The gratitude factor: why the Portuguese really value your effort to speak their language

The Iberian imbalance

It is a common scenario: a Spanish entrepreneur and a Portuguese entrepreneur sit down at the table. What is the language of the conversation? Nine times out of ten, it is Spanish. In Portugal, we have grown up accustomed to consuming Spanish culture, understanding our neighbour, and making the effort to speak "Portuñol" to facilitate business.

But what happens when the roles are reversed?

1. The power of effort: from "neighbour" to "trusted partner"

The Portuguese are, by nature, very grateful people. When a foreigner, and especially a Spaniard, makes the effort to say more than a simple "obrigado", the barrier drops immediately.

Speaking Portuguese is not just about conveying information: it is a gesture of cultural deference. By speaking the other person's language, you are saying: "I respect your market, your culture, and I do not take it for granted that you must understand me."

2. The competitive advantage: where others fail, you stand out

If all your Spanish competitors arrive in Lisbon or Porto expecting the Portuguese to speak Spanish, the fact that you present your proposal or conduct a meeting in Portuguese puts you on another level. This strategic choice brings clear benefits:

• Instant empathy: an emotional bond is created that "standard" Spanish cannot achieve;

• Differentiation: in a globalised market, the decisive factor is the human relationship, and language is the foundation of that connection.

  
  

3. Double the merit: the value of learning from a distance

If learning Portuguese while living in Portugal is already valued, learning the language without even living in the country is seen as a sign of extreme professionalism and commercial vision.

For a Portuguese partner, seeing that an executive in Madrid, Barcelona, or Valencia has invested time in studying our language through Glorick, demonstrates a commitment to the market that goes far beyond a simple transaction: it is proof of long-term investment and respect for the partner's identity.

Conclusion: do not be just another Spaniard speaking "Portuñol"

In Portugal, we often say that "with Spanish we understand each other", but it is with Portuguese that we close business deals with soul. If you want to conquer the neighbouring market, do not wait for them to speak your language. Surprise them. The return on this investment will not only come in contracts but in a loyalty that is hard to break.