6. Wording

Foreigners new to Switzerland often find themselves discouraged by how hard it is to get to know the Swiss. Often perceived as cold and reserved, they can initially seem an unwelcoming bunch. But that is only on the surface and making friends will just take time.

There is a clear division between the private and the public realm in Swiss culture. The Swiss maintain close ties with those they grew up with in their home town or village, and those with whom they went to university. Braking into this inner circle may take a while because the Swiss don’t take friendship lightly. Sharing anything personal with someone they don’t know well is simply not in their nature. The point at which they determine that they know you well enough to open up is difficult to gauge. Once a friendship is made, however, friends for life.

Friends greet one another with three kisses on the cheeks. This is primarily between women and between a man and a woman, but in Latin parts men sometimes kiss each other.

The point at which one graduates to kissing from hand shaking is not always clear cut, but to the Swiss this means you have moved into their realm of friendship. If a foreigner kisses an acquaintance at what may to Swiss seem too early in the relationship, it may make them feel uncomfortable. Similarly, if a Swiss senses that a foreigner is not comfortable with kisses, he or she will shake hands in order not to embarrass.

People can know each other for years as acquaintances and never exchange kisses. It is one way of maintaining a distance that they feel comfortable with.

Business meetings are formal. It becomes apparent here who is in charge, because senior management speaks firs. Lower-ranking colleagues should not speak until addressed. Lower management always refer to the Chef with the formal “Sie” and will do so until requested otherwise.

Meetings are kept short and to the point. Anything other than business is not discussed, and even this is kept clear and concise. Say what you mean, and ask for what you want – there is no time of reason for circumlocution. Equally important is follow-through. The Swiss take it very seriously. If you say you are going to do something, they will expect you to do it.

Titles are not normally used when people introduce themselves (in order to not sound pretentious), but they will be by others in formal introductions. When arriving at a business event where people are milling about, introduce yourself before you start talking to someone, and avoid interrupting people unless you really have to. This applies during conversation, as well.

Avoid criticizing the country. Although the Swiss are not overly patriotic and may criticize their own country, it is not a place to do so. Try to avoid name-dropping – they won’t be impressed. Avoid being ostentatious. The Swiss are not impressed by a show or wealth, and flaunting it will get nowhere.

It is appropriate to exchange gifts after culmination of successful negotiations. Do not give anything too large or expensive, as this will be considered vulgar. Suggestions include wine, chocolate and cigars.