When I lived in the UK, I often heard a judgement about French businesses, restaurants or commerce that the customer service is rude and unhelpful.

It is true to say that phrases such as “I’m afraid we don’t…” or “I am really sorry, but” are not really part of the French language. The excessive use of sorry, please and thank-you is unnatural. We simply follow other codes to express the same tone and message. (Hint: try to start your conversation in a bar or a café in Paris with a “Bonjour” instead of “Excuse me” and see the difference.) There are actually business coaches in France who actively discourage salespeople from starting a pitch with a “thank you for receiving me today”, because, they argue, this puts them in a position of inferiority. And this is in a country where selling in just one meeting with a prospective client is notoriously difficult! You don’t want to look like you are asking a favour when you want to affirm yourself as a potential business partner. When you sell, you actually solve somebody’s problem, so who should thank whom in the end?

Here is what the French professionals say

For the past year, I have been teaching business English to many professionals in Normandy. They are all business owners or sales staff, with many years of successful careers in industry, retail or e-commerce under their belts. Some already work with international clients or suppliers, e.g. in Germany or Italy. They are all stunned when I show them British or American business writing or play telephone conversations. Their typical reaction is: “Why do I have to thank people at the start AND at the end of the letter (conversation)? I have already done it!”

Yep, you got it: helpful, but proud.

Less is more

So, do we not thank people for their business, or for queries or enquiries?

Yes, we do, but… whilst we would say it once, it’s not going to happen more than that in a phone call or a letter. In France, we serve customers for sure, but we do not grovel.

If you complain to a French company, do not expect a response starting with “Dear Mrs Dubois, thank you for your letter about your compensation claim”. A customer is being difficult? We respond to their query or complaint, but we do not thank them for being a pain in the backside.

Status vs. money

The priorities are somewhat different. In the so-called Anglo-Saxon countries, the customer is the king. Not so much in France. Status and dignity are more important than money. A professional you do business with (or a Parisian waiter, for that matter!) wants to be treated as an individual in an equal-playing field, not like a serf. Salespeople will not bend over backwards to you to get a sale.

High vs. low context culture

The French culture is also more “high context” than say, British or American. The meaning is more understated. We don’t tend to repeat information or summarise action points at the end of a business meeting. The cues in communication tend to be more implicit (the famous sous-entendus). If you repeat the same information or recap constantly, you may run a risk of offending your audience. They may think that you patronise them, or worse: that you don’t trust them.

The other meaning of “thank you”

If you have ever travelled around France, have you noticed how often in French we say “thank you” where an English speaker would say “please”?  It makes an instruction sound more assertive. So, where an English sign would say “Please do not park here”, in French it will say “Merci de ne pas stationner”. The same rule applies in business writing. An English email would say: “Please confirm your availability.” In French, we thank instead: “Merci de confirmer”. “Thank you” is an assertive “please”. 

(Here comes a side note, but I can’t help it: You can see in France poor, but alas frequent translations like this one: “Thank you for not parking here”. I have seen many of these in Normandy and even in a well-known museum in Paris😮. It is high time that tourist boards or local authorities stopped using machine translation for tourist information, but that is another topic altogether. Rant over.)

Working in multicultural contexts

I must say that even after 22 years of living in an English-speaking country I have remained French in many ways. My translation business coach, Jenae Spry, invariably starts every webinar or Q&A session with: “Thank you guys so much for hanging out with me, I know you guys are so busy”. And every time I cannot help thinking: “Why are you thanking me again? I am paying you for this service, so of course, I am tuning in!” 😊

Straightaway though, my little culture-awareness voice answers: “Yes, but she is American, and this is the way she manages business communication with her clients. She sells me a coaching service and she thanks me for the business”.

If like me, you like the topic of cultural differences, I highly recommend the fabulous book by Erin Meyer: “The Culture Map” ( https://www.erinmeyer.com/book ). That map is very complex, but the most important lesson I have learned from her book is this: try to put yourself in other people’s shoes and understand their perspective. What may seem rude or cold in one culture may be a sign of respect and self-respect in the other.