While Thai customs may seem very conservative to some westerners, Thai people are generally very relaxed and easy-going and will rarely take offence if a foreigner fails to follow Thai etiquette. However, you should be aware of some simple customs and try to avoid certain comments or actions.
Due to the difficulty of traveling around large Thai cities, many foreign executives tend to schedule no more than two meetings per day. Traffic in Bangkok is so bad that many Thai business people conduct meetings from their cars via cell phones, laptops and fax machines.
If you wish to avoid the Bangkok gridlock, you can always commute by boat.
Thailand is predominantly Buddhist, except in some parts of the south where many people are Muslim. Most Buddhist holidays are in April and May and most business people go on vacation during these months. Therefore, the best time to do business in Thailand is between November and March.
Thais do not traditionally shake hands. The correct form of greeting is the wai, which is performed by placing the palms of the hands together, raising them to the face with the fingertips at eye level and inclining the head slightly. There is great formality in the wai and the level at which the hands are placed have a great significance. Foreign business people are not expected to initiate a wai or even return it – a simple smile and a nod of acknowledgement is acceptable, but it may be appropriate to return a wai when you are a little more familiar with the tradition.
Thai people prefer to build personal relationships before discussing business. Very often, issues will need to be repeatedly discussed and at many different levels before any decisions are made. Therefore, it will be likely that several meetings will take place before anything gets started. Initial meetings will always take place over lunch or drinks and entertainment is part of developing business relationships. Thai people generally value enjoyment (kwam sanuk).
Thai people laugh very easily and a foreigner can minimize his errors or embarrassment through laughter. If somebody starts laughing without any apparent reason, it is best to change the subject. He or she is probably embarrassed.
Body language is important in Thai communication and respect and politeness should always be shown. Being receptive to subtle body language and indirect replies will help to avoid confusion and misunderstandings.
Appointments for meetings should be made well in advance. It is a good idea to confirm the details of the meeting the day before the arranged day. By arriving on time, you are showing respect and foreigners and Thai people are all expected to arrive on time.
A business card should be offered with the right hand. Take time to read the card and make a polite comment about it.
Appearance is very important to Thai people. Business dress code in Thailand is conservative. Men should wear dark suits, white shirts and a tie. Women should wear plain conservative dresses or suits