Video: Exporting To Germany - What You Need To Know

"Everybody" wants to export to Germany.

It is a tough market, but attractive due to its size, so it is worth considering. But before you go, learn what you can about German business culture, and prepare yourself well.

Thomas Bothe, former CEO and veteran executive trainer, has spent a good part of two decades helping leaders enhance their communication and strategy. His mission is to bridge the gap between intent and perception, focusing on essential business communication skills in leadership, strategy, and reaction.

Thomas trains CEOs and management teams across Europe, aiming to improve their internal coherence and agility.

Listen and learn more about his unique training approach at Art Of Reaction or visit his LinkedIn profile

Watch the video here.

Germany: A Big Market That Doesn’t Play Around

Let’s start with the basics: Germany is one of the world’s largest economies. That sounds exciting—and it is—but don’t expect an easy ride.

German companies are serious.

They take their time, and they don’t like empty promises or quick sales pitches.

If you want to succeed there, you have to earn their trust slowly by being reliable, well-prepared, and professional in every interaction.

Trust Is Everything (and You Can’t Fake It)

Thomas explained that Germans look for long-term partners, not short-term deals.

They value consistency. If you say something, you do it. And if you don’t know something, it’s better to admit it than to try to bluff your way through.

In fact, one quote that stuck with me was:
"You say something, you do it. Do it consistently. Then people start to believe that you mean what you say."

Germans will test you a little at first. They’ll want to know if you’ve done your homework. They’ll ask detailed questions. Thomas called it being “five questions deep.”

Your presentation can be short, but you better be ready for deep follow-ups.

Business Etiquette: Details Matter

German business culture is formal, at least at the start.

• Use titles like Herr or Frau and the person’s last name.

• Be on time. Better yet, be five minutes early.

• Dress professionally.

• Shake hands firmly, and don’t get too casual too fast.

There’s a strong separation between work and personal life in Germany. So keep your meetings focused on business unless your German counterpart opens up first.

They respect professionalism and expect you to do the same.

Language Can Be a Deal Breaker

Yes, many Germans speak English, especially in big companies and international roles.

But Thomas pointed out that in technical industries or smaller firms, you might run into people who prefer German. And even if they do speak English, having materials and customer support in German shows you’re serious about the market.

If your product is something technical, check if it can be used easily by someone who doesn’t speak English.

That matters more than you might think.

Don’t Be Flashy, Be Solid

Another great quote from Thomas was:

“They don’t want someone who’s just good at first impressions. They want someone who fits their purpose.”

In Germany, people care about the function and long-term value of a product. Don’t rely on marketing buzzwords or flashy branding. Instead, focus on what the product does and how well it fits your customer’s needs.

Be honest. Be clear. Don’t overpromise.

Deliver what you said you would, every time.

The German Style of Communication

Germans are known for being direct.

That doesn’t mean they’re rude—it means they value clear, no-nonsense conversation. If you try to dodge a question or give vague answers, you’ll lose their trust fast.

One thing Thomas noted: Germans appreciate your honesty, but only if it comes with good preparation.

If you show up to a meeting unprepared, it’s seen as disrespectful.

Entering the Market: What You Need to Do

Victoria and Thomas gave some great advice about how to get started in Germany:

• Do your research. Don’t guess. Understand the market before you reach out.

• Use networks. LinkedIn is good, but in Germany, Xing is also very popular.

• Connect with local Chambers of Commerce and business associations. They offer useful contacts and resources.

• Translate your materials. Not just your website, but also brochures, presentations, and customer support.

If you're trying to reach decision-makers in big companies, prepare to face gatekeepers. Thomas recommends focusing on smaller companies where the CEO is more hands-on and reachable.

Or, use trusted local contacts to help you make introductions.

Sustainability Isn’t Optional

Victoria brought up a crucial point: sustainability is serious business in Germany.

It’s not just about being green, it’s about doing the right thing.

German consumers and the government both expect companies to care about human rights, fair wages, the environment, and social responsibility. If you can prove that you’re operating responsibly, you’ll have an edge.

If you don’t take this seriously, don’t expect to go far.

Final Tips for Working With Germans

• Be consistent. Reliability builds trust.

• Keep it formal at first. You can become friendly later, but don’t rush it.

• Respect the hierarchy. In many German companies, decisions are made at the top.

• Be patient. Trust takes time, but once you’ve got it, the relationship is strong.

• Don’t oversell. Show that your product fits their needs. Focus on the details, not the hype.

Final Thoughts

Thomas and Victoria made it clear: Germany is a great market, but not an easy one. If you’re serious, prepared, and ready to build long-term partnerships, it’s full of opportunity.

But you have to earn your place.

So if you're planning to expand to Germany, start by learning the culture. Learn how Germans think, communicate, and do business. Then show them you're not just here to sell—you’re here to stay.

🎥 Watch the full video for more real-life examples and expert insights.

Let me know what part stood out to you, or if you’ve had similar experiences working in Germany, I’d love to hear your story.

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