Find clients and sell your products in Italy

Finding clients abroad is always a challenge, and business development in Italy is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.

A lot of companies that want to enter the market in Italy do this with their general sales pitch. However, if you don’t know the local regulations, pricing levels and your competition’s product, sales meetings may be difficult to conclude successfully.

How to sell your product or service in Italy?

Italy is one of the larger economies in Europe, but also a country with very different regions, ranging from rich to poor. Italy has a rich cultural heritage, with Rome being one of the oldest continuously occupied cities in Europe. The country’s official language is Italian, but there are regions where German, French, and Slovene are primarily used.

As of 2024, Italy’s population is estimated at approximately 58.78 million. The country has been experiencing a population decline since its peak in 2017, with a negative growth rate due to a higher death rate than birth rate and negative net migration.

The major urban centers include Rome, Milan, Naples, Turin, and Palermo. Italy is characterized by an uneven population density, with dense populations in the Po Valley and metropolitan areas of Naples and Rome.

Italy economic overview

Italy is known for its diverse industrial sectors, ranging from fashion and luxury goods to automotive and machinery. It’s a significant player in the European and global economy.

Italy has an economy which is divided into a developed industrial north, dominated by private companies, and a less-developed, agricultural south. The Italian economy is driven in large part by the manufacture of high-quality consumer goods produced by small and medium-sized enterprises, many of them family-owned.

Business opportunities can be found in for example:

Agrifood products: fruits, vegetables, grapes, potatoes, sugar beets, soybeans, grain, olives; beef, dairy products; fish
Industries: tourism, machinery, iron and steel, chemicals, food processing, textiles, motor vehicles, clothing, footwear, ceramics

WHAT DO YOU NEED TO KNOW ABOUT ITALIAN BUSINESS CULTURE?

Italians put a strong emphasis on building trusting relationships. This is especially important if you want to do your business in the South of Italy, where the people value close-knit ties, personal networks, and strong bonds. On the other hand, in North Italy, while the relationship is still an essential factor, it is not a must-have prerequisite during initial phases. The North manner is more business-focused and serious while the South is relaxed and personal.

Regardless where you are, a bella figura (beautiful posture) is of paramount importance. It means you need to have a proper conduct and uphold societal formalities. Being disrespectful towards your counterparts, their country, and family can seriously harm your business.

WHAT ARE NEGOTIATION TACTICS IN ITALY?

When you want to establish initial relationships, it is best to do this through a local representative.
Meetings should be scheduled two or three weeks in advance.
You should inform your counterparts about meeting attendees, the names, positions, responsibilities.
When you are late for meetings, you need to inform your counterparts.
During the negotiation process, you need to be patient to avoid conflict at all costs.
The pace of discussion is slow.
You should focus on long-term commitments and win-win solutions.

HOW MUCH IS THE CONTRACT WORTH IN ITALY?

Italian people will expect you to keep to your oral contracts. However, do note that during discussions, there may be many interim agreements, which are different from the final ones.

Who actually decides?

Business development abroad fails more often on the wrong contact than on the wrong product. Decide first whether you sell to end users, to a procurement department or through a partner: each asks for a different pitch and a different price level.

Expect to adapt three things per market. The language of your materials, your proof — local references count for more than global ones — and your price positioning against the local alternatives.

Do you need help in Italy?

Our service providers are local specialists. They know the market, the regulations and the parties that matter, and they can support you with the steps on this page.

Ask a professional

Finding your first clients in Italy in three steps

Step 1

Define the target group

Describe the companies or consumers you want to reach, the budget they have and the problem you solve for them. Skip this and every later step costs more time.

Step 2

Build a list and approach

Collect 50 to 100 relevant companies, find the person who decides, and reach out in the local language by email, LinkedIn or telephone.

Step 3

Follow up and localise

Track what you hear back and sharpen the pitch on it. Add local proof: translated pages, references from the region and a local number or partner.

Find clients and sell your products in Italy