Find clients and develop your business in Germany

Grow your international sales

Finding clients abroad is always a challenge, and business development in Germany is not different. You need the right contacts and once you reach the decision maker, you need the right sales pitch.
Alliance experts has local people in the country who know the market and the business culture. We find and approach the right organisations for you. Our continuous presence in Germany ensures trust and prompt follow-up.
International business development
Clients supported
50 +
Flights saved
1
Countries
0 +
Generated on turnover
$ 0 M

How to sell your product or service in Germany?

Germany is one of the largest markets of Europe, but also a conservative one and difficult to penetrate from abroad.

As of 2024, Germany’s population is estimated at about 83.25 million people. This represents a slight decrease in population growth, with a density of approximately 239 people per square kilometer. The country has also experienced significant immigration, including a substantial influx of refugees.

Germany is a major global economic player, renowned for its industrial output and robust economy. The country has a strong focus on manufacturing and export, especially in the automotive and machinery sectors.

SELLING TO BUSINESSES IN GERMANY

Germany is home to tens of thousands of businesses ranging from small sole proprietorships to large conglomerates. In fact, a large part of the reason for the prominence of Germany’s economy on the world stage can be linked to the small and medium sized businesses (SMEs) of the Mittelstand. So be prepared for smaller and mid-sized companies with a family member as the director and a long-term vision.

STRUCTURE OF GERMAN BUSINESSES

Most German companies empower a few senior managers. Larger companies (AG & GmbH) are governed by a Supervisory Board (Aufsichtsrat) which chooses the Management Board (Vorstand). The management board however is the final decision-maker on matters affecting day to day management.

Work and personal lives are rigidly divided, and Germans subscribe to the ideal that there is a proper time and place for every activity. Talking about personal subjects and politics should be avoided, and the focus should be on work-related things, even in the limited small-talk.

BUSINESS ETIQUETTE AND PROTOCOL IN GERMANY

  • Germans do not think a personal relationship is needed to do business.
  • They will check your academic credentials and the life span of your company.
  • Germans respect authority, so acquaint them with your seniority level.
  • Germans do not encourage an open-door policy- please knock before entering a meeting.
  • German prefer formal communication.
  • Follow the protocol is to build and maintain business relationships.
  • Germans take hyperbole, big promises with a pinch of salt.
  • Germans are direct and can be even blunt.

INTERNATIONAL BUSINESS MEETINGS IN GERMANY

As Germans are very focused on efficiency, meetings may only be scheduled for half an hour and only then if it is clear what the purpose of the meeting will be. This requires a very clear and focused approach, in which you show that you have found out already something about the company and its challenges. Slogans are disregarded, proof is important.

Germans place a high priority on academic and technical education and business houses value the same. Mostly, companies are run by technocrats rather than lawyers and accountants. Meetings are often large with a designated specialist from each area involved in the matter under discussion. People are expected to contribute to the debate when discussions touch their area of expertise but are not necessarily expected to have an opinion on everything.

WHAT ARE NEGOTIATION TACTICS IN GERMANY?

  • Generate your strategy in advance and communicate it to others
  • You can conduct a group session for the sake of clarity of thoughts
  • Prepare all resources in advance
  • Keep your presentations formal and straight to the point
  • Give examples and facts for clear insight
  • You might want to hire a German translator to help you with writing materials
  • Be punctual at all costs

Trade shows in Germany

Germany has many trade shows which are an excellent way to showcase your products and to orient yourself on the market. However, due to the sheer size of these shows chances are small that a purchasing manager or decision maker will accidentally visit your booth. A dedicated business development approach may yield more results for substantially less than the costs of a booth.

If you decide to have your booth at a German trade show, be well prepared and have your message tailored to the European and especially German visitors. It might be a good idea to contact relevant prospects in advance and invite them to your booth.

Why use our business development services in Germany?

We know the market from inside-out

We work with local teams, who already know the market, speak the language and know the business culture.

We are active in over 30 countries

We can compare different markets and as we can help you in all of them, we only favor the market that may work out best for you.

You Reduce your risks

We help you avoid cultural misunderstandings, compliance issues, and other risks associated with entering a new market.

Our structured approach for finding international clients

Alliance experts has a proven methodology to start or increase your sales in a new market. Our local teams in over 30 countries help you define your pitch and to find and convince the right sales channels or clients. Select your target country and click on the package to see what we do for you each month.

