its time.
Part 7. FAQs
1. What is business etiquette in Belgium?
Belgium has a formal business culture that values punctuality, professionalism, and respect for hierarchy. It is important to address people by their title and surname unless they invite you to use their first name. Business attire is typically conservative, with suits and ties being the norm for men and conservative dresses or suits for women.
Belgians place a high value on personal relationships, so it is important to take the time to build rapport with your colleagues and business partners. Business meetings are typically conducted in a formal manner, with an agenda and minutes being taken. It is customary to exchange business cards at the beginning of a meeting.
2. What are the five basics of business etiquette?
- Dress appropriately: Dressing appropriately shows respect for the occasion and the people you are meeting. It is always better to be overdressed than underdressed.
- Be punctual: Being on time shows that you value other people's time and that you are reliable.
- Show respect: Show respect for other people's opinions and avoid interrupting them. It is also important to use appropriate titles and surnames when addressing people.
- Be prepared: Come to meetings prepared with an agenda, any necessary documents, and questions you may have.
- Follow up: After a meeting, follow up with any action items or next steps that were discussed.
3. What is considered impolite in Belgium?
In Belgium, it is considered impolite to arrive late to a meeting or social event. It is also considered impolite to interrupt someone while they are speaking or to use a loud or aggressive tone of voice. Belgians value personal space, so it is important to give people their personal space and avoid standing too close or touching them without permission. In addition, it is important to avoid discussing controversial topics such as religion or politics unless you know the person well.
4. What is table etiquette in Belgium?
Table etiquette in Belgium is similar to other Western European countries. It is polite to wait until everyone has been served before beginning to eat. It is also important to use utensils correctly and to keep your elbows off the table while eating. When finished eating, place your utensils on your plate with the handles facing right. It is customary to leave a small amount of food on your plate to show that you are satisfied with the meal. Finally, it is polite to thank your host or hostess for the meal before leaving the table.
Conclusion
In conclusion, understanding Belgian business etiquette is essential for anyone planning to do business in Belgium. By following these tips on how to greet people, dress appropriately, and conduct business meetings, you can show your Belgian colleagues that you respect their culture and values. With patience, persistence, and respect, you can build strong relationships with your Belgian partners and achieve success in your business endeavors.
