Business development in Germany: how to succeed in this strategic market?

As Europe’s largest market, Germany is a key destination for companies looking to expand their international activities. Despite two years of recession and cautious economic forecasts for 2025, Germany remains a key market. However, tackling this market requires a structured approach and an in-depth understanding of its cultural and commercial specificities.

Preparation and strategic vision: the keys to success in Germany

Germany is an attractive but often highly competitive market. It is therefore essential to be well prepared and to understand and respect the specific expectations of your German contacts.

Preparing to enter the German market:

Successful business development in Germany requires a methodical approach and a long-term vision, structured in stages. This is because decision-making processes are often longer than in France. What’s more, because of the decentralised federal structure, strategic decisions are often taken at regional level (Länder). A good example of this is food retailing, where there are regional purchasing groups.

Analizing the German market:

Before taking the plunge, we recommend that you carry out in-depth market research to understand the specific needs and expectations of your German customers/partners. Taking part in trade fairs, talking to local players, finding out what your competitors are offering and where you can differentiate yourself from them are all necessary steps in adjusting your strategy.

This in-depth analysis will enable you to define your USP (Unique Selling Proposition)for the German market and develop a clear, structured sales pitch. This kind of preparation strengthens your credibility and positions you as a serious and reliable player in this demanding market. demanding market.

The German market: understanding cultural differences

A good sales representative in Germany is not a good sales representative in France! Remember that you don’t seduce a German, you convince him. It’s essential to be precise, concrete and have a perfect command of technical references. Wherever possible, you should back up your sales pitch with figures.

In addition, careful translation and communication are essential. The German language plays a key role: although many professionals are fluent in English, communicating in German demonstrates a real commitment to the local market. A German-language website, sales literature or customer service reinforce your company’s credibility.

These few elements will enable you to have a clear, credible and lasting presence.

Vif Solutions, Globallians member: support to succeed on the German market

The commercial, legal, tax and administrative particularities of the German market can be complex. Calling on companies that specialise in supporting companies in this market, from market analysis to operational implementation, will you to speed up and structure your development.

vif Solutions, a member of Globallians, has been supporting companies for over 20 years at every stage of their development on the German market: strategy definition, commercial development, recruitment, takeovers, subsidiary management, etc.

Business Case: Commercial development of Cléopâtre Colles et Couleurs on the German market

Cléopâtre Colles et Couleurs is a French family business founded in 1930, specialising in the manufacture of glues, paints and creative leisure products. As part of its expansion, Cléopâtre Colles et Couleurs began working with vif Solutions in 2023. The aim was to adapt the company’s commercial strategy, but above all to develop its business in Germany.

The process involved strategic thinking about the sales targets to be approached, the distribution network and product positioning. In addition to sales initiatives, Cléopâtre Colles et Couleurs put in place a marketing plan to raise brand awareness, including visits to trade fairs and collaborations with influencers. Thanks to this support, Cléopâtre Colles et Couleurs was able to establish solid local relationships and obtain its first listings.

The case of Cléopâtre Colles et Couleurs illustrates the importance of a strategic, personalised approach to success in this market.