“Our presentation in Munich was a disaster. Because the city is a German tech center, our global head of sales had assumed that the environment would be relatively casual and that our hosts would welcome an overview of our technology. However, our enthusiastic, high-level introduction about disrupting our industry with our AI-powered analytics platform seemed to fall flat. We were met with skepticism and a blizzard of questions:
The leading client representative concluded our meeting in a rather brusque way by stating, ‘Before our next meeting, please send us your technical dossier, in both English and German, with separate sections on systems architecture and performance, data privacy, rollout timeline, and service levels. The images in your slide presentation are nice, but we do not need to see them again. We would like to have the technical information two weeks in advance so there is time to review it. And bring members of your engineering team as well so we can have a more in-depth discussion.'”
As illustrated in the scenario above, Germany is a demanding environment for sales professionals who are unfamiliar with common customer expectations. Sales efforts in Europe’s largest national economy require a logical, process-driven approach grounded in strong technical expertise. German workplaces normally feature structured communication, punctuality, consistency, and meticulous attention to detail. These workplace characteristics reflect aspects of Germany’s overall cultural profile, which is relatively certainty-oriented, favors direct communication, and begins with tasks rather than relationship-building.
Here are some related points of advice for selling to German clients:
Germans generally appreciate presentations delivered in a friendly but formal tone, with non-flashy visuals and careful use of humor. Most audiences expect polished presentation techniques. From manners to attire, it is best to present in a thoughtful and understated way, while avoiding hype or exaggeration. Bringing warmth and perhaps even a sense of irony as well can underscore a well-rounded personality.
When first meeting someone in a business context, Germans typically use surnames preceded by Mr./Herr or Mrs./Frau. They may subsequently move to a first-name basis. However, if the two parties are of significantly different status, the lower-ranking or younger person will usually wait for the higher-ranking or older person to initiate the shift in formality.
Good organization, in-depth research, and careful preparation will be taken as signs that a foreign business colleague is serious about the subject. Presenters should be well prepared with substantial background information, facts, and data. German audiences normally prefer the use of concrete examples to demonstrate the benefits of a proposal, with logical presentation regarding the advantages and disadvantages of a recommended course of action.
Without strong supporting data, a presentation quickly loses credibility and invites rigorous questioning. Successful presenters are generally familiar with all aspects of the argument, have in-depth knowledge of the topic, and are ready to field questions. Make sure you or a team member has enough background to respond to detailed questions that might arise.
Most German companies take great pride in their engineering and want to have confidence in the quality of any products they use. German sales and marketing materials typically capitalize on the print-oriented nature of the culture by offering detailed descriptions and extensive product information. A sales force that is unable to demonstrate the superiority of their product or service with substantial information and support will be greatly disadvantaged.
It is advisable to ask German clients which language they prefer in presentations and meetings, and not make assumptions about language fluency. While many Germans speak excellent English, this is not the case with everyone, and offering to provide materials in German can earn respect and help to build rapport. Having key documents translated may also prevent misunderstandings and help all team members contribute to discussions. Asking about language preferences in advance prevents having to make awkward last-minute adjustments. Allow for discussion in German among your counterparts if this appears necessary.
Remember that active, direct questioning tends to indicate interest, not necessarily disagreement.
A German audience will typically question and thoroughly analyze new ideas. Questions can be very direct, but do not necessarily indicate disagreement. In fact, questions may signal interest in investigating the proposal more fully. It is important for presenters to anticipate, prepare for, and respond effectively to questions. Presenters should avoid becoming defensive when questioned in this way.
German clients sometimes feel that foreign businesspeople talk too much without saying anything substantive, so while presenting it is best to avoid providing excessive background or wordy explanations unless more information is specifically requested. It is a good idea to allow time for discussion and debate while keeping the conversation on track toward clear outcomes.
Successful sales strategies emphasize quality, durability, and sustainability. Customers usually seek to establish long-term relationships with suppliers that offer high-quality products or services at a reasonable price, and appreciate demonstrations of environmental responsibility that align with national and EU priorities.
Providing good service may be another effective way for a company to differentiate itself from its competitors, as Germans themselves often complain about poor customer service in Germany, despite many companies’ efforts to make improvements. (Dienstleistungswüste, or “service desert,” is a term often used to convey dissatisfaction about customer service.)
Germans are recognized as tough negotiators, but they are also commonly straightforward and fair. German negotiators tend to start with reasonable positions, but when negotiating a purchase they may also show considerable tenacity in the process of exploring concessions and potential risks or benefits of a purchase. Their most common pricing strategy is to add a reasonable percentage to the estimated costs for a product or service. Because they carefully calculate costs, they can provide a well-grounded rationale for their price position and may use this to argue against concessions. As negotiations progress, foreign businesspeople should stay patient and avoid emotional reactions, responding flexibly where possible and yet standing firm on points they regard as critical for a mutually beneficial agreement.
German clients typically see themselves as the “king” in a customer/supplier relationship, especially at the start of your work together. They want to feel that you have invested time in them, and that you are ready to go the extra mile. Become familiar with their history, research news stories, carefully review their website, and learn about their values, leadership team, product lines, global offices, manufacturing sites, supplier network, and so on. This helps to assure them that you could become a serious junior partner.
As your relationship progresses, evaluate your progress on meeting targets for deliverables and discuss these evaluation results with your German clients. They will normally appreciate having an open conversation in which they can also share what improvements are needed. This is seen as a demonstration of respect and an interest in building an enduring partnership.
Decisions take time in German organizations as in many cases, consensus must be reached by executives. It is acceptable for foreign businesspeople to ask about when to expect a decision; German counterparts will usually provide a straightforward answer. If the company’s works council needs to have a say in a new partnership, extra time may be required, along with additional information and further meetings.
Your German customers are likely to want a clear and precise contract for your services, and may see vagueness or ambiguity as a red flag. Verbal agreements tend to carry less weight than written ones. Although in some European countries customers will accept a proposal and an informal agreement communicated via email, this is rarely the case in Germany. Most clients expect to have documents and contracts in place before the partnership starts, and regard this as a robust and professional approach. The contract should contain all significant terms of agreement, including any relevant details. There may be several draft versions before a final contract is signed, so the process can take time. You can generally expect your German counterparts to honor their contractual obligations, and they will also expect you to follow through on yours.
While loudness may be perceived as overconfidence, Germans do appreciate the personal element in interactions, and prefer face-to-face initial contacts when possible. They tend to like understatement, including in dress and humor, and at the same time, it is important to come across as approachable and human. The first meetings with German clients can be relatively formal, with respect for individual privacy. However, most of your German counterparts – younger clients in particular – will feel comfortable later having conversations about travel, sports, cultural events, and so on. German customers are generally task oriented, but they also appreciate long term partnerships.
____________________________________________________________________________
Contact us to discover how our learning solutions can help you succeed in global business.
Our free, interactive course, Closing Across Cultures, provides practical techniques to navigate cultural differences, earn client trust globally, and build successful, long-lasting partnerships. You’ll discover how to tailor your approach, convey value with clarity, and deliver well-structured, well-prepared presentations that inspire confidence.
