Published by the CIPS Network of the National Association of REALTORS®
Second Quarter 2003
Doing Business in the Middle East: Customs and Culture
By Terri Morrison
The National Association of REALTORS®, through its international initiatives, has vastly expanded your potential base of prospects, as well as your worldwide legal and economic resources. But how much do you know about the cultures and business practices of potential clients in Qatar, Oman, or Israel? What if you were suddenly offered an opportunity to find several select properties for a member of the House of Saud? Wouldn’t you want to become very familiar with Middle Eastern customs and traditions so the Al Sauds would be very comfortable with you? At the least, you would want to know which branch of Islam your new Saudi client belongs to, no?
Branches of Islam
Muslims may belong to Sunni, Shi’a (or Shiite), Sufi, or one of several other branches of Islam, and the differences between them are significant. The gulf between the Wahabi sect of the Sunnis, and the Sufis is at least as great as the gulf between Southern Baptists and Quakers. Most Saudis are Sunni fundamentalists (a variant called Wahabi Islam), which is a very strict branch. Sufis are considered the mystics of Islam.
The branches do not always get along; therefore, it is advantageous to understand your client’s belief system and how it may differ from another Islamic branch. For example, the Sultanate of Oman is one of the most relaxed and open Muslim states in the Gulf. The sexes are not strictly segregated, and western businesswomen sometimes feel more at ease there. The majority of Omanis belong to the Ibadhi sect of Islam, a somewhat
moderate branch.
Middle Eastern Culture
Much of the Middle East went from a near-medieval existence prior to World War II to their modern technological society of today. Since trade was the foundation of the culture for thousands of years, most Arabs still consider themselves Bedouins at heart. They will be loyal first to their families, then to their tribes, then to friends.
Many Middle Easterners are also exceedingly generous, and their hospitality is legendary. Never admire an item too intensely—they will often present it to you as a gift.
Middle Easterners generally speak at much closer quarters than North Americans. Some feel uncomfortable being far away from others, even if they are among strangers. Eye contact can be intense and constant.
The perception of time is vastly different in the Middle East and in the U.S.A. Nothing happens at breakneck speed in Saudi Arabia or Kuwait. Relax and schedule one appointment a day.
Language, Colors & Symbols
Remember, both Arabic and Hebrew are written right-to-left. In ads and marketing materials, put your graphics in the correct order: that is to say, for example, that “Before” pictures of construction sites go on the right, “After” on the left.
Green is associated with Islam. Certain combinations of patterns and colors can be associated with particular tribes. Treat the flag of Saudi Arabia extremely carefully: it has the name of Allah on it! Never put the flag on a promotional item. (Whenever Saudi Arabia’s soccer team is a finalist in the World Cup, someone manufactures a soccer ball decorated with the flags of all participating nations—including Saudi Arabia’s flag. The insult is exacerbated because players kick the name of Allah with their feet!)
Avoid Rude Moves
- Do not eat or drink in front of Muslims during Ramadan. They are fasting.
- Do not use your left hand—particularly when eating. It is considered unclean in parts of the Middle East.
- Never cross your legs and display the sole of your foot towards someone.
- Orthodox Muslims do not eat pork, drink alcohol, or discuss the female members of their family.
- Friday is the Muslim Holy Day; workweeks may run Saturday through Wednesday.
- Never interrupt Muslims at prayer, a religious practice they perform five times a day.
For the global real estate executive, researching the beliefs and desires of your clients is essential to success. Appreciating the diversity and traditions of the Middle East, and avoiding offense to Muslims, Jews, Hindus—or any religious group—can bring you an extremely loyal customer base, and help create a more civilized world for all of us.
Terri Morrison is a speaker and coauthor of five books on intercultural communications, including “Kiss, Bow or Shake Hands: How to Do Business in Sixty Countries” and “Dun & Bradstreet’s Guide to Doing Business Around the World”. For information on her books, and seminars, e-mail TerriMorrison@getcustoms.com, visit her Web site at www.getcustoms.com, or call +1-610-725-1040.
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