All cultures have their peculiarities. In Spain one the most important customs is always saying hi. Just forget to greet someone once and they'll start thinking "what a rude idiot" or "she's really stuck up." It really is that important.

I've been living in Spain for almost twenty years. My wife is Spanish, my colleagues are Spanish, my customers are Spanish and by businesses are Spanish. Over these years I think I've learned quite a bit about "being Spanish".

Many times when you're dealing with someone from another country it's easy to underestimate the importance of subtle cultural differences. Things you do without even thinking about them, may be completely distracting, or worse still, insulting to the person in front of you. That's why I want to share with you a few simple rules that will help keep you in good graces with Spanish people.

1. Always say hi. When two Spaniards meet they inevitably go through a short ritual in their greetings. Even if you're just passing by in the hallway you should let out a quick "buenos días" or "hola". Otherwise the other person may genuinely take offense.
2. Don't stretch and yawn. Spaniards think stretching and yawning in public is a sign of bad manners. Although they won't be insulted they will subconsciously write you off as "one of those brutes." If you're at the table this is especially rude.
3. If you're not sure, dress up. In Spain clothes are like cars in America. You may drive up in the smallest cheapest utilitarian car on the market, but if you're wearing fine Italian shoes or have carefully combined your outfit, they'll pay attention. On the other hand, if you show up in cut-offs or an old t-shirt it won't matter if you're driving a Rolls.
4. Don't be blunt. Spaniards are much more careful about their words than we are. Believe me, as an American I still startle people by being "overly" direct and to the point. A meeting that in the States would last 15 minutes in Spain can go easily on for more than an hour. Everyone gets there turn repeating the same conclusions that have already been agreed on. This means you'll need patience. You can't rush things or you'll be stepping on toes. Just take a big breath wait it out.
5. Sometimes they shout. Spain is a loud country. Your favorite team doesn't have to make a goal to push people's volume way up. In fact, lots of time they just talk that way! Especially when something has gone wrong, you may be shocked at the apparent rage they can display. But don't worry. The truth is it's mostly show. I've seen a manager get completely red-in-the-face shouting at an employee for all he's worth and then seen them drinking a beer together an hour and a half later. Just put on a serious face and let the storm blow over.

If you want to get into the under-exploited fast-growing Spanish market, you need to know more than just speaking Spanish. You need to understand Spanish customs, Spanish etiquette and Spanish business culture. Otherwise, you'll just be another American trying to "sell Spanish".