Doing business in Italy vs. the Netherlands: why building relationships comes before the substance

Dutch meeting culture is famous (and notorious): an agenda, action points, tight timings, and, above all, efficiency. In Italy, doing business works in a fundamentally different way. There, the personal relationship is not a side matter to the deal; the relationship is the deal.

Trust first, then the contract

Don't expect any decisions at a first meeting with Italian partners. The lunch that lasts two hours, during which the contract barely comes up, is not a waste of time; it is the most important phase of the negotiation. It is during this meal that your counterpart decides whether they want to do business with you, while the company comes second.

The practical differences at a glance

• Agendas are guidelines, not contracts. Showing flexibility is a sign of trust.

• Hierarchy matters: decisions are often made higher up than the person at the table. Patience is essential.

• Bella figura: smart attire, good manners and a stylish presentation carry real weight.

• Personal conversations about family, food and region are not small talk but relationship-building.

And the language?

English works perfectly well in Milan, but anyone who speaks even a few sentences of Italian will immediately notice the difference in warmth and approachability. The signal that you are investing in the relationship is worth its weight in gold in Italy. Targeted business Italian training, even if it is just a LanguageBoost to prepare for an important meeting, almost always pays for itself.