Doing Business In Argentina

As in many countries, personal relationships are fundamental when doing business in
Argentina. Success requires taking the time to develop a close personal relationship with
the representative, agent, or distributor. Marketing U.S. products and services in
Argentina requires a higher level of research, preparation, and involvement than
marketing products domestically.
U.S. firms handicap themselves if their company’s product literature labels, manuals,
and other written materials are not distributed in Spanish. When preparing Spanishlanguage
materials, care should be taken to ensure the meaning is consistent for all
Spanish-speaking markets in which they will be used. For example, Argentine Spanish
differs from Mexican or Chilean Spanish. Unintended -and sometimes embarrassingmeanings
therefore result when a translator is not familiar with variations in the language
from market to market. Always use a professional translator, and if possible, have a
native Argentine speaker, such as your agent or distributor, review any materials before
using them in the Argentine market. Any official document to be presented before the
Argentine government authorities that is not in Spanish requires attachment of an official
translation into Spanish by a Sworn Public Translator (Traductor Publico), as well as
certification by the Translators Association.
Due to payment chain problems and virtual lack of credit as a result of the economic
meltdown of 2002, price and financing terms have become more important selling
factors than marketing. Purchases are concentrated in simple or critically needed
products with a minimum marketing component.
However, Argentine end users, who have become much more demanding and
knowledgeable during the past open-import decade, will still look for a balance between
price, quality, and after-sales service.
Some practical tips to successfully approach Argentine consumers are the following:
3/4/2008
Appoint a representative or distributor
Have Spanish language capacity in firm
Furnish materials in Spanish
Have a long-term outlook
Personalize your approach
Be consistent in attention to service and delivery
Provide fair credit terms
Dot your I's and cross your T's (i.e., consult as appropriate with lawyers and
accountants)
Protect your trademarks
Do not take no for an answer/ frequent visits and follow-ups
Many fax numbers are both voice and fax lines. When sending a fax to Argentina be
prepared to say: "Linea de fax, por favor", when hearing an inquiring voice answering
the call.
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