🇦🇲 Armenia at a Glance
Armenia is markedly more hierarchical than the US. Always address the senior person first.
Hofstede scores are Caucasus / post-Soviet cluster estimates — Armenia is NOT in the official Hofstede Insights dataset. Use as directional only and flag in deck output.
The 3 Moves That Lose Deals
Specific to Armenia · Sales negotiation
Communication Style
Warm but formally hierarchical. Direct disagreement with a senior counterpart in the room is unusual; concerns surface in side conversations or follow-ups.
Steep; the senior person frames the discussion and signs off. Coffee is always offered — accepting is a sign of respect.
Punctuality expected from visitors and increasingly from locals (especially in tech). Plan 2–3 in-person visits for large deals.
Trust-Building Timeline
Diaspora referrals (Armenian-American, Armenian-French) often shorten paths materially. Tech deals run 6–12 weeks; state-adjacent contracts 4–8 months.
What signals trust
- Following through on small commitments faster than promised.
- Bringing data and a clear point of view to every meeting.
- Speaking measured, accurate words. Local audiences detect overpromising.
What destroys trust
- Switching contacts mid-deal without a warm introduction.
- Promising executive sponsorship that does not show up.
Face-saving: The Armenian Genocide (1915) is a defining national trauma — treat any mention with deep gravity. Do not raise Nagorno-Karabakh or Azerbaijan/Turkey relations casually.
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