Quick Read Guide to Selling in Brazil

Brazil
Part of the Smith School of Business
SME International Guides Series

Smith SME Guides 2018: Brazil 00
What have you stumbled upon?
Jim Hamilton
Adjunct Lecturer & Distinguished Faculty Fellow of Sales Management
If you have any questions related to the students, the MIB program or the Smith
School of Business, please reach out to Jim at jim.hamilton@queensu.ca.
Being a small business is incredibly difficult, especially if you want to
expand internationally. There are endless resources telling you how to
get that first sales dollar. But with so much to look at, where do you
start?
Over the last few months, the Smith MIB class of 2018 has assessed
international markets and the resources available to small businesses
looking to expand. From that work, we created a single place to begin
the journey in select countries.
We are always interested in creating more guides for new locations. If
there is a particular market your company wishes to enter, please
reach out to us.
Vanesa Cotlar
Manager of Content, Design and Execution of the Smith SME Guides
If you have any questions related to exploring international opportunities in this
country or any other, please reach out to Vanesa at vcotlar@gmail.com.
Sandrino Brun
Content lead for the Smith SME Guide for Brazil
Sandrino Brun is an international student from Switzerland currently doing his
Masters of International Business at the Smith School of Business. He finds traveling
and exploring new cultures enriching, using his experiences to build his business
acumen. Sandrino aims to work as a consultant for an international corporation.
Meet the team:

What’s included?
Pg. 2: Understanding the Country
– About Brazil
– Demographics and social situation
– Political turmoil in Brazil
– How people get around
– Key safety precautions
– Cultural characteristics
Pg. 11: Explaining the Sales Process
– Prospecting and outreach
– Understanding the needs of buying team
– Handing objections and gaining commitment
– Creating and maintaining successful customer relationships
– Common techniques and tools to enable selling
Pg. 7 Exploring the Business Environment
– Primary sectors to consider
– Where Brazil is looking to expand
– Regulations and other considerations for foreign companies
Pg. 17: Expert Interview
Pg. 19: Sources & Contributors

Understanding
the Country

About Brazil
Brazil has become one of the largest economies in the
world. The country has experienced some political and
economic issues in recent years, but it still holds
enormous business potential for international companies
seeking growth opportunities in an emerging market.
Understanding the Country
Demographic and social situation
The population of Brazil is
approximately 207 million,
making it the 6th most
populous country in the
world. Brazil has not taken
full advantage of its
working-age population —
approximately 44% of
people in Brazil are between
25 and 54 years of age.(6)
Under-tapped working-
age population
Social
support
Wealth
distribution
Brazil has a well-funded
public pension system
and other social
programs that financially
support elderly people.
Through these policies,
Brazil has helped
approximately 10 million
people out of poverty.
The majority of the
country’s population is
considered middle class.
However, poverty, income
inequality and high crime
rates in the cities and
favelas (slums) remains
prevalent. The literacy rate
in Brazil is 92.6%.(7)

Brazil is ranked 96th out of 180 countries on the corruption index and is extremely
exposed to corruption; unfortunately, corruption is still a problem.(5)
Corruption in Brazil is connected to the consolidation of political and economic power
among a small group of people who do not follow the democratic process and the
rule of law.
Political turmoil in Brazil
Political situation
Recent political events Implications for investors
The current political situation in Brazil
is considered extremely fragile and
unstable because of recent corruption
scandals targeting former President
Dilma Rousseff, who was impeached
in 2017, and her successor, President
Michel Temer.
Corruption has become part of the
everyday life of every business in
Brazil, which creates challenges for
potential investors. When confronted
with difficult situations, businesses
need to consider whether they want
to risk the potential for losing their
reputation in the international market
if something goes wrong.

How do people get around?
Taxi: Taxis are reasonably priced and are the most recommended transportation method at night. In big cities
such as Sao Paulo and Rio de Janeiro, taxis have meters that start at around R$5.20 and rise about R$2 per
kilometre. In smaller cities, you usually have to arrange a flat rate before the ride.(15)
Metro: Rio and Sao Paulo both have modern metro systems. The metro systems are safe, inexpensive, and
efficient. Rio expanded its metro lines for the 2016 Olympic Games. One-way tickets are R$3.70 in Rio and
R$3.50 in Sao Paulo.(15)
Bus: The bus is an excellent and inexpensive way to get to know a city in Brazil, ranging in price from R$2.50
to R$3.70. However, caution is needed, as theft can be a problem. Avoid carrying valuables. Most care is
required with minibuses, which are common targets for crime.(15)
Walk: This is the least expensive way to get around neighbourhoods in the city. The most famous
sightseeing spots in Rio are Sugar Loaf Mountain, the Christ statue, and Copacabana beach.(15)
Key safety precautions
Beware of
pickpocketing
Pickpocketing can be a problem in the
streets of the large cities in Brazil. Carry a
decoy wallet that contains only a small
amount of money, and keep cash hidden in
under-layers of clothing. Avoid wearing
expensive jewelry, and don’t withdraw cash
from ATMs on the street; use ATMs inside
banks instead.(16)
Dress and act
like a local
To avoid standing out in a
crowd, dress and act like the
local people do. When
walking around the cities,
for example, wear shorts, t-
shirts and havaianas (flip-
flops).(16)
Get
vaccinated
Travellers to Brazil are
advised to get certain
vaccinations, including
tetanus, diphtheria,
pertussis, hepatitis A,
typhoid, meningococcal
meningitis, yellow fever and
malaria.(16)

