Top Culture and Business Etiquettes in the Netherlands

Business District in Copenhagen, Denmark (Photo by Oleksandr Filon on Getty Images)

Welkom! (Welcome!)

The Netherlands, with its open economy and innovative spirit, offers an exciting business landscape for entrepreneurs and companies worldwide. However, to navigate this landscape successfully, understanding the nuances of Dutch business culture is crucial.

In this guide, we’ll delve into the key aspects of doing business in the Netherlands, from communication style to dress codes, meeting etiquette, and more. Whether you’re planning a business trip to Amsterdam or negotiating a deal with a Dutch company, this guide will help you understand and appreciate the unique Dutch approach to business.

Historical Context

The Netherlands has a rich history of trade and commerce dating back to the 17th century, often referred to as the Dutch Golden Age. This period saw the country become one of the world’s leading maritime and economic powers. The legacy of this era is evident today in the Dutch commitment to free trade, openness to foreign businesses, and innovative practices.

Communication Style

• Dutch people are known for their directness. They value clarity and honesty in their communication and often get straight to the point. This directness should not be taken as rudeness; it’s simply a reflection of their desire for efficient and transparent communication.
• The Dutch tend to use short sentences and a friendly tone of voice.
• They don’t go overboard with politeness because it can make people wonder if they’re being too indirect.
• They also don’t usually exaggerate or shower each other with compliments. So, you can count on straightforward and down-to-earth conversations with them.
• However, be aware of Dutch humor. They often find enjoyment in the misfortunes of others, a concept known as “schadenfreude.” They also embrace cheeky and nuanced humor. It’s worth noting that irony and sarcasm may not be well-received, as many Dutch people tend to take things literally.
• The Dutch also appreciate discussions and debates, so don’t be surprised if your Dutch colleagues openly share their opinions or challenge yours.

Body Language & Non-Verbal Communication

• In the Netherlands, personal space is quite important, and you shouldn’t invade it. When you’re chatting, keep a distance of at least an arm’s length. Dutch people often arrange their furniture to create more space between people in a room, so if that’s the case, don’t move your chair closer!
• Dutch people normally use words exclusively to emphasize their points in a conversation. However, sometimes gestures might be used during a conversation.
• Hand gestures: In Dutch culture, placing your index finger on your temple or forehead can be seen as offensive, as it suggests the person you’re referring to is a little crazy. Pointing is also considered impolite. On the other hand, giving a thumbs-up sign is a great way to express approval.
• Eye contact: Maintaining eye contact during a conversation is important to demonstrate sincerity. However, it’s also acceptable to occasionally look elsewhere, as it can make the situation more relaxed and comfortable and not so intense.

Meeting Etiquette

• Punctuality is taken seriously in the Netherlands. Always arrive on time for meetings, and if you are running late, be sure to notify your Dutch counterparts in advance.
• During introductions, shake hands with everyone and remember to make eye contact during the handshake as it’s seen as a sign of confidence and respect.
• The Dutch value efficiency in meetings! They’re all about making the most out of the time by having well-structured and jam-packed agendas. They like to maximize progress and get things done!
• Initially, the focus in a meeting will be on evaluating each other’s credibility rather than delving into personal details. Although as discussions progress, you’ll notice that this formality tends to ease up.
• The Dutch value proposals with substantial reason, concrete facts, and evidence to back them up. It’s unlikely that appealing to their emotions will move negotiations forward without solid rationale.
• Things move swiftly in meetings, but negotiations only wrap up after thorough discussion and addressing all the necessary aspects. They tend to analyze things extensively to be as thorough as possible. If the discussion isn’t comprehensive, structured, and detailed, decisions are postponed until the next meeting. These “Dutch debates” may seem meticulous and lengthy, but you’ll just need to be patient and acknowledge their concerns.
• The Dutch are great listeners, but at times, their experience and confidence might make them less open to persuasion.

Dress Code

• Dutch professionals tend to dress fairly conservatively in business, though standards and styles vary widely from one industry to another.
• Formal attire is normal in sectors like banking and law, while in creative fields and tech, the dress code can be quite casual.
• Regardless of the industry, neatness and modesty are appreciated.

Dining Etiquette

• The Dutch sometimes opt for luncheon meetings that can last up to three hours, rather than confining themselves to stuffy office meetings. It’s a refreshing change that brings a more relaxed and engaging atmosphere to discussions.
• The host will let everyone know when to start eating (don’t start before they do!), and as everyone begins eating, you will hear them say “Eet smakelijk” (Eat well and with taste).
• Always keep your hands above the table until everyone finishes their meal.
• The Dutch don’t like wasting food and really appreciate it when their guests polish off everything on their plates. It is recommended to start with a small portion first, so you can happily accept a second helping.
• Tip: Take the time to learn a little about the food you will encounter in the Netherlands, such as Dutch breakfast dishes, Dutch seafood dishes, Dutch meat dishes, Dutch vegetarian dishes, and their amazing Dutch desserts and sweets. You might like to read up on Dutch alcoholic drinks and Dutch non-alcoholic drinks too!

Gift-Giving Practices

• Gift-giving is not a common practice in Dutch business culture.
• However, if you’re invited to someone’s home, it’s customary to bring a gift such as flowers, chocolates, or a book.
• If you wish to give flowers, choose any type but not white lilies or chrysanthemums as they are used during mourning.
• If you receive a gift, open it immediately and express your appreciation.

Tips for Successful Business Interactions

• Be Direct but Polite: Don’t hesitate to ask questions or clarify points during discussions. The Dutch appreciate directness but remember to maintain politeness and respect throughout the conversation.
• Stick to Your Word: If you make a promise or agreement, be sure to follow through. The Dutch place great importance on trust and reliability in business relationships.
• Keep Things Casual: While professionalism is key, the Dutch business culture is relatively informal. Don’t be surprised if discussions move out of the boardroom and into a more relaxed setting like a café or restaurant.

Common Pitfalls to Avoid

• Avoid Over-Formality: While it’s important to be professional, overly formal behavior can be off-putting in the Dutch business environment. Aim for a balance between professionalism and approachability.
• Respect Everyone’s Opinions: The Dutch are egalitarian, and everyone’s opinion is valued. Make sure to include all participants in the discussion and consider their input.
• Don’t Rush Negotiations: Decisions are often made after careful consideration and consultation. Be patient and allow the process to unfold naturally.

Conclusion

Doing business in the Netherlands offers exciting opportunities. By understanding and respecting Dutch business culture, you’ll be well-positioned to build strong relationships and achieve success in this vibrant market.

Of course, this is not an exhaustive list of Dutch cultural and business etiquette tips. So if you have any great points to add, just include them in your comments!

Succes! (Good luck!)