When it comes to meetings, greetings and etiquette, every culture is different. Here are some basic guidelines to follow when doing business in Europe.

Europe is home to over 700 million consumers, most of whom are relatively affluent, and the headquarters of many huge corporations such as Nestle, Royal Dutch Shell, Siemens, HSBC and Unilever. As economies in the region revive, you may well find yourself doing business there. Here's what you need to know in order to make a favourable impression with potential customers and partners. 

Be punctual (even if your host isn’t)

In Italy, business meetings tend to start late but you’ll still be expected to arrive on time. Most professionals in France are given a 10-minute grace period, but it will make a good first impression if you are the first person to arrive. In the United Kingdom, you should always try to arrive at the meeting a few minutes before the scheduled start time.

Greetings

Handshakes are standard business greetings throughout Europe and are exchanged before and after every meeting. Remember to maintain eye contact and that a firm handshake is customary between men but a gentler one is often used with women. In Italy and France, men may kiss female business associates on the cheek but this is only if they are familiar with one another - otherwise a handshake is sufficient.

Always use a person's title and avoid addressing them by their first name until invited to do so. Be aware that Europeans do not present business cards with both hands or consider exchanging cards as an important ritual.

Communication

English is spoken in most European countries, and if you're meeting a young professional their English will likely be to a high standard. Knowing a few greetings in the language of the person you're meeting will make a favourable impression but is not essential.

Dining and entertainment

A European won’t usually invite you to a business breakfast, but being invited to lunch or dinner is common. Talking business during lunch is the norm in most European countries, but if you are in Italy, Greece or the Czech Republic do not discuss business unless your host initiates the conversation. Alcohol is normally served with meals - it is offensive to refuse, but do drink conservatively. A dinner invitation is a sign of esteem in Europe and it's considered impolite to refuse. Business talk is usually avoided during dinner but may be broached towards the end of the meal, often while dessert and/or coffee is being served.

Gifts

Apart from the UK, bringing the host a small gift is appropriate if you're invited to someone's home for dinner. If you are dining at a home in The Netherlands, France or Belgium, bringing a bottle of wine can be considered offensive as it implies your host has a deficient wine cellar.

Europe is a culturally diverse place, but if you use your common sense and always err on the side of courteous formality then you should find your interactions with the locals go smoothly, maximising the chance of a mutually beneficial business arrangement being entered into.