The individualism dimension shows that it’s
important to build trust and long-lasting
relationships in the working environment.
Meetings usually begin with informal
conversation to build personal relationships. For
this reason, it is important to have a team
physically in Brazil to make sales, especially if a
company is looking for a long-term business
partnership.(8)
Note: Brazilians are passionate people. This is expressed verbally as well as through body language.
Individualism Uncertainty Avoidance
Brazil’s uncertainty avoidance also stands out in
the Hofstede model. As is generally true across
all Latin American countries, Brazil scores
relatively high in this dimension. Brazil has a
heavy bureaucracy, with laws and rules that
guide the everyday life of people in the
country.(8)
Hofstede Six Dimension Model
There are six dimensions that make up the Hofstede model of national culture. These cultural dimensions
focus on distinguishing countries, rather than individuals, from each other. The dimensions are based on
preferences for one state of affairs over another that are prevalent in a nation.(8)
Hofstede Dimensions for Brazil
Cultural characteristics

Exploring the
Business
Environment

Exploring the Business
Environment
Primary sectors to consider
Financial Services
Until 1998, Petrobras, the
largest oil producer in Brazil,
held a monopoly in the
market. Since then, foreign
companies have invested
heavily in the potential oil
reserves along the shores of
Brazil. Recent energy
reforms have opened the
market for foreign
competition even more.(11)
CoffeeCrude Oil
Brazil is the largest coffee
producer and second
largest coffee consumer in
the world. One third of
global coffee production
comes from Brazil. The
continuing trend towards
fair trade and
environmentally friendly
production has led to a
financial and economic
boom in this market in
recent years.(14)
The banking sector in
Brazil is very large and well
developed. Foreign
investors can directly
invest in equities,
securities, and derivatives.
However, the investments
are limited to publicly held
companies in established
markets.(11)

Environment
Where Brazil is looking to expand
The biggest opportunities for international
companies in the Brazilian market are in
infrastructure. The current President, Michel
Temer, has announced plans to invest
approximately $14B USD in local infrastructure,
including roads, railways, ports, airports, water
treatment, electricity transmission and
distribution, as well as oil and gas concessions.(1)
Infrastructure Health Care System
Brazil also plans to invest further in its health
care system. At the moment, the country is
heavily investing in electronic medical records
(EMR) which have recently been completed for
about 28% of all records. In addition, Brazil is
looking to invest more in research and control
mechanisms associated with deadly diseases
like dengue, malaria, and zika.(11)
Additional sectors
Telecommunications
E-Commerce
Renewable Energy
Aircraft
Petroleum
Tourism
Agriculture
Commodities

Environment
Regulations and other consideration
for foreign companies
Foreign companies wanting to invest in Brazil
must be familiar with different regulations
that restrict foreign investment in health
(Law 13097/2015), mass media (Law
10610/2002), telecommunications (Law
12485/2011), aerospace (Law 7565/1986,
updated by MP 714), rural property (Law
5709/1971), maritime (Law 9432/1997 and
Decree 2256/1997), insurance (Law
11371/2006), and air transport sectors (MP
714/2016).(11)
Regulations Additional considerations
Foreign companies must register online with
the Banco Central do Brazil (BCB) within 30
days of the first inflow of resources to the
country. Royalties and technology transfers
related to services and products are handled
by the National Institute of Industrial Property.
Foreign investors must have a local
representative in Brazil. Portfolio investors
need to register their local financial
representative with the Brazilian Securities
Exchange Commission.(11)

