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Overall professional personal selling behavior in Spain 2

Table of contents

1. Introduction

3 4 5 9 12 14 15 16

2. General country information

3. Structure of the 10 steps professional selling sales cycle

4. Professional selling behavior in Spain according to the 10 steps 6. Conclusion 7. Sources 8. Appendices

5. The unique characteristics of the Spanish (selling) business culture

The 10 step selling process refers to a sequential series of actions by the salesperson that leads towards the customer taking a desired action and ends with a follow-­‐up to ensure purchase satisfaction.

We will provide the reader with a thorough understanding of the 10 steps of the professional selling sales cycle and will apply this to the

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1. Introduction summary The following report is written as part of the subject Sales Management (SAL1) and part of our study International Business and Management Studies at Arnhem Business School. Assignment (GCH-­‐SAL1B.6) was to study the overall personal selling behavior, according to a professional selling sales cycle, in Spain.

Individual and group behavior is affected by culture, norms and values. A theory referring to cultural dimensions and analyzing cultural difference would be Trompenaar or Hofstede. However, this report will emphasize more towards a researcher perspective. Cultural management is described in many different theories and models. A few examples of models are: -­‐ Model by E.T. Hall in which high and low context culture is defined based on ways of communication; -­‐ Cultural dimensions model by Lewis, consisting of a linear active, reactive and multi-­‐active axis model. We have decided to use the 10 step selling process according to the theory by Carles. M. Futrell.

techniques and standards used in Spain.

Key of our report has been the main questions:

“What is the professional personal selling behavior

(according to the professional selling sales cycle) in Spain?”

To answer this main question we decided to ask ourselves the following sub questions: 1. What is the structure of the 10 steps professional selling sales cycle? 2. How is the professional selling behavior in Spain according to the 10 steps? 3. What are the unique characteristics of the Spanish business culture?

Before collecting the actual data we decided to start with exploratory research and figure out the availability of valid and reliable data related to our main and sub-­‐questions. After this stage we decided to continue with secondary valid and reliable information. After a telephone interview (primary information) with someone from the international sales department at Rabobank we became sure of our findings.

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2. General country information Spain is a sovereign state as well as member of the European Union (EU) since 1986. The country is located in the southwest of Europe. The country counts more than 46 million people. Most of them live in the cities around the coast. Many different ethnic groups and cultures can be found. Spanish is the main language but additional languages are spoken in many regions.

Even though the country consists of many historical sites and unique cultural features, the recreational advantages of the Mediterranean Sea has brought tourism to the country. For a long time the Spanish economy was one of the most underdeveloped once in Western Europe. Sometimes even categorized as a Third World Economy. Early 20th century economic and industrial modernization was made. Spectacular growth! Although a huge side effect of 26% has become unemployment. The major industries in the country are: food and beverages, chemicals, tourism, shipbuilding, metals and textiles and apparel. Biggest trading partners within the EU are the Benelux, United Kingdom, Portugal, Italy, France and Germany.

A couple of well-­‐known Spanish multinationals are still doing well. One of the world leaders in the telecommunication sector is Telefónica and one of the world’s largest fashion retailers, welcoming shoppers at their eight store formats – Zara, Pull & Bear, Massimo Dutti, Bershka, Stradivarius, Oysho, Zara Home and Uterqüe, is the Spanish multinational Inditex.

Most companies in Spain are still hierarchically structured, although this is changing. Family-­‐owned businesses as well as most government undertakings are run in a traditional Spanish way. Meaning with strictly separated divisions and a strong hierarchical system. This old mindset is changing due to a growing number of young managers educated abroad as well as due to changes in Spanish society itself. Throughout the Spanish economy,

individualism is predominant in management whereas teamwork is not so much appreciated.

In Spanish organizations, planning does not seem to be that important, mainly ‘’because no one can predict the future’’. The strategy of Spanish organizations is the sole responsibility of the managing director or the owner of the company.

Spaniards are very social people. It is not uncommon to discuss matters that are rather personal. However, do not under any circumstances express anything that might be offending their personal dignity or honor.

Spaniards rarely invite (business) friends to their home, instead they prefer to meet in a restaurant or café. It is important that you allow sufficient time in order to let get to know people better when doing business in Spain.

They way you present yourself is of critical importance when dealing with Spanish business people. They usually spend quite some time and money on their outfit and appearance.

