In Russia, there is less separation between business relationship and personal relationships.  Business partners should be prepared
to bring gifts to Russian clients and partners.  Russians tend to host small, intimate parties rather than large, corporate events.
The ballet, opera and symphony are high on the list of cultural things to do.  Americans are expected to reciprocate toasts.
Another Russian social tradition involves going to the baths, or banya.

When it comes to entertaining Russian partners and clients, the goal is to make it (and take it) personal.
"In the Russian culture, there is less separation between business relationships and personal relationships," says Leonid Fridman,
director of Russian Interpreters Co-op, in Cambridge, MA, which provides interpreters for American corporations and diplomats.
Generally speaking, many Russians perceive Westerners - Americans in particular - to be less personal and more rational, with a
strong focus on making money, Fridman says. Russians tend to look for partners with whom they can have a warm relationship, he says.
"Russians value personal contacts much more than most people," adds Inna Kassatkina, director of The Russian Word, Inc., in Irvine,
CA. Therefore, positive social experiences with Russian counterparts can help develop these all-important relationships.
Go bearing gifts
Be prepared to bring presents when you visit your Russian clients and partners. "Gift giving is very important," Fridman says.
"Always come with presents, especially for family members of your partners or clients. You have absolutely no business coming back
to Russia without gifts. Nothing can help you build relationships better." Gift-giving helps forge those personal connections.
Some business gift ideas include souvenirs and trinkets from your home city. T-shirts, baseball hats and other items with your
company's logo also make thoughtful gifts, as do books.
"Be observant and know what your partner or his spouse likes," Fridman says. For example, if your partners are big fans of a certain
singer or group, bring the artist's latest CD. "That kind of attentiveness could go a very long way," Fridman points out. It will
indicate to your Russian partner that you're serious about your relationship. "They're not just someone you're making money from,"
he says.
Blue jeans and Western clothing are not really appropriate gifts anymore -they are no longer the hot commodities they once were
perceived to be, says Kassatkina, whose company specializes in Russian and Ukrainian language services. Unlike the past, when
Western merchandise was hard to come by, Russians now have fairly good access to products from all over the world. "You can't really
surprise Russians anymore with American gifts," Kassatkina says. The key is to find the right gift with a personal touch, even if
it's just a token.
Home entertainment
"If you're invited to their home, it's a sign that you've developed some level of trust with them," Kassatkina says. "They've opened
their heart and home to you." In general, she says, Russians tend to host smaller, more intimate parties rather than large,
corporate events.
"When you go to a Russian home, never ever come empty-handed," Fridman insists. "At the very least, a bouquet of flowers for the
wife and maybe a present for the house, like a decoration."
Kassatkina also recommends bringing flowers or wine when visiting a home - but make sure you count your flowers before you go. "In
Russia, an even number of flowers is for a funeral, an odd number is for all other festivities," she says. It's an old tradition,
but one that's still observed today. When Russians travel, they in turn will expect to visit your home.
"It is a major insult if the Russians came to your hometown and you and your spouse did not have them over," Fridman says. "That's
no good. It is very important, if at all possible, to invite Russian partners to your home."
"Taking them out to a restaurant is fine, it's great," he explains. "But if you don't invite them to your own home to meet your
spouse, then you're sending the message that they're only good enough to do business with. To make them feel that 'my home is your
home' is very important."
Often just taking them out could be perceived as throwing money at them, Fridman says. And going to a restaurant is not usually as
intimate an event as visiting a partner's home.
On the town
If you're taking partners or clients out in Russia, the ballet, opera and symphony are all pretty high on the list of cultural
things to do. Take the time to find out what your guests' favorite spots are. "You may want to take aside someone from the Russian
party and ask for suggestions on what the group would like to do," Fridman says.
Once you've decided where you're going, the next question is: What do you wear? "It's still better to err on the side of being more
formal," Fridman says. "In general, Americans tend to be more casual. Russians tend to dress up to go to the theater or opera."
Follow the lead of your hosts.
Toasting
With Russians in a social setting, you're bound to encounter the sport of making toasts. "Every several minutes there has to be a
toast," Fridman says. During a meal, the Russians will start the toasts, but Americans should realize they're expected to
reciprocate. "[Russians] are happy to forgive you if your toast is bland, but they are not happy to forgive if you sit there like a
dead duck and not reciprocate the toast," he explains.
And try to add a little flair when you join in. "Your toast has to be more than just, 'Cheers,"' Kassatkina adds. Toasts should be
more than only a few words and should mean something to everyone around the table. Traditional toast topics include toasting to
women or to the success of the business venture.
Whether or not you are a card-carrying member of Toastmasters, you probably want to brush up on your toastmaking skills before you
will be entertaining Russians. If you need some material, consider buying a book to enhance your toast repertoire.
You may also want to practice a few Russians phrases to say toast-time or whenever socially appropriate. Your efforts will be
encouraged and appreciated. "Na zdorvya" (Nah-zda-roe-vee-ah, meaning "to your health") is a solid standby and is usually said at
the end of every toast.