Explaining the
Sales Process

Prospecting and outreach
Explaining the Sales Process
Importance of titles
The Hofstede model for Brazil shows a relatively high power distance, which means that foreign companies
need to respect the hierarchy in Brazilian organizations. Inequalities among people at various levels are
acceptable. People in senior management positions typically have status symbols such as cars, houses, or
jewelry that demonstrate their superior position in the company.
Relationships and business networks are
extremely important in the Brazilian business
environment. Without a strong customer
relationships, it is difficult to be successful in
the long run.
To build a sustainable business, foreign
companies need to have a Brazilian partner
who can introduce them to their network.
Loyalty in sales Local business partner
Networking Gold Call

Understanding the needs of the
buying team
In-person meetings Consistency
Overcoming language barriersMeeting essentials
Face-to-face meetings are extremely important
and cannot be avoided by foreign companies
looking to do business in the country. The
pace of meetings and negotiations is generally
slower and is mainly based on personal
relationships. For this reason, it is virtually
impossible to make first contact or close a
deal by telephone, email, or letter.
It is important to recognize that senior
management expects to have the same sales
representatives throughout the entire buying
process. As well, frequent personal contact is
essential to maintain a strong relationship.
Meetings should be scheduled two weeks in
advance, if possible, and confirmed two days
prior to the meeting. As well, carefully
consider the meeting time, as lunchtime tends
to be long. The best meeting times are either
between 10 a.m. and noon or between 3
p.m. and 5 p.m.
The main language in Brazil is Portuguese so
foreign companies will likely need to hire an
interpreter to do business in Brazil. However, it
is important to speak directly to the senior
manager instead of looking at the interpreter
because eye contact is a key way to show
respect in Brazilian culture.
Indirect communication Direct communication

Handling objections and gaining
commitment
Personal communication Meeting atmosphere
Body language
In Brazil, the optimal way of conducting
negotiations is face-to-face, and not by email
or telephone. When emails are necessary, they
should be followed up with a quick phone call
to maintain a strong relationship.
Brazilians can be emotional and come across
as passionate in meetings. Emotional
expression should not be taken as anger or
disinterest, but rather as a sign that the clients
are committed to the meeting and the ideas
being discussed.
It is crucial to maintain eye contact with
others in business. Touch is common across
genders, especially among team members
who work closely together.
These characteristics need to be adopted as quickly as
possible, otherwise, potential clients may interpret
foreigners as disrespectful or unfriendly.
High-level steps
Proximity
Eye contactTactility
Confrontational Avoid Confrontation

Creating and maintaining successful
customer relationships
Personal relationship
Business cards
Conversation topics
Business gifts
It is essential to have frequent visits to ensure that
the business relationships remains top of mind with
the customer. Examples include site visits or social
events.
Brazilians are proud of their country and they
appreciate when business visitors acknowledge and
support Brazilian cultural events like music and
soccer.
Gifts should not be wrapped in purple or black
because those are mourning colours in Brazil. Sharp
gifts like knives should be avoided because this can
represent a desire to sever the relationship. Good
choices include books, electronics, and unique
items from your home country. Avoid very
expensive gifts, which could be associated with
bribery.
Business cards should use both English and
Portuguese. When sharing a card, present it with
the Portuguese text facing up as a sign of respect.
Personal relationship Business relationship

Common techniques and tools to
enable selling
Conferences &
Expositions
• As Brazil has become one
of the most powerful
economies in Latin
America, there are more
conferences and
expositions taking place in
the country. Big brands like
TED, IBM and Gartner are
holding conferences and
seminars in Brazil to expose
themselves to the
market.(19)
• The two most important
cities for these events are
Rio de Janeiro and Sao
Paulo, which are the heart
and soul of the Brazilian
economy.
Industry
Associations
• CACB (Confederaca o das
Associacoes Commerciais e
Empresaraiais do Brasil) is the
most important business
association in Brazil, and is
responsible for commercial
and business related issues in
the country. It supports
companies in trouble or
otherwise in need of
consultancy assistance.(18)
• Other associations to
consider include: ACRJ – Rio
Commercial Association,
ACSP – Sao Paulo
Commercial Association, and
ACDF – Distrito Federal
Commercial Association.
Advertising
to Clients
• In 2017, Brazil was the
fourth largest internet
market in the world, with a
penetration of ~65%. The
most used social network is
Facebook, followed by
YouTube and WhatsApp.(20)
• Social networks are very
important in the Brazilian
market, but companies
need to do market-specific
research because
preferences vary across
regions. TV commercials
are another effective way
to attract new customers.
Facts Relationship

