Dealing with Spanish clients, suppliers and negotiators

Key rules

• Trust first: Expect several meetings, often over meals, before a firm commitment, and don't push for a contract early.
• Decision-maker: Your first contact may only recommend, so ask politely who else must approve.
• Timing: Treat deadlines as targets, agree dates in writing and build in slack.
• Payment terms: Late-payment rules cap payment terms at 60 days, so put your terms in the contract.

Build the relationship first

Spanish business runs on trust. A firm commitment usually comes only after several face-to-face meetings, often over a meal. Contracts are still signed formally, but deals tend to move only once personal rapport exists. Pushing for a signature too early usually slows things down.

• Get introduced. A mutual contact speeds things up a lot. Cold emails tend to get slow replies.
• Expect long lunches. A lunch of two hours or more is common. Start with small talk and personal interest, and bring up business later in the meal.
• Expect the pace to vary. It is slower with small and family firms and in the south. It is faster with multinationals and startups in Madrid or Barcelona.

Find the real decision-maker

Spanish firms are fairly hierarchical. In family-run and small or medium firms, the final call often sits with the owner, the managing director (director general) or a senior manager. The person you meet first may be a gatekeeper or technical contact who can only recommend.

Look for these signals:

• Who the others defer to.
• Who speaks last.
• Who sets the agenda or the next meeting.
• Who can commit on price.

Then ask politely who else needs to approve, and ask that person to join a later meeting. In large companies, expect committees, a purchasing department and legal review. A lunch invitation from a senior person usually points to real interest.

Accept flexible timing

Deadlines are often treated as targets, and delays are common, especially with small firms and public bodies. Large multinationals are usually more punctual.

• Be on time yourself, even if the other side starts 5 to 15 minutes late.
• Lunch is typically 14:00 to 16:00. Dinners start late, around 21:00.
• Avoid August, when many businesses slow or close. Also allow for Christmas, Easter and local holidays.
• Keep personal contact going to keep tasks on track.
• Write the consequences of delay into the contract. Payment terms are legally capped at 60 days.

The timeline below shows how to set and confirm dates.

When nobody replies

Silence usually means workload, not refusal. Keep your tone warm, restate your question briefly, and make it easy to answer yes or no. Change channel as you go: a short call or WhatsApp message often works better than another email. If three or four attempts over two or three weeks get nothing, try another contact at the company or a mutual acquaintance. Don't chase in August or around public holidays.

Timeline and deadlines

• Agree dates in writing and build in slack: when you set any deadline

• Confirm the agreed date with the other side: a few days before it

• Send a polite reminder, restating your question: after about one week without a reply

• Send a second reminder by phone or WhatsApp: after another week

• Try another contact at the company or a mutual acquaintance: after three or four attempts across two or three weeks

• Set payment terms of no more than 60 days in the contract: before signing

Checklist

• Ask a mutual contact to introduce you instead of approaching cold by email.

• Plan several face-to-face meetings, often over a meal, before expecting a firm commitment.

• Ask who else needs to approve the deal and request that they join a later meeting.

• Agree dates in writing and confirm them a few days before.

• Avoid scheduling important work in August, around Christmas and Easter, or on local holidays.

What to watch out for

• Deadlines slip: Deadlines are often treated as targets, and delays are common, especially with small firms and public bodies. Agree dates in writing, build in slack, and keep in personal contact to keep tasks on track.

• August and holiday slowdowns: Many businesses slow down or close in August, and Christmas, Easter and local holidays also stall work. Plan around these periods and avoid chasing contacts then.

• Silence taken as refusal: Silence is usually due to workload, not a refusal, and angry chasing can damage the relationship. Keep a warm tone, briefly restate your question, make it easy to reply, and switch to a call or WhatsApp.

• Late payment: Delays in payment can hurt your cash flow if the contract is silent on them. Spell out the consequences of delays in the contract, and remember that payment terms are legally capped at 60 days.

Frequently asked questions

Who do I ask to find out if someone can approve the deal?

Ask politely who else needs to approve the deal, then ask to include that person in a later meeting. This works well because the first person you meet may be a gatekeeper who can only recommend. Watch who the others defer to and who can commit on price.

Does a lunch invitation from a senior person mean real interest?

Yes, an invitation to lunch from a senior person usually signals real interest in working with you. Treat it as a chance to build trust, not to push for a signature. Business is discussed later in the meal, after small talk.

Which contact method works best when a client does not reply?

A short phone call or WhatsApp message is often more effective than another email once contact is established.

How long can late payment legally run in Spain?

Late-payment rules legally cap payment terms at 60 days. Because deadlines are often treated as targets, spell out the consequences of delays in your contract.