Don’t assume things will be the same in Germany as in your existing market
Don’t confuse German directness with rudeness. At the outset, keep meeting small talk to a minimum. Don’t waste their time, either by showing up late or with blather.
A meeting invitation means you probably have something they are interested in.
Ask for the agenda in advance and come prepared with facts that back up your claims.
Irish charm only goes so far in meetings – evidence of good preparation and market research go further.
Tell them directly what you can do for them better than the competition. Ask questions about projects, budgets and timescales. Really listen to their needs. Don’t make promises you can’t keep.
Decisions take longer in Germany, with much input and consensus-seeking.
German customers are demanding on quality and service but remain loyal to reliable partners.
Speak German or have German-speaking staff and – above all – error-free (not online-translated) German language materials. As former chancellor Willy Brandt put it: “If I am selling to you, I speak your language. If I am buying, dann müssen Sie Deutsch sprechen.”
A permanent company presence in Germany, with some German staff, adds to the credibility factor and dispels fears that one might be dealing with a fly-by-night.
