Tips on Doing Business in the Netherlands

The Netherlands continues to rank among the top dozen trading nations in the world. Expect Dutch businesspeople to be experienced and sophisticated.

The Dutch are a low-context, straight-speaking people. They can be blunt spoken and critical without meaning to offend.

Do not make any promises you cannot keep. The Dutch expect honesty; any backpedaling on what they perceive as a promise will cause you to lose credibility. Even an offhand promise—such as “We’ll take care of it”—is likely to be taken at face value.

Negotiating with Dutch people

• Do not be surprised if meetings begin with little or no preliminary socializing. The Dutch value the effective use of time and do not like to waste it on small talk.
• Dutch executives are often straightforward and efficient. However, the pace of corporate decision-making may be slower in the Netherlands than in North America.
• Decisions in Dutch firms are based upon consensus. Every employee who may be affected will be consulted. All opinions will be listened to, regardless of the status or seniority of the person. The process can take a good deal of time.
• Dutch society values diversity of opinion. Everyone has his or her say, and they do not have to agree. An effort will be made to accommodate all divergent positions. This will include an attempt to make dissenters change their minds.
• Once a positive decision has been reached, Dutch firms will move swiftly. Everyone will be committed to the project and will be prepared to act quickly.
• A negative decision may be slower in coming. The one area in which many Dutch are not blunt is in saying “no.” They may prevaricate or predict insurmountable complications instead of giving a direct “no.”
• The Dutch admire modesty and abhor exaggeration or ostentation. Be sure you can back up your claims with lots of data. Keep your presentation clear and straightforward.
• Keep every promise you make, no matter how minor. A person who cannot be trusted to be punctual or to deliver a proposal on time will not be considered responsible enough to fulfill a contract.
• Most executives in the Netherlands understand English, so it is not necessary to have your business cards translated. However, all promotional materials and instruction manuals should be translated into Dutch.
• History is very important in the Netherlands. If your company has been around for many years, the date of its founding should be on your business card.
• Education is well respected in the Netherlands; include any degree above the bachelor’s level on your card.
• It is quite possible that you will walk into an office and start talking business immediately after introducing yourself. In a country with centuries of experience in commerce, Dutch executives believe that they can judge whether they wish to work with someone quickly.
• In addition, it is also possible that a Dutch executive will have had background research done on prospective clients. This gives the executives hard data to back up their impressions, while maintaining a reputation for being “canny judges of human character.”
• When the Dutch decide to chat before getting down to business, expect to be asked about your flight, your accommodations, where you are from, and so forth. Contacts are vital to doing business in the Netherlands, so know the name of every possible person who could give you or your company a good reference. Be aware of recent political events, both in your own country and in the Netherlands; the Dutch frequently discuss politics.
• The Dutch respect honesty and forthrightness. It is better to be blunt than to appear devious or evasive.
• When an individual must be either complimented or chastised, the Dutch always do so in private.
• Always avoid giving an impression of superiority. Egalitarianism is a central tenet of Dutch society. Everyone in a Dutch company, from the boss to every laborer, is considered valuable and worthy of respect.
• Privacy is very important in the Netherlands. Doors are kept closed, both at work and at home. Always knock on a closed door and wait to be admitted.
• Keep personal questions superficial; if your counterpart wants you to know any detail about his or her family, he or she will tell you. Avoid talking about sex, including the fact that prostitution is legal in the Netherlands.
• The Dutch tend to stand somewhat further apart than North Americans when talking. The positioning of furniture reflects this, and you may find yourself giving a sales pitch from a chair that seems uncomfortably far away. Do not move your chair closer; it is not your place to rearrange the furniture.
• Dutch family life is kept separate from business dealings. However, executives do take work home with them and may be phoned at home about business matters.

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