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3. Structure of the 10 steps professional selling sales cycle

The 10 step customer relationship selling process refers to a sequential series of actions by the salesperson that leads towards the customer taking a desired action and ends with a follow-­‐up to ensure purchase satisfaction. Although many factors may influence how a salesperson makes a presentation in any one situation, a logical, sequential series of actions exists that, if followed, can greatly increase the chances of making a sale. One rule of thumb states that a good sales process involves 20 percent presentation, 40 percent preparation and 40 percent follow up.

Step one in the selling process is prospecting. A prospect is a qualified person or organization that has the potential to buy your good or service. Prospecting is the lifeblood of sales because it identifies potential customers. A salesperson must look constantly for new prospects, this to increase sales and to replace customers that will be lost over time. As a salesperson, you can ask yourself three questions to determine if an individual or organization is a qualified prospect: -­‐ -­‐ -­‐ Does the prospect have the money to buy? Does the prospect have the authority to buy? Does the prospect have the desire to buy?

Challenge is to create a desire for the product. Prospecting requires a strategy. The actual method by which a salesperson obtains prospects may vary. Several of the more popular prospecting methods are: E-­‐prospecting, cold canvassing, endless chain customer referrals, orphaned customers, sales lead clubs, prospect lists, getting published, public exhibitions and demonstrations, center of influence, direct mail, telephone and telemarketing, observation and networking. The method will of course differ per sales person and industry. There is no one optimal mode of prospecting to fit all situations. There are three criteria used in developing the best prospecting method: -­‐ -­‐ -­‐ Customize or choose a prospecting method that fits the specific needs Concentrate on high-­‐potential customers first Always call back on prospects who did not buy

Second and third step in the selling process are pre-­‐approach and approach. Once the prospect has been located, or the sales person determines which customer to get in contact with, the sales person is ready to plan. Planning is often referred to as the approach. Setting SMART (specific, measurable, attainable, relevant and time-­‐bound) objectives before contacting is important. The question is how? How to approach potential consumers is of major importance because not everyone is having a positive attitude towards sales people. There is only one chance for a first good impression. Factors such as personal space, starting with something simple or personal and a good appearance can make or break the first impression. Looking representable and wearing the right clothing are just

Source: fundamentals of selling, customers for life through service, 12 edition. Charles M. Futrell th

6 external factors. Internal factors such as behavior are important as well. Non-­‐verbal communication is key. It is important to be aware of acceptance or maybe caution or disagreement signals. Furthermore, those who develop a mutual trusting relationship with their customers cannot help being successful. Listen to words, feelings and thoughts. Finally, try to get to know the potential prospect. Search for information on their website and other databases, this to fully understand their needs, possible past experiences with possible competitors and can help you in the negotiation part. Sales people often prepare themselves with an exact approach and questions however adaptation is needed since initial needs and objectives can change. Keep an erect posture, maintain eye contact, be enthusiastic and positive throughout the interview and always smile! Secondly, never apologize for taking the prospect’s time and leave all unnecessary materials outside the office. There are a few approach techniques and styles of how to start a meeting. The opening technique is depending on the sales presentation method, which the sales person has planned and wants to present to the prospect. The three opening techniques are: opening with a statement, opening with a demonstration and opening with one or more questions. Step four in the selling process is presentation. There are four common presentation methods. These methods are the memorized, formula, need-­‐satisfaction and problem solution selling methods. -­‐ The memorized presentation is a form in which the salesperson will use a standardized presentation about the product or service that does not focus in any way on the specific needs of the customer. The presentation is given because interest has been shown by the possible customer or the salesperson is aiming to create this during the presentation. The salesperson will be the person talking the most, only leaving room for questions and short interruption. -­‐ Formula selling is similar to memorized presentation. It is built around the assumption ‘’what works in one situation will work in a similar situation as well’’. Therefore, the general outline of the presentation and sales will remain the same. Only minor details are specific per customer. -­‐ When using the need satisfaction method the customer will start with the biggest part of the talking. The sales person uses an open question which will start a discussion to find out the customer needs. When the need is identified the salesperson will take over the conversation to offer a solution. This method is a more interactive and flexible form of selling. -­‐ When a clear-­‐cut need is not present or covers a complex topic, the salesperson might use the problem solution selling method. Here he analyses the needs of the customer and makes a solution based on his or her own analysis. This method is time consuming, will cost money and effort. However, if a solution is found to the problem there is a high chance of selling since it will be custom made. Before a salesperson can select his method of presentation, he will have several steps to undertake. Only after those steps have been taken and finding out what would benefit his customer, who his customer is, knowledge about the product he is offering and his won company objectives a salesperson can base his selection of the

