Considered by some authors as 'Central and Eastern Europe's best-kept secret', Bulgaria is simultaneously an old and a new country. 'Old' Bulgaria dates back to 681, the founding year of the so-called First Bulgarian Kingdom, which was incorporated into Byzantium in 1019, and the Second Bulgarian Kingdom, which was swallowed up in 1396 by the Turks, who dominated the country for the next five hundred years—longer than any other Balkan nation—isolating Bulgaria from cultural and commercial contact with the rest of Europe. 'New' Bulgaria dates from 1878, when it freed itself from the Ottoman yoke, only to fall, less than a century later, into the hands of the most pro-Soviet of the communist regimes born after World War II.
This entire ordeal has shaped not only the economy and politics of modern Bulgaria, but also its attitude toward the rest of the world, especially toward its Greek neighbors—with whom it has a historical dispute over Thrace and Macedonia—as well as its Turkish, Russian, and Balkan neighbors. And, of course, its very character. This abrupt historical experience has made Bulgarians a suspicious and cautious people toward strangers, yet hospitable; focused on survival and short-term gains, having learned to distrust the future; fatalistic, resigned, and even negative—"we can't do it," "this won't work here." Former Bulgarian Prime Minister Dimitrov diagnosed the situation as one of "a passive feeling of utter helplessness and powerlessness." This feeling of powerlessness and low self-esteem often gives way to a sense of social collapse and a national inferiority complex.
On the positive side, Bulgarians have been described as hardworking, sober, disciplined, practical, calm, determined, and better organizers than their Balkan neighbors. Cautious and deliberate, they are taking their post-communist reforms at a deliberately slow pace, to the point that the Washington Post has described the Bulgarian transition as "slow-motion shock therapy." But Bulgarians also have a reputation for being methodical and persistent to the point of obstinacy—"a Bulgarian can chase a hare with an oxcart and catch it," goes a local saying. Finally, proud of their historical achievements, they claim to be the cradle of Slavic culture.
The first encounter. Somewhat reserved at first, Bulgarians are friendly once the ice is broken. However, don't be surprised if, despite this, they seem hesitant to accept your proposals, evasive in their answers and opinions, and closed off when it comes to providing information. Nevertheless, and as a balancing factor, education and culture are highly valued. This leads Bulgarians to display a remarkable intellectual curiosity about almost everything.
Courteous, they avoid taking the initiative when doing business with strangers, preferring to be introduced by a trusted intermediary. It goes without saying, therefore, that representatives, mentors, and the like are of paramount importance. Also, keep in mind that oral communication is preferred over written: when faced with the choice of communicating with your Bulgarian counterpart via email or phone call, opt for the phone whenever possible.
Bulgarians have been described as a Slavic people with southern ways. And this is certainly true in their nonverbal communication: conversational distances are close, and emotional displays are abundant and rich, including facial expressions, hand and arm gestures, and a raised voice. Their communication style is often indirect, and they tend to avoid conflict and seek common ground. This attitude makes them quite tolerant of foreigners and fosters a smooth work environment.
Finally, hospitality is important. Before getting down to business, there will be some light conversation during which you'll likely be served coffee and spirits—rakiya or vodka. Be careful, because every time you empty your glass, they'll refill it.
Negotiation. The first step in any negotiation must always be to establish a good personal relationship with your counterpart. In Bulgaria, business has a strong "chemical" component that requires time, dedication, and frequent face-to-face meetings—something fundamental—to the point that without trust and a fluid relationship, contracts, agreements, etc., will be worthless.
Having observed this premise, be aware that Bulgarians are skilled at beating around the bush, and may go round and round on a specific point to arrive at a conclusion that has little or nothing to do with the initial premise. Likewise, when discussing prices and conditions, they often employ delaying tactics designed to test your patience and manners, gauge the firmness of your position, and reveal your true professional and personal character.
True to their indirect style, they will avoid openly rejecting proposals, conditions, etc. that do not satisfy them, so it is difficult to know their true position on specific points and stages of the negotiation.
Those most experienced in these matters usually advise, in short, flexibility, perseverance, and patience—decision-making is often slow, especially if public bodies are involved—the right contacts, and a good personal relationship with our Bulgarian counterpart. Vsichko hubavo! (I wish you all the best!)
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