Swiss Business Practices
What Are Typical Swiss Ways of Doing Business?
Analyze your situation and learn how to use cultural differences to everyone’s advantage.
Just like people from other countries, Swiss people have their own specific characteristics, skills, and qualities. Many behaviors and ways of doing business feel completely natural to us, meaning that we rarely reflect on them consciously. We usually only become aware of these differences when people from different countries and cultural backgrounds work together and unexpected situations, misunderstandings, or even tensions arise. Therefore, it is worthwhile to take a closer look at our own way of perceiving the world and interacting with others. This can lead to valuable insights and “aha moments”. At the same time, we gain a better understanding of ourselves: we discover our own strengths, some of which we may not have been fully aware of before, and learn how to use them more effectively.
Based on my many years of experience living and working in Switzerland, I have particularly noticed three characteristics that are often associated with Swiss people.
Restraint and Discretion
One of the first observations is that Swiss people generally appear rather reserved and introverted. They tend to dislike situations where someone draws excessive attention to themselves—as this can be perceived as unnecessary “showing off”. Instead, they prefer to listen carefully to the person they are speaking with and take time to understand their perspective, rather than immediately putting themselves in the spotlight. Swiss people are often good listeners. They ask questions to discover the interests, expectations, and needs of the other person. Before presenting answers or solutions, they first seek to fully understand the situation and requirements of their counterpart. Through this respectful approach, they place the other person—such as a customer or business partner—at the center of the conversation, rather than themselves. They respond to the individual’s specific situation instead of pushing them in a particular direction without being asked. This demonstrates a high level of respect towards the person they are communicating with. Swiss people also tend to be reserved when expressing their own emotions. Even when they feel extremely happy or enthusiastic internally, they often remain calm and composed externally. The advantage of this approach is that it prevents short-lived emotional reactions that may not be based on objective facts.
Diplomatic Communication
A second characteristic of Swiss communication is that it is often indirect and carefully worded. Swiss people generally avoid being overly direct or making statements that could unnecessarily offend others. Instead, they tend to express their thoughts in a more diplomatic and considerate way. An example from my own experience:
A good customer once responded to my invitation to our New Year’s reception by saying: “Hmm, I will think about it.” I was pleased and assumed he would attend. However, I later realized that I had misunderstood the message. Over time, I learned that when someone says, “Hmm, I will think about it,” it often means that the person will not attend. This is simply the polite and considerate Swiss way of expressing a refusal. A direct “no” may sound too harsh, so the message is softened to make it easier for the other person to accept. Again, the perspective of the other person is placed at the center. This communication style is ultimately an expression of respect—the intention is to avoid hurting someone’s feelings or confronting them unnecessarily with an uncomfortable reality.
High Reliability
The third characteristic that has stood out to me is the strong importance Swiss people place on reliability and keeping commitments. Swiss professionals value punctuality and respecting agreed schedules and objectives. They arrive on time and usually leave on time as well. If they are unable to keep a commitment for any reason, they will inform the other person as early as possible. This approach creates trust and efficiency. It shows respect for other people’s time and ensures that meetings and agreements are used as effectively as possible. Once again, mutual respect is at the heart of this behavior.
The Strength Behind These Three Characteristics
In summary, Swiss people are often reserved, considerate, and highly respectful individuals who place great importance on understanding and respecting the needs and interests of others. They generally expect the same attitude in return. These characteristics represent valuable strengths that can create significant advantages in everyday professional and personal interactions. However, like any cultural trait, they can also have disadvantages if applied too rigidly or one-sidedly. By being aware of these characteristics, people can use them effectively in different situations—for their own benefit as well as for the benefit of those around them.
What Does This Mean for International Teams?
In international teams, it is extremely valuable when people from different cultural backgrounds recognize, appreciate, and respect each other’s individual characteristics. Ideally, team members can learn from one another. This does not mean giving up one’s own authenticity or adapting completely to others. On the contrary: it means remaining true to yourself while using your own strengths to improve communication and collaboration. At the same time, it means ensuring that others are also recognized and appreciated for their own unique perspectives and qualities.
For all foreigners working or living in Switzerland, it is important to understand how their Swiss colleagues and business partners think and communicate. Rather than rigidly holding on to one’s own habits and expectations, it is beneficial to adapt flexibly to the cultural environment of the host country and embrace these differences. By observing and learning from these characteristics, international professionals can not only build stronger relationships in Switzerland but also support their own personal and professional development.