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Source: fundamentals of selling, customers for life through service, 12 edition. Charles M. Futrell

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presentation. Not only the features of the product and presentation, but also the sales person, his moves and his expression and words are of importance. Before even starting the presentation it is important to set up a meeting. Planning the presentation is very important to be able to make the presentation go well. It is better to set up a meeting, as the prospect will be aware of what is going to happen and the prospect will have time to be able to listen to what the sales person has to say. At times you will meet with more than one decision maker for a group presentation. The larger the group, the more structured the presentation. It will not work if everyone jumps in with feedback and ideas simultaneously. Start with a proper introduction, establish credibility with a brief history of your company, provide everyone in the room with an account list, state your competitive advantage and give quality assurances and qualifications. Fully discuss the features, advantages and benefits (FABs) of your product. Present your marketing plan on how they can use the product and explain your business proposition.

Step five in the selling process is trial close. A trial close is nothing short of what its name says. It’s not meant to close a deal, but more to get a reaction from the possible customer. It is the salesperson whom says, “so, would you be interested in buying our product?’’, this to get an opinion out of the customer and perhaps some objections after which the latter can be answered. If there is a positive response to the trial close, immediately after the presentation, move to the closing stage.

Step six and seven are determine objections and meet objections. If the prospect raises an objection during step five, understand or clarify it, respond to it, and ask another trial close to see if you have met the objection. However, prospects do not always clearly state their objections. They for instance often give some excuse why they are not ready to make a purchase, which conceals real objections. There are six major categories of objections: hidden objections, stalling objections, no-­‐need objections, money objections, product objections and source objections. Uncover the exact objection and once you fully understand you are ready to respond to the prospect. Techniques to respond to objections are: dodge, pass up the objection, rephrase the objection as a question, postpone the objection, boomerang the objection, ask questions regarding the objection, directly deny the objection, indirectly deny the objection, compensate for the objection and obtain a third-­‐party answer to the objection. Step eight in the selling process is another trial close. At this point, after the objections have been met, it is wise to try another trial close. This will mean the customer either agrees his or her objections have been met or doesn’t. Meaning it is still not clear or they for instance give some excuse why they are not ready to make a purchase, which conceals real objections.

Source: fundamentals of selling, customers for life through service, 12 edition. Charles M. Futrell th

Questions to find this out might be such questions as: That explains why your objection is of no concern with our product, I assume? I think that’s the answers you were looking for, don’t you agree?

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After these questions (and the answer you get from them) there are two possible outcomes: all objections have been met and the customer agrees. This means it’s time to move to point 9: close your deal. If not (meaning there still are objections) one can refer back to the objections and meet these before attempting a trial close once more. Another possibility is taking control of the conversation after this trial close by referring to something said earlier or perhaps the presentation (“like I said earlier…’’, “As shown in the presentation…”).

Step nine is the close. This step leads directly from a positive result of question 8, the trial-­‐close. Closing is the process of helping people make a decision that will benefit them. Steps one till eight are more the convincing stage whereas step nine is about closing the deal. When prospects are ready to buy they often give you buying signals. Buying signals hint that prospects are in the conviction stage of the buying process. It is important to get the order and move on! When continuing the talk, you may give information that changes the buyer’s mind. Make sure the prospect fully understands everything mentioned in the previous stages and consists of a complete story. There is a couple of closing methods, no matter which one is used, it is important to come across as confident, enthusiastic, and positive. Never take the first no. The following eleven techniques are most commonly used during closing: alternative-­‐choice close, assumptive close, compliment close, summary-­‐ of-­‐benefits close, continuous-­‐yes close, minor-­‐points close, T-­‐account or balance-­‐sheet close, standing-­‐room-­‐ only close, probability close, negotiation close and technology close.