Expert Interview

Interview #1
Carlos Henrique Aragao
Sales Manager, Brasil BRF S/A – Brasil Foods
Prospecting & Outreach
• Different departments need to be part of creating the sales strategy if they want to
approach potential customers
• Important departments involved in the process include Pricing, Trade Marketing,
Marketing, Sales Operations, and Sales Force
• Weekly and monthly internal meetings are held to gather information to create an
action plan
Discovery Sessions (with Members of Buying Team)
• External visits are common for the first approach (never email or telephone)
• Can speak directly to the decision maker of the company
• Business relationships are essential for success in the sales process
Handling Objections, Negotiations and Gaining Commitment
• Most conversations are informal and light
• One needs to be present and get involved in the customer’s problems
• Customers prefer quick and proactive solutions
• Price is generally mentioned at the end of the negotiation process
• Understanding the deeper problem is highly important and it will take about two to
three meetings to finalize a deal
Customer Account Management and Customer Success Management
• Meetings with customers should happen on a weekly basis to follow up on their order,
identify any problems, provide after-sale services and discuss any potential changes to
the agreements
Sales Tech Required
• Main sales tool used in Brazil is Salesforce
"Brazil has established itself as one of the largest
economies in Latin America and the world. To keep up
with the current demand, the country needs additional
resources from abroad to become a more prosperous
country."

Sources & Contributors
The World Bank
Focus-economics
Transparency International
Central Intelligence Agency
Indexmundi
Hofstede Insights
OEC
FOREXNEWS.com
Export.gov
USA Today
World Business Culture
The New York Times
Kleffmann
Lonely Planet
Skyscanner
10Times
BBC
CACB
TranslateMedia
Edited by Kaarina Stiff

Sources & Contributors
(1) The World Bank (2016). Infrastructure. Retrieved March 25, 2018, from
https://lpi.worldbank.org/international/global?order=Infrastructure
(2) The World Bank (2018). GDP (current US$). Retrieved March 27, 2018, from
https://data.worldbank.org/indicator/NY.GDP.MKTP.CD?year_high_desc=true
(3) Focus-economics (2018). Brazil. Retrieved March 27, 2018, from
https://www.focus-economics.com/countries/brazil
(4) Focus-economics (2018). The largest economies in the world. Retrieved March 27, 2018,
from
https://www.focus-economics.com/blog/the-largest-economies-in-the-world
(5) Transparency International (2017). Brazil. Retrieved March 27, 2018, from
https://www.transparency.org/country/BRA
(6) Central Intelligence Agency (2018). The World Factbook. Retrieved March 27, 2018, from
https://www.cia.gov/library/publications/the-world-factbook/geos/br.html
(7) Indexmundi (2018). Brazil Literacy. Retrieved March 27, 2018, from
https://www.indexmundi.com/brazil/literacy.html
(8) Hofstede Insights (2018). Country Comparison - Brazil. Retrieved March 27, 2018, from
https://www.hofstede-insights.com/country-comparison/brazil/
(9) OEC (2018). Brazil. Retrieved March 27, 2018, from
https://atlas.media.mit.edu/en/profile/country/bra/
(10) FOREXNEWS.com (2018). Brazilian Economy: Here’s What You Need to Know. Retrieved
March 27, 2018, from
https://www.forexnews.com/blog/2013/03/14/brazilian-economy/
(11) Export.gov (2018). Brazil - Market Opportunities. Retrieved March 27, 2018, from
https://www.export.gov/article?id=Brazil-Market-Opportunities
(12) USA Today (2018). Business Etiquette in Brazil. Retrieved March 27, 2018, from
http://traveltips.usatoday.com/business-etiquette-brazil-16277.html
(13) World Business Culture (2018). Brazilian Meeting Etiquette. Retrieved March 27, 2018, from
https://www.worldbusinessculture.com/country-profiles/brazil/culture/business-meeting-
etiquette/
(14) Kleffmann (2018). The Brazilian Coffee Market. Retrieved May 24, 2018, from
https://www.kleffmann.com/en/information-center/information-center/the-brazilian-coffee-
market-20142015
(15) Lonely Planet (2018). Brazil – Safety. Retrieved May 24, 2018, from
https://www.lonelyplanet.com/brazil/safety
(16) Skyscanner (2018). 15 Safety tips for Brazil; How to avoid trouble on your travels. Retrieved
May 24, 2018, from
https://www.skyscanner.net/news/15-safety-tips-brazil-how-avoid-trouble-your-travels
(17) BBC (2018). Brazile Profile – Media. Retrieved May 28, 2018, from
http://www.bbc.com/news/world-latin-america-18912764
(18) CACB (2018). CACB. Retrieved May 28, 2018, from
https://cacb.org.br/
(19) 10Times (2018). Business Services Conferences in Brazil. Retrieved May 28, 2018, from
https://10times.com/brazil/business-consultancy/conferences
(20) TranslateMedia (2018). Brazil Social Media. Retrieved May 28, 2018, from
https://www.translatemedia.com/translation-services/social-media/brazil-social-media/

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