Doing Business in Italy

Italians won't forget the infamous 'Schweppes Tonic Water' campaign which was translated in Italy as 'Schweppes Toilet Water'. If you don't want to be misinterpreted when you go there, you shouldn't tap your forehead with your finger while looking at someone (otherwise you will be saying 'Hey, you are stupid!')

Communication and behaviour - Italy

• You will always be introduced to older people and women first and it's a good idea to do the same when introducing yourself.
• In introductions and departures, shake hands individually with everyone in a group.
• The American "group wave" won't be appreciated.
• It is polite to say "buongiorno" (good morning) and "buonasera" (good afternoon / evening).
• Italians won't hesitate to greet people they know with a warm embrace.
• While expansive gestures are common among Italians, they won't expect a foreigner to do the same.
• Don't be surprised if your Italian counterparts stand much closer to you than you expect.
• Queue-jumping is not a 'crime' in Italy.
• Eye contact should be direct. This is the way Italians show their interest.
• Placing the hand on the midriff means dislike, usually for another person.
• Rubbing the chin with the fingertips is a gesture of contempt.
• Slapping one's raised arm above the elbow and thumbing the nose are both considered extremely offensive gestures.
• Chewing gum, leaning and slouching are unacceptable in public.
• It is rare to see Italian businesspeople eating as they walk along the streets.
• Eating an ice cream is the only exception to this.
• Hospitality plays a key role in Italian business culture, and usually involves a restaurant dinner. Refusing an invitation of any kind is an insult.
• Business is often conducted over a long lunch, which can last up to three hours.
• When eating, avoid mopping up any olive oil or sauce on your plate with your bread.
• For restaurants and taxis, a tip of 10% will be sufficient.
• It is considered gauche to leave the table to go to the toilet or for any other reason.
• Italian culture is a popular theme of conversation.
• The Vatican and its policies, World War II, the Mafia and negative comments about the local football team are to be avoided.
• Gifts are expected for social events. Your offer should be a prestigious brand name that is at the same time small and not obviously expensive.
• Large businesses usually work from 8.30 /9.00am until 6.00/6.30pm Monday to Friday with an hour or two for lunch.
• Punctuality is not a priority. Be prepared to wait 15 to 45 minutes before your Italian counterpart appears or lets you into the office.
• Familiarity is very important in Italian business culture.
• Ensure that you find a well-connected person who can establish the right introductions on your behalf.
• Dressing is a big priority amongst Italians.
• Your attire will be perceived as a reflection of your social standing and relative success, as well as your competence as an entrepreneur.
• Most Italians won't speak English well, so you will probably need an interpreter in business situations. 
• Exchanging business cards is common and you should have yours translated into Italian on the reverse.
• Ensure that any advanced educational degrees and your full title are featured on both sides of your business card.
• For Italians, the eyes do eat, so ensure all handouts are aesthetically pleasing. Appearance is frequently considered more important than what is inside.
• A belief in status and hierarchy is essential in all aspects of Italian society. There is also tremendous respect for power and age.
• Italian executives tend to be guided by gut feelings. Ensure that they like and trust you.
• Decisions are slow, usually taking several months to a year. Putting pressure on the decision-making process will break the Italian business protocol.
• You are expected to say "Signore" (Mr.) or "Signora" (Mrs.), plus the surname, when introduced to Italian executives.