Last step in the selling process is follow up. This step takes part after everything else has been finished. It even takes place after the sale. This does not mean, however, that it is of less importance and should be forgotten. In this stage the salesperson makes sure the customer (or prospect) has nothing to complain during the different stages of the taking into use of the product. Factors such as delivery and installation should all be up to standards. Once the deal is made, these factors do not longer influence the payment directly and therefore is neglected many times. As one can agree, this is of no benefit to the future, the company will not repeat their sales, will not give positive word-­‐of-­‐mouth marketing, etc. You should strive to create long-­‐term business relationships with customers, which implies that a personal relationship with clients is formed. And in fact, salespeople often develop more than just a casual relationship with the client; they frequently develop business friendships revolving only around business related issues.

Source: fundamentals of selling, customers for life through service, 12 edition. Charles M. Futrell

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4. Professional selling behavior in Spain according to the 10 steps (Prospecting (step 1) in Spain doesn’t differ much from ways in different Western European countries. In Spain the salesperson must identify the potential prospect and look constantly for new once. Prospecting never ends. Spaniards are making use of existing contacts and therefore use the networking method. Of the many ways to find new prospects, networking can be the most reliable and effective. Spaniards want to do business with, and refer business to, people they know, like, and trust. Building a network is important, but cultivating it brings sales. The key is positioning, not exposure. When doing business in Spain or with Spaniards they appreciate a first conversation about his or her business. They like to talk about their business. Spanish business people prefer personal contact. Therefore it is important to make a list with ideal prospects, this to only approach those who fit most and attention can be divided. When doing business in Spain there is two prospecting methods which should be avoided: direct mail and telephone and telemarketing. As mentioned before Spaniards prefer the personal touch which direct mail and telephone and telemarketing don’t contain, since those two methods contain large numbers of people, who may be spread across an extended geographical area.

The Pre-­‐approach and approach (step 2 and 3) is in Spain mostly about personal contact. As mentioned before this is why prospecting via direct mail and telephone should be avoided. Personal contact contains many pro but also cons. It is often associated with a serious, professional image and is sometimes taken as an outward gesture of respect toward a prospect. When approaching Spanish business people, shake hands firmly and look people in the eye. Always be formal until Spaniards ask you to be less. The four major nonverbal communication channels such as physical space between buyer and seller, appearance, handshake and body movements are of great importance when doing business in Spain. Spaniards have a preference to look people in the eye and in general only need space of about an arm length. Which is opposite from many other cultures. The way you present yourself, appearance, is of critical importance when doing business with Spanish business people. Spaniards usually spend quite some time and money on their outfit and appearance. They dress classic, professional and conventional. Suits usually come in dark colors, although lighter colors are not necessarily avoided. Women wear suits too, either with skirt or trousers. There can be an emphasis on accessories and make up, yet it should never be flashy. Those are external factors but seem nothing without the internal factors such as building long-­‐term relationship and trust. Whereas prospects watch your facial expressions and body movements, Spaniards have a strong non-­‐verbal expression. Happy or not they will express this via body language. Next to building long-­‐term personal relationships Spaniards consider body language as another advantage of personal contact. Meetings most of the time are interactive and therefore active listening is of great importance this to give the prospect the feeling you listen to their words, feelings and thoughts. Talking or presenting the product in a striking, showy, or extravagant manner, thus involving dramatization doesn’t improve chances in case of doing business in Spain. Gaining respect is possible when being a person of 100% truth.

10 Next step within the selling process is presentation (step 4). Concerning the memorized presentation, Spain is not the best country to apply this method of presentation. Sure, they will accept a sales pitch such as most European cultures – but they very much like to be the ones talking and during a memorized presentation the salesperson will be talking 90 per cent of the times. Furthermore, the Spanish culture is people oriented and emotions are of a big impact. The term “feelings before facts” is one that one will find often when looking to do business in Spain. A memorized presentation is, of all four types of presentation that will be discussed, the one least involving these aspects. Spanish culture allows frequent interruptions, confrontations on an emotional level, feelings before facts and a display of feelings. For most of these there is very little opportunity in a one-­‐ sided memorized presentation.

Formula selling is in basics the same as memorized presentation, albeit more specific to one customer. Still, it leaves no room for interaction such as the need-­‐satisfaction method does. This method could be best applied to a customer with the Spanish culture as it leaves room to speak for both parties and gives time for a customer and salesperson to get to know each other. The problem/solution selling method is specific to certain situations but would also be a very personal method of presentation that would fare well in Spain. None of the methods are ‘wrong’ and all differs per situation, yet purely based on cultural traits it can be concluded that the more interaction there is in a sales method the more likely it will succeed. In the Spanish culture, it is not deemed rude to try a trial close (step 5). It is a way of saying that the other person has your interest and will present them with an opportunity to get rid of any questions that they have not asked up until that point in time. The Spanish are traditionally very thorough and highly likely to review every detail to make certain all the commitments and implications are fully understood.

