Beauty of night Capetown

I planned to publish this article a bit later, as far as I had had a number of articles on other countries ready to be uploaded when the meeting with Ms. Sara Dien, the Head of Trade Department of South African Embassy in Tehran, was set. But I couldn’t resist the incredible charisma of Ms. Dien, as a representative of that great nation, and the power of South African patriotism expressed by H.E. Mr. Vika Mazwi Khumalo, the Ambassador of South Africa to Iran during the celebration of the Freedom Day in Tehran. So I decided to upload the article out of turn.

What do I know as foreigner about South Africa? Charlize Theron is from South Africa. Travel agencies offer safari and waterfalls touts to South Africa, and hell-many years ago I had some friends from there, who were very kind and used to study medicine in my city. As a trade expert, I haven’t had a chance to cooperate with South African companies, so I cannot share any personal experience on the topic so far.

What do we have to know about South Africa? The first thing that caught my eye was the motto of the country about Unity in Diversity. The more I studied the topic, the more I wanted to leave everything, pack my luggage and go there immediately. So here are some short facts about South Africa in means of business and industry:

The country is rich in mineral resources, and you can explore, extract and export a bigger part of Mendeleev’s periodic table there. And the country in one of the world leaders in the mining industry.

South Africa produces a wide range of agricultural product, especially fruits and beans.

All main car producers have manufacturing plants in South Africa, and the country plays a great role in automobile production and export.

The country has quite a flexible system for foreign investment and is No.13 in the top-20 list of 2019 most attractive countries among investors.

And indeed, the unbelievable nature, cultural diversity, a wide range of touristic attractions, high-quality traveling and accommodation services turned South Africa into one of the most interesting traveling destinations.

If you intend to start a business in South Africa or establish commercial cooperation with the country, it is crucial to know some insights about local negotiators and get the general information on South African business culture. That’s why I decided to ask Ms. Sara Dien to help us in studying the topic.

Ms. Sara Dien,

The Head of Trade Department at the South African Embassy in Tehran



1. What is the South African business about? What aims do businessmen seek: attracting foreign investment, involving new technologies or entering new markets?

25 years ago South Africa had the real rebirth in all areas of life, and the economy was no exception. After gaining freedom from apartheid, we faced tremendous challenges in all areas and this had to be addressed. The government, led by the ANC led the country and the economy addressing the inequalities that existed during the apartheid era. Our focus was not on the traditional European markets only but included our neighboring countries on the African continent as well as Asia and the Far East.

What is common between most of the South African businessmen and negotiators now, is that they understand the needs of the market, and exactly know what they want. The targets are diverse, and different approaches are used. Of course, modern businessmen are interested in foreign investments, because they can bring technologies to the country, and create new jobs. South African companies are looking for joint-venture opportunities with foreign companies, and we are really interested in new markets. But if I had to choose one main goal for South African business between investment, technologies and new markets, I would probably mention investment as the most common.

2. What is the attitude to time in South Africa? How rude does it look to be late for the meeting?

At first, I want to dispel the myth about the African time reality in South Africa, where people are very mindful of time. So if the meeting is set at 9:00, most of the South African negotiators will be at the chosen place well before the designated time as this clearly demonstrates respect to the host. So, in general, being late for the meeting may be considered offensive.

3. Many people get confused with 11 official languages in South Africa. Could you please clarify the language issue of negotiations?

The official business language in South Africa is English. The other languages are very important as this forms part of the diverse peoples of South Africa in terms of our ethnic and national identification. Having said that we are South Africa, the other languages are studied and also used, but you don’t have to look for additional translator while coming to the business meeting, English is enough. But if you learn how to greet your counterparts in the regional language, it will be the best sign of your respect.

4. It is said that South African negotiators mostly use dominant communication style at the meeting?

Negotiators in South Africa pay much attention to the pre-negotiation phase and try to be armed with facts, strategies, and techniques at the meeting. So if they know WHAT they want to say, they probably know HOW to say it. I cannot say that South African negotiators are excessively pushy, but they have the tenacity to engage to the end till the objectives are achieved.

5. Are South African negotiators mostly team or solo players?

The value of teamwork is in the South African mentality. Of course, every team has a leader whose mission is very important at the negotiation session. But all the members of the team clearly understand the main goal and are ready to support the leader and other members.

6. How ethnocentric are South Africans? What is their attitude to foreigners? Do they like to learn more about other countries?

South Africans are very welcoming, they are happy to meet new people from different countries, and their houses are always open for guests. Diversity, tolerance, and respect to cultures are our main values. As for learning something new, South Africans are always ready. But we really love our country, and can hardly stand any kind of offense towards our beliefs, culture and our country.

7. What are the best means of corporate communications: e-mails, phone calls, etc.?

South African businessmen are a bit apathetic to long e-mails. So the letters must be short and with a clear message. You have to avoid complicated meaningless constructions and go straight to the point. I would also mention the importance of previous recommendation in establishing business connections. South African businessmen are looking for safe and trustworthy counterparts and if someone can approve you the speed of cooperation will be much higher. As the Embassy Trade department, we constantly send the recommendation notes about the companies we find trustworthy.

8) I’ve seen in many sources that South African business is described as masculine. What about women in business? How often South African negotiators are women?

I’m surprised to hear that, because there are so many mining magnates, ministers, bankers, CEOs of international South African companies who are women. And we are very proud of them. What is important to know about women in business is that they have serious support from the South African government. Wide range of opportunities is given to women regardless of the color of skin. That’s why you can meet many women as decision-makers and negotiators in South Africa.

9. What traditions, food and behavior of South Africans can look strange and extraordinary for foreigners?

South Africans are very warm and welcoming and very inclusive in sharing and very proud of our country and our achievements to date and will take every opportunity to showcase their diversity and unity.

South Africans are real BBQ lovers. No matter what the weather is, you can even see people frying something on BBQ with an umbrella in heavy rain. That’s why if you come to South Africa you will be invited for lunch and dinner by people who see you for the first time, and in the period of one week, you have a chance to be invited to all kinds of ceremonies, from a birthday party to funerals.

10. What about the dress code? Does it mean much for South African negotiators?

Nobody will judge you if you come to the meeting with a casual outfit. What is really important is respect you demonstrate towards the values and beliefs of your counterparts.

I want to express special thanks to Ms. Dien for the answers and hope you will find the article interesting and useful. And don’t forget to share your own experience of cooperating with South African companies, and leave your comments.

P.S.: In the morning before the interview, I uploaded the article about effortless DIY national branding, and I cannot describe how happy I was to see one of the examples of it from Ms. Dien. Whether you plan a business in South Africa or not, we can learn something priceless from its citizens. And it is about how to love the Motherland, to be proud of who you are and what your roots are, and be passionate about making others love your country too.