Greeting

The handshake is a traditional form of greeting in the Swiss business community and beyond. During a meeting (or farewell), handshakes should be exchanged with everyone present. It is important to maintain direct eye contact with your partner.

Even at an informal event your partner organizes, you should shake hands with everyone present.

Switzerland is a federal state made up of 26 cantons, which are culturally and linguistically diverse. 4 languages are recognized as official: German (spoken by about 64% of the population), French, Italian, and Romansh.

The verbal greeting will depend on the language spoken in a particular canton. In German-speaking Switzerland, for example, the customary greeting is as follows: in the morning - Guten Morgen! (Good morning!), in the afternoon - Guten Tag! (Good afternoon!), and in the evening - Guten Abend! (Good evening!).

However, the Swiss use the word Grüezi much more often than the above expressions. In German it is perceived as a rather formal and polite greeting. You can use this word to say hello to your colleague (even an older person), boss, teacher, bank official, and even any person you don’t know.

In the French-speaking part of Sweden, the French greetings are Bonjour! throughout the day and Bonsoir! (Good evening!).

In the Italian cantons of Switzerland, people greet each other with Buongiorno! (Good afternoon!) during the day and Buonasera! (Good evening!) in the evening.

As business relationships develop, the greeting rituals may change, especially in the Italian and French cantons of Switzerland. Here, hugs and kisses on the cheek are accepted, the number of the latter depending on the locality. As a rule, people exchange three or four air kisses on the cheek (without touching their partner's cheek), starting from the right side. This ritual is accepted between women and between men and women. Men are more likely to lightly hug each other as a sign of greeting.

Introduction

In Switzerland, categories such as status, rank, and position are still of great importance. Therefore, certain formalities must be observed when communicating with business partners from Switzerland. This applies in particular to the forms of address accepted in oral and written communication.

In the German-speaking part of Switzerland, these are Herr and Frau, in the French-speaking part Monsieur and Madame, and the Italian-speaking part Signore and Signora.

Avoid the following addresses to young unmarried women (if they are, for example, your colleagues): Fräulein in German-speaking cantons, Mademoiselle in French-speaking cantons, and Signorina in Italian-speaking cantons. These forms are typically used when addressing teenagers or children.

If your communication is in English, use the accepted forms: Mr, Mrs, Ms, followed by the surname of the person.

You can switch to first names only after some time, and even then wait for your partner to take the initiative.

International business is well represented in Switzerland: many multinational corporations have here their offices and branches. In such companies, the language of communication is often English, communication without formalities (i.e. by name) is preferred. Interestingly, German-speaking employees when communicating in German, stick to traditional (formal) forms of address - "Sie" and with all the necessary regalia.

Exchange of Business Cards

The exchange of business cards is part of business etiquette in Switzerland. They are exchanged during negotiations, at various conferences, forums, and formal and informal events. You should have a sufficient supply of business cards with you.

Businessmen traveling to Switzerland for a business meeting or negotiation usually leave a business card in the secretariat or reception area for the technical staff working with documents.

The business card should contain the traditional information - name, surname, title, company name, all necessary addresses and telephone numbers. Pay special attention to the job title and professional qualifications. It will be easier for your Swiss colleague to understand your position in the company and decide how he or she will work with you.

Attitudes to academic titles and degrees have changed a little compared to the recent past. Today this information is not very important in a business environment, but extensive academic regalia may impress your colleague in Switzerland.

The text of the business card can be in English. Most businessmen and company employees speak English to some extent. In this case, there is no need to translate the text of the business card into several languages used in Switzerland.

There is no special ritual for exchanging business cards in Switzerland.

Small Talk: Overview

At the start of contacts, the Swiss tend to be reserved, observing the requirements of business etiquette. As the relationship develops, they will be more open and emotional. However, this may take some time.

When talking to your partner, try to be polite and reasonably modest. The Swiss do not like it when someone talks too much about their victories or boasts about their achievements.

It is important to keep small talk friendly, polite, and somewhat reserved. Leave the jokes and anecdotes for some informal occasion – a party or just a visit to a bar.

Preferred Topics

Travelling, countries and places you have visited.

Switzerland's sights, its nature, cultural monuments.

International events, especially current events.

Sport, events in the world of sport.

Taboo Topics

All personal topics, including age, marital status, religion, background, family relationships, and even work belong to a person's private sphere, which should not be violated.

Political topics should generally be avoided. Among such topics, for example, the position of neutrality, which Switzerland has traditionally held since ancient times and which is interpreted as one of refraining from any military actions, is particularly sensitive.

Other “difficult” political issues are the country's armed forces and its relations with the European Union.

The Swiss are generally open to discussing a wide range of topics and these are constantly debated in society, but they are unlikely to value the opinion of an outsider, especially if he or she is not an expert.

Personal Space

The distance of comfortable communication varies from one part of Switzerland to another. In the German-speaking cantons, it is usually an arm's length or slightly more. This is the usual comfort zone of speaking people in most Western and Central European countries.

In these areas of the country, physical contact during communication in any of its forms, be it patting, hugging, etc., is not accepted. The exception is the handshake, which people exchange when greeting or saying goodbye.

However, in French- and Italian-speaking cantons the distance of comfortable communication is shorter than in German-speaking cantons. Physical contact during conversations is quite normal and common. Especially Italian-speaking Swiss people gesticulate quite a lot, emphasizing their thoughts or emotions.

In Swiss society, it is customary to pay attention to the way a person holds himself or herself, e.g. how he or she speaks, stands, sits, walks, etc. In all situations, it is important to look after oneself and, among other things, to maintain correct posture.

Communication Specifics

Communication may differ in different parts of the country. For example, in German-speaking cantons, a clear and direct style of speech is preferred. Structure, logic, order, and relevant details are important. Everything should be expressed in words, with no hidden meanings via (for example) facial expression or tone of voice.

Clear and logical statements, facts supporting them, respective examples, illustrations, statistical data, and proven results - all of these will be well received by your Swiss colleague and may even be expected of you in a business meeting. This will also be the basis for the decision you make.

French- and Italian-speaking cantons are less orientated towards logic and structure. There is room for ambiguity in their statements, which leaves listeners room for interpretation. They often use non-verbal communication, especially in a sensitive situation and have to speak about an uncomfortable topic.

Formality and rules of protocol are maintained in business contacts for quite a long time. This is especially true when dealing with foreign partners. It is important to use polite forms of address and neutral vocabulary and to refrain from any display of emotion.

The Swiss have a peculiar attitude to humor. As a rule, it has little or no place in business. No one expects jokes or funny stories during a presentation or business meeting, even to defuse the situation.