Within the determine objections and meet objections (step 6 and 7) stages of the selling process there will be objections and perhaps more so than in other (less heated) cultures. Spain has a business culture where it is normal to have a discussion within a meeting. Very often even an unregulated discussion with people talking through each other. This, however, is not to be rude but more a meaning of showing that what the opposite party is saying is of great interest. As told in the ‘Trial Close’ step 5 of the selling process, Spanish are thorough and will review as much of the deal as possible to get rid of any unanswered questions. Generally, Spaniards like to interact with people from abroad as they still believe in the superiority of products and services coming from abroad. You can expect the Spanish counterpart to be curious about the products or services you offer and ask additional questions. As mentioned before, Spanish prefer to know people before starting a business relationship; therefore, it is advisable to be open with any questions asked about their business or family life. Spaniards place great emphasis on trust and honesty, so this should be given serious consideration before arranging a first meeting.

11 During the trial close (step 8) it will be very likely that in a Spanish business meeting there will be many rounds of objections to cover all bases before committing to a business agreement. The close (step 9) within the Spanish culture is made from person to person, during the meeting. Once a verbal agreement has been made, a full contract will then be written up and circulated for review and approval within a reasonable period of time. From the eleven closing techniques the compliment close is most effective in Spanish culture. By complimenting a Spanish prospect, they listen and respond favorably. The most common used closing technique so matter which culture you are facing is the benefits close. Summarize the features, advantages and benefits. Different techniques work best for certain situations, therefore salespeople often identify the common objections they encounter and develop specific closing approaches.

Especially in a culture such as the Spanish it is important to make sure that the customer remains ‘happy’ and remains that way with his or her choice, because word-­‐of-­‐mouth is essential marketing and relationships are often long-­‐term and personal. Therefore the follow up (step 10) is of great importance in Spain. Once word reaches your target group that your company is no good, they will shun you and will be afraid to do any future business with you. In many cultures, but especially so in Spain, a happy customer is a returning customer but an unhappy customer could very well ruin your chances of ever finding a prospect that has any connections to your former customer whatsoever. Most sales people become acquaintances with their prospects, people of whom you know names and whom you see occasionally and whom you may know little about even if you’ve known them for a long time. Spaniards prefer a more personal relationship.

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5. The unique characteristics of the Spanish (selling) business culture 5. The unique characteristics of the Spanish (selling) business Overall we can say doing business in countries within Western Europe is pretty much the same. However, it is culture much appreciated when a foreigner is adapting and preparing his or herself when conducting business in Spain. Below is a summary of the do’s and don’ts based on the unique characteristics of the Spanish (selling) business culture. Those do’s and don’ts are based on the findings with secondary research and confirmed with primary research, telephone interview.

Do’s & Don’ts In case of doing business or selling in Spain what are the do’s and don’ts?

Meetings A must is to address people according to their status therefore it is custom to use Señor and Señora. Key of the meetings is not to make decisions or reach consensus but to give instructions and exchange ideas. Spaniards are very social people. During a first meeting is it very common to discuss personal life before starting the business/selling conversation. Avoid comments that might be offending their personal dignity or honor. Pay attention to nonverbal communication, since the first meeting is rather informal and used to get to know each other, this will tell which things are not being said out loud. Always be on time and plan meetings in advance.

Negotiations Negotiation styles differ within the country. Some cherish bargaining, some don’t. In general answering a request negatively is considered as rude. Negotiations generally take a lot of time in Spain. Acceptance and trust are of great importance.

Interruption is usual and isn’t seen as insulting but means the person is interested. Spaniards in general do not speak out loud when they disagree or do not fully understand everything.

Decisions Most companies in Spain are still hierarchically structured, although this is changing. Decisions are mainly taken by senior managers and owners. Spaniards prefer this clarity within the organization.

Time perception ‘’Time was created by God to meet people’’ is what Spaniards believe in. Although people always complain about ‘’mañana, mañana’’, Spaniards actually make long days but their lunch break normally takes around 2 hours during which business usually doesn’t happen.

