Kiss, Bow, or Shake Hands, Sales and Marketing: The Essential Cultural Guide—From Presentations and Promotions to Communicating and Closing

THREE TIPS FOR SELLING IN BRAZIL

1. The Jeito or Jeitinho Brasileiro

2. Nepotism and Networks

3. The Indirect Approach

1. THE JEITO OR JEITINHO BRASILEIRO

Jeito is sometimes translated as a “way” or a “knack,” and since jeitinho is the diminutive form of jeito, it would mean a “little way.” The jeitinho brazileiro (or the “little Brazilian way”) is a cultural nuance, which can refer to many things—from sidestepping a rule to paying for a “favor.” It is basically a way to circumvent rules and regulations that can be onerous.

In Brazil you will encounter several extremely time-consuming policies that are constant reminders of why the jeito exists. For example, Brazil’s labor code makes it arduous to hire or fire staff. It is so expensive to employ ...