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GETTING TOUGH: MEETINGS III
by Richard Steffens 

Your initial meeting with a Russian company (described in parts I and II of this
series, which appeared in the June-July and August issues of BISNIS Bulletin) will
often include the "Tough Question,"  the first pointed inquiries about your business
and your intentions.  Veterans also call this "the serve and return".  A Russian will
ask, "Why is it in the interests of my organization to work with you?", or states:
"This organization (or region) has no interest in these projects at this time."

These questions often disconcert Americans.  Some will conclude, prematurely,
that their Russian counterpart is either rude or uninformed.  Try to think of it,
rather, as the Russian equivalent of the high-pressure interview question.  The
Russian side is testing your character and your intentions.  If you answer meekly,
they may return to high-pressure tactics later.  If you don't respond seriously, they
may decide you aren't serious about doing business.

Although there is no perfect response to this initial blustering, Americans working
in Russia resort to several tactics.  When a Russian asked why he should want
American investment in his region, one American responded, "If you are not
interested in our investment, we will work with another region which has a greater
interest."  When another Russian asked why his company would want to do
business with an American, the American asked why Americans would want to do
business with his company.  Generally, a firm, confident response works best.

Hospitality

Hospitality is an important part of the Russian tradition.  If you are the host, you
are expected to provide for meals and accommodation.  If you are the guest, the
Russians will provide.  Generally, the Russian conference table has soda, mineral
water, and crackers or cookies in the center, often served in good crystal. 
Following the initial presentations, a Russian will serve tea and (strong) coffee. 
Often, the Russian hosts will provide a full-course meal, or invite their guests to a
nearby restaurant after an introductory meeting.   

To Russians, these meals are an important part of building a relationship.  When
you are host, you should not neglect your responsibilities.  Often, your Russian
counterpart will completely stonewall you during the formal part of the meeting,
then happily concede most positions over dessert.  Just as a way to get things
done, meals are indispensable.

The Informalities

Americans sometimes find personal relationships with Russians unsettling. 
Russians tend to be very reserved and formal at first.  They warm up gradually,
and eventually can become quite intimate.  As a result, business relationships
sometimes acquire a closeness that Americans find stifling and invasive.  Russians,
for their part,are sometimes disconcerted by what they consider premature
American friendliness and casualness. 

When speaking with Russians you do not know well, avoid discussion of sex,
religion, or politics.  The weather and sports are safe at first, and you will learn a
lot about how cold it gets.  Your Russian counterparts will want to talk about more
than just business, and they can be fascinating, if loquacious, conversationalists. 
Russians often enjoy in-depth discussions of history, literature, and world culture. 
As you get to know your counterparts, they may start to talk about their families,
their lives under Communism, and their opinions of Americans.  

Stories about Russian drinking contests are not exaggerated.  Many Russian
business dinners are punctuated by Russian executives standing up to toast their
American partners and then calling on everyone to down their glasses of vodka. 
Remember, you don't have to down every glass the Russians put in front of you. 
Sipping a little during each toast is better than nothing.  More important is that you
stand up and make a brief toast in response.  Flowery words and long speeches
are unnecessary--sincerity is what counts.  If you are really tongue-tied, say a few
words about "future friendship and future economic cooperation and prosperity (if
you can do this in Russian, even better)."  

At the end of a formal visit, Russians like to exchange gifts.  Usually, a company
manager may present a pin or pen with his company logo.  A mayor or governor
may present examples of local handicrafts.  You should also prepare a small gift --
pens, pins, cups, or plates with company logos are probably the best.  The
important thing is having the name of your company or city on the gift.  Many
Russian general managers are proud of their collections of gifts from U.S.
companies.       

This may seem like a lot, but no Russian will expect his Western partner to be
perfect.  If you can remember just a few things covered in these articles, your
Russian partners will be happy and impressed.  

This is third and last in a series of three articles on the protocol of business
meetings in Russia.  Richard Steffens is with the Commercial Service of the United
States in Moscow.
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