Appointments

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As said before meetings should always be planned in advance, and are considered as mandatory in Spain. Usually Spaniards won’t be available for appointments within their lunch break.

Meeting and greeting When greeting each other it is important to look each other in the eyes and shake hands. Kissing each other on both cheeks is only done between people who know each other.

Dress code They way you present yourself is of critical importance when dealing with Spanish business people. They usually spend quite some time and money on their outfit and appearance.

Wining and dining As mentioned several times before Spanish business people prefer building a long-­‐term relationship. Therefore, you should take the time for long lunch breaks and dinners. Spaniards usually start with getting to know you, followed by discussing business.

Use of business cards In Spain business cards usually get exchanged at the beginning of a meeting. The business card normally contains first name and surname, job title, but no academic titles. When aiming to leave an amazingly positive impression an idea might be to have one side of your card translated into Spanish.

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6. Conclusion “What is the professional personal selling behavior (according to the professional selling sales cycle) in Spain?” When aiming for a successful sale it is much appreciated when you as foreigner adapt and prepare yourself when conducting business in Spain. Although we can say doing business in Spain doesn’t differ much from other Western European countries.

Following the Lewis Model, cultures can be classified in three different categories. As can be seen, Spain is classified as strongly multi-­‐active.

Spaniards can be described as cheerful and outgoing people. Their warmth and initial friendliness may appear perfunctory or superficial to a reserved foreigner but in fact allows a way of observing social niceties whilst at the same time affording the time and a proper opportunity to get to know someone. Spaniards first want to build a personal strong long-­‐term relationship before continuing with business itself. The preapproach stage therefore is of great importance. Spaniards appreciate people who are dignified yet modest. The ability to be amusing and entertaining is also much prized and humor play an important part even in business meetings and discussions. They derive a conclusion based on a first impression. It is important to leave space for interruptions and discussions. Important to keep in mind is the hierarchy within Spanish companies and needs to be handled with respect. As long as they feel respected and trust you as a salesperson a long-­‐term relationship can be established and more and more sales can follow due to the fact Spanish business is one big network.

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7. Sources Literature Fundamentals of selling, customs for life through service, 12th edition. Charles M. Futrell Selling and sales management, 8 edition. David Jobber and Geoff Lancaster th

Digital sources http://businessculture.org/southern-­‐europe/business-­‐culture-­‐in-­‐spain/meeting-­‐etiquette-­‐in-­‐spain/ [Accessed 6 March 2014] http://www.kwintessential.co.uk/etiquette/doing-­‐business-­‐spain.html [Accessed 10 March 2014] http://www.expatica.com/hr/story/doing-­‐business-­‐in-­‐spain-­‐11482.html [Accessed 11 March 2014] http://nraomtr.blogspot.nl/2011/11/sales-­‐process-­‐call-­‐planning.html [Accessed 13 March 2014] http://www.havetravelfun.com/spain/spain-­‐information.htm [Accessed 6 March 2014] http://www.expatica.com/hr/story/Spanish-­‐management-­‐culture.html?ppager=0 Accessed 16 March 2014] http://www.strongabogados.com/business-­‐culture.php [Accessed 16 March 2014] http://voices.yahoo.com/what-­‐%20expect-­‐doing-­‐business-­‐spain-­‐culture-­‐etiquette-­‐8090258.html [Accessed 9 March 2014] http://www.kwintessential.co.uk/resources/global-­‐etiquette/spain-­‐country-­‐profile.html [Accessed 16 March 2014] http://en.wikipedia.org/wiki/Spain [Accessed 6 March 2014] http://www.tradingeconomics.com/spain/unemployment-­‐rate [Accessed 6 March 2014] http://www.exxun.com/afd_hy/Spain/ec_industries.html [Accessed 6 March 2014]

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10. Appendices

Telephone interview We found the opportunity to interview an employee working at the Marketing, Sales and Development

department of Rabobank International Direct Banking. The interview took place after our desk research and

supported our findings. We decided to only ask a few questions this to ensure a more complete response. Questions: 1. For how long have you been doing business in Spain already? 2. Do you speak Spanish? 3. What do you consider as most pleasant when doing business in Spain? 4. What do you consider as most difficult when doing business in Spain? 5. What is most important to take into consideration when doing business in Spain?

The Lewis Model

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Number of words (excluding appendices): 5152