In Italy, the best business opportunities come through personal networks, not cold outreach. When an Italian firm looks for a new supplier, they ask trusted contacts for recommendations. When a supplier wants to win a new customer, their most effective strategy is getting introduced by someone the customer already trusts.
The person making the introduction is staking their own reputation, which creates a chain of accountability. This is why building network presence — attending industry events, cultivating relationships, earning introductions — is essential for anyone wanting to enter Italian markets. Cold emails and unsolicited proposals carry little weight. The recommendation of a trusted contact is by far the most powerful door-opener in Italian business.
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