"Spasiba" (Spa-see-bah, meaning "thank you"), "zdrastvuite" (Zdra-stvoojteh, meaning "hello") and "do svidanya" (da-svee-da-njah,
meaning "goodbye") are the useful staple phrases to know.
Drinking
"If you don't drink, that's not an excuse not to toast," Fridman clarifies. "If you don't drink, don't drink, but at least bring the
glass of vodka to your lips when someone makes a toast."
Russians can
understand that you don't drink, but not that you don't want to participate in the toasts. Make the effort.
Splish, splash, going to the banya
Another Russian social tradition you may encounter involves going to the baths, or banya.
Fridman tells one story of a group of American nuclear specialists who were visiting a Russian enterprise in Yekaterinburg. When the
Americans were invited to accompany the Russians to the banya they were a little taken aback. The prospect of taking all their
clothes off and sitting together with 20 Russians in sauna-like conditions was quite intimidating. Although the Americans were very
uncomfortable, they followed their hosts, and the Russians were incredibly impressed.
"After that, the progress made on the negotiations was major; the pace increased ten-fold," Fridman says. Suddenly the big boss
showed up. His absence had been holding things up.
"The message sent was 'these guys mean business."' he says. Making that kind of impression can be invaluable.
Entertainment, American-style
If you are serving as host in the United States, and you've already invited your guests to your home, there are plenty of other
entertainment options. Taking your Russian visitors to an NBA game could prove to be the ultimate.
"It would be an incredibly big plus," Fridman says. Any professional sporting event could be a crowd-pleaser, but professional
basketball is probably a top choice. "Many Russians view basketball and Michael Jordan as the highest form of American culture," he
adds.
(Illustration Omitted)
Other uniquely "American" places like Disney World, the beach or a huge movie theater with digital sound are good entertainment
destinations for those who haven't experienced them yet. But be careful not to assume that this is new territory for all your
Russian guests. As Kassatkina points out, many Russian business people are well traveled and have already done the theme-park thing.
Be open to their suggestions.
Extra help in your corner
Fridman suggests hiring a bicultural interpreter, not just an interpreter who speaks both languages, but one who understands both
cultures: someone who can be your social guide.
"You want someone who can whisper in your ear, 'It's your turn to make a toast now,"' Fridman says. "Someone who can easily swim in
both waters, both cultures." But don't forget to keep your own social radar turned on.
"Take the clue from your partners," Fridman says. "Keep your eyes open." Observing the situation closely and reacting accordingly
can take you further than any "tips" you think you know or have read about Russian culture.
Paul Kharmats, interpretation manager for Tech Trans International in Houston, recalls one story of an American guest who assumed he
had a foothold on Russian culture and ended up causing an embarrassing situation for himself.
The American had read an account that it was customary to remove your shoes when entering a Russian home. Unfortunately, for him, it
was an old tradition, and one not practiced in the particular home he was visiting. Needless to say, he was the only one who took
his shoes off, and consequently, felt quite uncomfortable as the only one padding around in stocking feet.
Just one footnote on the incident: Take care to follow the cues of your hosts. But if an embarrassing situation does arise, don't
sweat any unintentional faux pas too much.
"Russians are very forgiving," Kassatkina assures. "They'll probably just make a joke about it and laugh it out."
Sidebar:
HOW TO FIGHT OVER THE CHECK
Sidebar:
"In Russia there's an underlying assumption that because you're American, you're filthy rich," says Leonid Fridman, director of
Russian Interpreters Co-op, in Cambridge, MA. "You can provide your 1040 forms and it wouldn't matter."
Because of this assumption, Russians will feel slighted if you do not spend money on them - it sends the message that you don't want to, he says. You don't have to go over the top, but be aware that
they are probably expecting you to spend something.
"It's better to take them to a really expensive restaurant once than to a cheap restaurant twice," he says If the line between host
and guest is not clear, be prepared to offer to pay and possibly play the refusal game.
Fridman offers this scenario: The check comes, yo offer to pay, your Russian companion refuses your offer and the exchange ends
there. You've committed a faux pas. You need to be convincing that you meant your offer. You should go through the game of offering
to pay and being refused several times.
But often, when you're the guest, Russians will want to treat you.

RUSSIANS PREFER GENTLEMEN
"Russian men are better gentlemen than American men," says Inna Kassatkina, director of The Russian Word, Inc., in Irvine, CA. While
social change and sexual politics in the workplace have made chivalry
quite old fashioned in America, traditional gentlemanly behavior is still prominent in
Russia. Opening a door for a woman or offering a hand is usually considered appropriate. Such gestures will make a positive
impression. "Russian women will think you're very polite," Kassatkina says.
Author Affiliation:
Jenny E. Beeh is editor of Business Russia magazine, Chicago, IL She is also owner and partner at Big Picture Media. She has a BSJ
and MSJ from Northwestern University's Medill School of Journalism, Evanston, IL