A U.S. salesman is in Spain negotiating a contract with a Spanish company. He has expressed to his Spanish colleagues an interest in attending a bullfight, so they invite him to one. As the first bull is released, the salesman jokingly says, “So who’s going to win? I’ll put my money on the bull.” The Spaniards remained silent. The salesman felt very uncomfortable during the rest of the bullfight.

Explain the salesman’s faux pas and the negative effects it may have on his progress. If the salesman had taken time to research bullfighting, how might he have better handled the situation?