European Business Etiquette: ITALY

Selling via the Internet means you may have clients, or potential clients, whose cultures you don’t understand very well. This group of articles on European Business Etiquette will give you some idea what to expect when conducting business with our European neighbours.

This article was compiled following a survey of European partners through the EU funded Leonardo da Vinci programme ‘Virtual Incubator for the Creative Industries’ (VIC) project, and reference to web sites such as www.executiveplanet.com where national executives explain their own cultures, and another EU funded Leonardo da Vinci programme project called ‘Passport to Trade BETA’ at www.businessculture.org


The information refers to business in general. Entrepreneurs in the creative industries might find some aspects (for example, dress code, and where business discussions take place) a little more relaxed in their sectors!

Introductions

How formal must first introductions be?	Formal, using status and academic titles
How long before we use first names?	Wait until invited
Does everyone shake hands?	Yes, frequently
How many kisses should I expect?	An embrace when you know them

Additional Comments

If you are unsure how to address someone, use ‘Signore’ or ‘Signora’

Meetings

Do meetings start on time?	No, but visitors should be punctual
If not, how much leeway can there be?	30 mins or more
Will the meeting have a formal chair person?	Someone will lead the discussion
Will there be a strict agenda (topics and time)?	The agenda will not be rigid
Will official minutes be taken and circulated?	Maybe

Additional Comments

1st meetings are used to develop the relationship, and mutual respect. Italians recognise hierarchy in business, and defer to power and age. Decorum is vital.

Business Communication

Are official business letters acceptable by fax?	Yes
Are official business letters acceptable by email?	Yes
How formal is the language used?	Very formal
Should I expect many phone calls?	Yes, Italians love their phones!
Should I expect video-conferences?	If they have the technology

Additional Comments

Business cards should be detailed, stating your position in your company and your academic qualifications

Dress Code

Do people wear formal dress (suits, jackets, ties) for meetings?	Yes
Can I remove my jacket during the meeting?	Yes
Will dress be formal for business dinners?	Yes

Additional Comments

Dress reflects a person’s success and business competence. Your Italian contacts will dress formally, stylishly, and be impeccably turned-out.

Women are elegant, always wear make-up, and enjoy using accessories. Hair will also be well-groomed.

Negotiating

Are the most important decisions made in a meeting?	Not necessarily
Do negotiations take place during lunch?	Yes, and lunch can last up to 3hrs
Do negotiations take place during dinner?	No
Will there be small talk before negotiations?	Yes
Are negotiations held back until a social rapport is established?	Yes, rapport is vital

Additional Comments

Decisions are made by the top executive, and can take a while to reach, so be patient.

Italians appreciate logical planning. Wordy, demonstrative discussions are likely as they consider each point.

Printed promotional materials and your presentation must be professional.

Gifts

Are gifts expected on the first meeting?	Not unless you receive one
If so, what type?	Something expensive, preferably with a brand name
Are gifts expected at dinner?	A token from your home region, a pen or book
Is there any gift that would be inappropriate?	Anything sharp

Additional Comments

Gifts are expected at soc events. Expensive chocolates are welcome, as are fresh flowers. If you offer flowers, don’t give odd numbers, chrysanthemums or red roses

Food and Drinks

Is hospitality generally offered?	Always, and can be on a grand scale
Does refusal cause offence?	Yes
If so, in a restaurant or at home?	Restaurant dinners are important
Does it generally involve a lot of alcohol?	Yes, but sip the wine
What’s the word for "Cheers”	‘Salute’, or the informal ‘chin chin’

Additional Comments

Inviter pays for dinner, but it’s best to offer. If you are inviting them, arrange to pay in advance. This is especially important for business women, as their male guests will insist on paying.

When invited for day time’ expressos’, take rapid sips .This shared activity is often seen to seal relationships.

Don’t use a spoon with pasta, only a fork against the side of your bowl.

Social Etiquette

Do people leave plenty of personal space, or stand close together?	Close
Would a casual touch to the arm be offensive?	Not at all

Social Taboos (What topics or activities should be avoided?)

In a social event there will be very few silent moments!

Good topics for conversation are art, films, architecture, Italian food & wine.

Avoid religion especially the Vatican, politics, taxes, the Mafia, and any war

Don’t ask a dignitary a difficult, direct question in public

Gestures (What are they and what do they mean?)

Italians use many gestures, almost as a code of conversation. Don’t be surprised to hear their voices raised and arms flailing. They are demonstrative people, who show excitement and enthusiasm readily.

Manners (What would cause offence?)

Direct eye contact is expected. Lack of it signifies disinterest in the topic or speaker.

A hand on the stomach suggests dislike, generally of a person.

Pointing a finger, or putting your thumb to your nose will both be interpreted as insults.

Italians don’t have concept of queuing – fight your way!