A short guide to deciphering this widely practised cultural norm in Africa.
Say you’ve received an initial interest in business in Africa. You’ve probably checked all your v’s, sent in the comprehensive proposal, set the preparatory meetings and have waited and waited for some type of go-ahead, something that implores a willingness to move forward, and you get…SILENCE…Perhaps you are working on a deadline and it draws closer and closer with no movement in sight, because although you are operating according to some Western standards of business you fail to consider that you are entering into a different space on a different continent.
Or perhaps you’ve flown into the continent for a meeting with your seemingly potential partners and you’ve been kept waiting and waiting for what seems like hours on end, constantly thinking to yourself has my host forgotten about me?
Let me introduce you to something generally accepted as ‘African time’
What is ‘African Time’ and Why Does It Matter?
‘African time’ refers to a flexible approach to time management common in many African cultures. It’s crucial to recognize that ‘African Time’ is not a blanket statement about all Africans.
‘African time’ can be a source of frustration for Western business partners accustomed to stricter schedules. However, recognizing and adapting to this cultural difference is essential for building trust and fostering successful partnerships.
Here are five tips to help you navigate engagements when faced with ‘African Time’:
- Full Understanding: Research and understand the concept fully. Your team should delve into the cultural aspects of the country your client/partner belongs to, including their approach to time.
- Avoid Taking Offense: Taking offence is counterproductive. Instead, approach the situation with patience and an understanding that this cultural difference is not a personal affront.
- Allocate Ample Time: Plan with flexibility in mind. Provide yourself with extra time for task completion, breaking up tasks into smaller, manageable segments to encourage a smooth workflow between both parties.
- Gentle Reminders: Leverage modern communication channels like email or WhatsApp for polite reminders. In today’s business world, platforms like WhatsApp are embraced as credible channels for professional communication.
- Flexibility and Respect: Be flexible and innovative. Acknowledge that both parties aim for the success of the partnership. Demonstrating flexibility and respect for your counterparts can significantly enhance the overall interaction.
By incorporating these tips into your business consulting approach, you can navigate cultural differences around time management and build successful partnerships in Africa. Remember, success lies in fostering mutual respect, clear communication, and flexibility.
ShareLovv International is strategically placed to assist Nations of Africa realize their full potential.
