I had to laugh recently when I told a German leader in a global tech Co that TEAM meant: “Together Everyone Achieves More”. He retorted ironically that in German TEAM stands for: “Toll, Ein Anderer Macht’s!” – which translates as “Great, Someone Else Will Do It!”

Humorous maybe, but it illustrates the real differences in mind-sets around the globe.

When positioning a product or service in a foreign market, it really pays out to understand the culture.

But how can you reduce the risk of attacking a new market, and how can you avoid the expense and red-tape in setting up a branch office before knowing your product will be a hit?

Taking Germany as an example, ‘The Powerhouse of Europe’, has rebounded quickly from the 2008 crash to re-assert its dominance in both European and Global markets.

Germany’s SME Sector Is Technology Driven

Its population of over 80 million is highly skilled and educated, and benefits from a culture of hands-on apprenticeships. Thriving export markets are driven by world-leading brands in auto-manufacturing, chemicals, engineering, utilities, pharma and high-tech. But there are thousands of ‘secret stars’ in the SME sector too.

So how best to get your message across to those German businesses and consumers who need your offering?

Target customers will most quickly feel rapport for your product or service if your opening approach is in German. Further down the ‘sales funnel’, your sales pitch will be to management, who likely may have English skills, but….  Your supporting sales collateral must be in German.

Germany has a strong SME market, the “Mittelstand” which makes up more than 99% of companies. This represents a figure of 3.6 million enterprises, providing more than 60% of all jobs in Germany¹. “Mittelstand” companies are often technology-driven, open to value-adding products, solutions and services.

To lower your risks and expenses we’re launching the ‘Feet On the Street – Germany’ service, to establish your beach-head in Europe’s power-house economy. Without having to hire local staff, you have a presence on the ground in Germany. Business development is systematically supported through a two-phase approach.

Contact us to discuss how we can be part of your extended team. I’m sure we can deliver a better definition of TEAM, even in German: “Tut Etwas Außergewöhnliches Miteinander” or “Do Something Extraordinary Together”.

“Bis bald” as they say round here,

Timothy

References:

¹: ‘Introducing the German Mittelstand’ – www.make-it-in-germany.com

Photo courtesy of www.make-it-in-germany.com