Month 1

Scan phase

  • Tell us more about your company and offering
  • Get a first long-list of potential distributors, partners or clients
  • Receive feedback from them on your product or service
  • Get an overview of the competition

Market pioneer

  • Intake questionnaire
  • Product knowledge call
  • Long-list with up t0 10 targets
  • 1 feedback interview
  • Listing up to 3 competitors
  • Monthly review call

Market explorer

  • Intake questionnaire
  • Product knowledge call
  • Long-list with up t0 20 targets
  • 3 feedback interviews
  • Listing up to 10 competitors
  • 1 competitor investigation
  • Bi-weekly review call

Market conqueror

  • Intake questionnaire
  • Product knowledge call
  • Long-list with up t0 50 targets
  • 5 feedback interviews
  • Listing up to 20 competitors
  • 3 competitor investigations
  • Weekly review call

Month 2

Launch phase

  • With our help, develop the right pitch for this market
  • See the list of targets growing 
  • We pitch your product to the right decision makers
  • Evaluate with us and adjust the approach where needed

Market pioneer

  • Pitch for the local market
  • Adding up to 10 leads to the long-list
  • Outreach to 10 targets
  • Monthly review call

Market explorer

  • Pitch for the local market
  • Review of your marketing materials
  • Adding up to 20 leads to the long-list
  • Outreach to 20 targets
  • Bi-weekly review call

Market conqueror

  • Pitch for the local market
  • Review of your marketing materials
  • Jointly developed pitch deck with translation
  • Adding up to 50 leads to the long-list
  • Outreach to 50 targets
  • Weekly review call

Month 3 and further

Grow phase

  • See the list of targets growing until we have all relevant ones
  • We continue pitching and also follow up on your leads
  • Follow-up on interested prospects or leave it to us
  • Every month you receive a full report on all contacts we had

Market pioneer

  • Adding up to 20 leads to the long-list
  • Outreach to 20 targets
  • Follow-up with 10 targets and 3 of your leads
  • Hand-over of interested parties
  • Monthly review call

Market explorer

  • Adding up to 50 leads to the long-list
  • Outreach to 50 targets
  • Follow-up with 25 targets and 10 of your leads
  • Hand-over of interested parties
  • 3 follow-up meetings
  • Deal closing support for 1 deal
  • Bi-weekly review call

Market conqueror

Custom proposal that we discuss with you after completion of the Scan and Launch phase, for example a dedicated (part-time) sales person

 

Select your target country to see prices:





    Select a package to see what we do for you:

    Market pioneer

    per month

    Market explorer

    per month

    Market conqueror

    per month

    Customer Experiences

    ” Alliance experts has helped us with clear insights in a market which was relatively new to us. Even under difficult circumstances they found good dealer candidates. “
    Alliance Expert found distributors for Harley Davidson

    Vitello Benevetti

    Harley Davidson

    ” Outstanding service! Found the perfect partners in within a few months. Our international sales skyrocketed thanks to their expertise. “

    Mehmet Aksoy

    RR Engineers

    ” Invaluable local insights led to great distributor matches. Their approach revolutionized our market entry strategy. Highly recommend! “
    Francis Huang

    Francis Huang

    Würth

    ” Alliance Experts strongly supported our growth in African markets. Innovative, effective strategies, and superb communication. “
    James Martin

    James Martin

    Brabantia

    ” Alliance Experts’ tailored strategies boosted our Europe market presence phenomenally. Exceptional service, highly recommended! “
    Jing Zhang

    Jing Zhang

    Kamtec

    ” During our cooperation Alliance experts showed an effective approach and tracking, professionalism and provided the services reliably and on time. “
    Nouraldine Banaeinejad

    Nouraldin Banaeinejad

    CAN Home appliances

    Companies we've helped with Business development services

    Draka Polymer Films
    Wella Professionals
    Würth
    Harley Davidson

    Frequently asked questions

    First determine who can be the end-users for your product or service. From who do they purchase now? Interview a number of key players in the value chain how they perceive your offering and ask them who is your competition. Only then you can position your product or service and effectively approach potential buyers.

    In Germany, just as many comparable countries, this all depends on your offering and the way you organise your sales. If you offering already sells in other countries, you have good chances, but you still need to figure out the market structure and the sales channels that perform best. We always recommend to do interviews with key players first.
    Yes, Germany is certainly open for international business, the country has trade relationships with many other nations and although there may be import duties, certification and other customs regulations, you can certainly sell your goods there.
    First of all adhere to the local business culture and follow local ways of making appointments and structuring them. Also in Germany, companies want to make profits so if you can show how your product or service contributes to that, then the interest will be not different than in other countries. Where possible, work with local partners or have your sales supported by an international business consultant.

    We are active in over 30 countries