Since 1996 I have been organising NL Pavilions in Dubai, and more and more Dutch companies now also exhibit in Saudi Arabia. The Gulf region is a fantastic market for food and ingredients, but business there works differently than in the Netherlands. A friendly, well-prepared approach on the exhibition floor makes a real difference. These are the ten tips I share with every first-time exhibitor.

Take time for the relationship

In the Gulf, people do business with people they know and trust. A visitor at your stand will often want to get to know you before talking about products, prices or volumes. Offer a coffee, ask about their company and take an interest in them as a person. Jumping straight to your price list can come across as cold. The time you invest in the first conversation is the foundation for everything that follows.

Do not expect a deal at the stand

A good meeting at the exhibition is a start, not a contract. Decisions are rarely made on the spot and often involve several people in the company. Follow up quickly after the show, keep in touch regularly and, if you can, plan a second visit. Email alone is rarely enough. Patience is not a weakness here; it shows that you are serious about the market.

Dress smartly

Appearance matters. For men, a suit is the norm, preferably in a light fabric because of the heat. Women are best dressed in loose clothing that covers shoulders and knees. Even when the halls are warm and the days are long, a neat and fresh appearance is part of making a good impression. Saudi Arabia is generally more conservative in this respect than the United Arab Emirates.

Be on time, and be patient

You are expected to be punctual for appointments. Do not be surprised, however, if your visitor arrives a little later than agreed or if a meeting is interrupted by a phone call or another guest. This is normal and not a sign of disinterest. Stay relaxed, plan some extra time between appointments and keep your schedule flexible.

Avoid politics and religion

Some subjects are best left alone. Politics, religion and regional tensions are sensitive topics, even in a casual conversation. Safe subjects are the Netherlands, travel, food, family and of course your business. Showing respect for local culture and faith is greatly appreciated, also when it is not discussed openly.

Learn a few words of Arabic

Everyone you meet at the exhibition will speak English, but a few words of Arabic are a nice gesture. A simple "shukran" (thank you) or replying to the traditional greeting shows that you have made an effort. Bring business cards printed in English and Arabic, and hand them over with the Arabic side facing up.

Read between the lines

Communication is more indirect than in the Netherlands. A clear "no" is often avoided, and a polite "maybe" or "we will see" can mean that the answer is no. Pay attention to tone and body language, and avoid putting your counterpart in a position where they have to refuse you openly. Dutch directness, however well meant, can come across as rude.

Choose your gifts with care

A small gift is a good way to say thank you, but choose wisely. Never give alcohol or anything that contains pork. A quality pen, a Delft Blue item or something typically Dutch is always appreciated. If you are offered a gift or a cup of coffee, accept it with your right hand.

Mind your gestures

Small things can make a big impression. Avoid showing the sole of your shoe when you cross your legs, and do not look away while your counterpart is speaking. Use your right hand when giving or receiving something. If you meet a woman, wait to see whether she offers her hand before you offer yours.

Know the working week

The working week is not the same everywhere. In the United Arab Emirates the weekend falls on Saturday and Sunday, with a shorter working day on Friday. In Saudi Arabia the weekend is Friday and Saturday. During Ramadan, working hours are shorter and the pace of business slows down. Keep this in mind when you plan your follow-up calls and visits.