Moscow’s business events—from high-profile trade shows like INNOPROM to exclusive industry forums—offer unparalleled opportunities to build valuable connections. However, networking in Russia requires a different approach than in Western markets. Understanding local business culture and employing the right tactics can make the difference between missed opportunities and lucrative long-term partnerships.
This guide reveals proven networking strategies to help you succeed at Moscow’s business events.
1. Pre-Event Preparation: Setting the Stage for Success
Research Attendees & Companies
- Use the event app or website to identify:
- Key speakers (often industry leaders or government officials)
- Target companies (prioritize those aligned with your goals)
- Check LinkedIn profiles of potential contacts to personalize your approach
Schedule Meetings in Advance
- Reach out 2-3 weeks before the event via:
- Email (formal, concise, with a clear purpose)
- LinkedIn (short message referencing shared interests)
- Use local platforms like VKontakte or Telegram for Russian contacts
Sample Message:
“Dear [Name], I’ll be attending [Event] and would value the opportunity to discuss [specific topic]. Would you be available for a brief meeting?”
Prepare Your “Russian-Ready” Pitch
- Keep it short and benefit-focused (Russians prefer direct communication)
- Highlight:
- What makes you unique
- Relevance to the Russian market
- Have printed materials in Russian (even basic translations help)
2. On-Site Networking Tactics That Work
Master the First Interaction
- Handshake: Firm, brief, and with steady eye contact
- Business cards: Present with both hands, Russian side up
- Small talk: Safe topics include:
- Industry trends
- Travel (if international)
- Neutral subjects like sports or cuisine
Avoid: Politics, sanctions, or comparisons with other markets
Strategic Places to Network
- Official networking sessions (often overlooked but highly effective)
- Coffee breaks (Russians frequently discuss business informally)
- Evening receptions (where relationships deepen)
The “3-Question Framework” for Productive Conversations
- “Какие проекты вас сейчас интересуют?” (“What projects are you currently working on?”)
- “С какими сложностями вы сталкиваетесь?” (“What challenges are you facing?”)
- “Как мы можем быть полезны?” (“How can we be of help?”)
This keeps discussions solution-oriented and memorable.
3. Cultural Nuances That Impact Networking Success
Hierarchy Matters
- Senior executives expect to engage with peers of equal status
- If a junior colleague accompanies a decision-maker, let them initiate
The “Two-Meeting Rule”
- First meeting = establish trust
- Second meeting = discuss business
- Expect longer relationship-building cycles than in Western markets
Gifting Etiquette
- Appropriate: High-quality branded items (e.g., premium pens) or regional specialties
- To avoid: Alcohol (unless you know the recipient well)
4. Post-Event Follow-Up: Converting Contacts to Contracts
The 24-Hour Rule
- Send personalized follow-ups within one day while you’re fresh in their memory
- Use a mix of:
- Email (for formal communication)
- WhatsApp/Telegram (for quicker responses)
Effective Follow-Up Template:
“[Name], it was a pleasure meeting you at [Event]. As we discussed, [specific reference to conversation]. I’ve attached [relevant document]. When might be a good time to continue this conversation?”
Advanced Relationship-Nurturing Tactics
- Share valuable content (e.g., market reports relevant to their needs)
- Invite them to future events (webinars, product demos)
- Connect on Russian social platforms (VKontakte, Telegram)
5. Common Networking Mistakes to Avoid
❌ Being overly casual (Russians value professionalism)
❌ Pushing for immediate deals (relationships come first)
❌ Ignoring language barriers (even basic Russian phrases earn respect)
❌ Neglecting post-event follow-up (where most opportunities are lost)
Key Takeaways
- Prepare thoroughly—research attendees and schedule meetings early
- Adapt to local customs—hierarchy and formality matter
- Follow up fast—24 hours is the golden window
- Invest in relationships—Russian business runs on trust