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by Lesley Lyons
Between Real Housewives of New Jersey, Jersey Shore and The Sopranos, Americans should be able to learn all they need about Italian people and culture, right? Not exactly. As entertaining as these shows might be, there are probably more reliable sources of information for companies looking to “go global” in Il Bel Paese, or the “Beautiful Country.” Yet American television tends to portray one Italian quality accurately. This is the strong sense of family and relationships permeating Italian culture, which includes the world of commerce. So, every organization should keep this in mind if they’re thinking of doing business in Italy.
Strong relationships
Even today, strong relationships are at the heart of the majority of businesses in Italy. In fact, Italy has a larger percentage of small and medium-sized, family-run businesses than any other European country. Single families still control many larger companies such as Fiat and Benetton. You may nevertheless wonder, why do Americans really need to know this before entering the Italian business world?
For starters, if you’re looking to do business with an Italian company, you need to know who really makes the decisions. In many cases, the company org chart does not reflect how the company truly functions. Job titles do not always indicate one’s level of power and influence. Such factors depend more on who one knows and who keeps them informed. Therefore, in the early stages of a relationship with an Italian company, it’s critical that you discover the real decision maker. It’s not enough to simply follow the paper decision-making process.
Once you’ve recognized the benefits of the relationship-oriented approach to doing business in Italy, your American organization may wish to seriously considering opening a new company, branch or office there. Italians prefer to do business with someone they know. As such, you may find it advantageous to partner with an Italian firm or an individual in your line of business. Whether you choose an Italian partner or not, you’ll find it essential to spend time in Italy building the relationships you will need to succeed way before you open your doors.
Here are some other different business practices to keep in mind:
Leave the Agenda at Home
While American business meetings are (usually) structured and organized, meetings in Italy are typically informal. If there is an agenda, it will be extremely flexible. Everyone at the meeting will have an active role. It is not uncommon for gatherings to have frequent interruptions and side conversations or for parties to leave – and new participants to arrive – throughout the meeting.
The Louder, the Better
The Italian people have a reputation for passionate and expressive communication. They tend to be talkative, articulate, emotional and demonstrative. They use their facial expressions and hands to convey a point. While in American culture, we are taught to show restraint in the workplace, Italian culture commends visible emotion and even theatricality. When you show your emotional conviction, you’ll typically receive positive feedback. Also, many Italians use expressiveness as a key management tool and may regard reserve as a sign of disinterest rather than professionalism.
What You Say is More Important than What You Write
Italians have a clear preference for information they receive verbally from someone with whom they have a deep, trusting relationship. For them, such communications are far more important (and trustworthy) than information received in writing.
So remember, before you set course for The Beautiful Country, you would be well-advised to do the following. First, spend time in the country. Then, brush up on your relationship-building skills. Finally, keep in mind that the business culture is very different from that in America. To learn more about establishing a business, visit the Doing Business website at: http://www.doingbusiness.org/data/exploreeconomies/italy/ Also, be sure to read our next blog article, When in Rome, Do as the Romans Do. There, you’ll find a list of the Top 10 Business Etiquette Tips when in Italy.
Italian Translation Services
Perhaps you’re in the process of setting up operations in Italy or plan to reach out to business connections there. If so, there’s a good chance you’ll be needing translation services. That’s where TrueLanguage can help. Interested? Contact us for a cost-free, no-obligation quote today!
