Doing business in Germany will broaden your cultural and business horizons, exposing you to new ways of connecting with other people. Germans have deeply rooted customs and regional culture that you will want to understand before doing business over there. Germans tend to be very direct, which can be construed as gruff at times. While polite and professional, they consider small talk and flowery chit chat to be superficial. So don’t be caught off guard if they want to get straight to the heart of a conversation. It’s actually just them trying to get to know you. The following guide is only useful directionally since every person is different and you’ll want to be open minded and prepared for unique differences in different industries, age groups, and regions.
How To Network
Networking in Germany shares many of the same rituals as anywhere else. Find like-minded people who have similar end goals. Clubs or “Vereine” and business associations are often the best places to meet people who share similar interests and professions. But also check out conferences, workshops, professional networking events, and training events. When you are at any of these places to network be sure to listen, then join conversations, rather than making an abrupt introduction. If you recognize someone be sure to break the ice with a friendly comment, such as “Oh we met at …”. That will give you both some common ground to get into a good business conversation. It is best to get an introduction or use a mutual acquaintance for a warmer connection.
How To Cold Email
It’s not easy to reach Germans via email without a professional introduction, so don’t be surprised if you don’t receive a response to your cold email. It’s difficult to even get someone’s email address in the first place. If you do have an email address, your cold email should stand out from the rest your clients will receive. Put yourself in their shoes to really think about what will catch their eye. Write like you talk to make yourself sound more genuine. Highlight your expertise and why they want to connect with you. Keep it short, to the point, personal, and don’t go overboard with your introduction. If the client is interested, they will click on your link. Also, always include all contact information in your signature. Germans like to work with experts and the quicker you can establish yourself via your title or your background, the better.
Another thing to keep in mind is that Germany has strict email SPAM guidelines and steep fines for non-compliance. For an overview of email and other marketing regulations, Globig’s Germany marketing section goes into full detail.
Email Etiquette
First off, Germans have two speech manners – formal and informal. Make sure to address the person you are speaking with appropriately with the correct pronoun Sie (you formal) or du (you informal) and the correct title (first versus last name). Probably the most important part of the opening though, is getting your adjective endings right. For an informal email to someone outside of the business setting use “Dear” or “Liebe” for a woman and “Lieber” for a man. Then for the body do not use any slang or casual language. Keep it professional. Show them that you’ve taken the time to understand their language and culture. They will respect and appreciate it.
LinkedIn and Social Media Connections
Germans use social media differently than many people in other countries. Research has shown that while 75% of Germans use social media, that number shrinks quickly among your older clientele or business associates. Only a very small fraction of that 75% actually uses social media for business. Many professionals, especially professors and higher-ranking executives don’t use social media professionally at all. Xing, an alternative to LinkedIn is used by professionals so you might want to see if you can find more prospects there. Overall, networking in Germany is best done face-to-face or through email. Getting an introduction, if possible, is especially important in Germany.
How to Dress
Wearing appropriate attire is a crucial part of doing business in Germany. For professional business meetings in traditional industries, men should adorn a dark, conservatively colored, yet stylish and modern suit with black or brown business shoes. Black, navy, and gray are all suitable colors. Combinations of blazers and something like khakis will generally not give off a great impression, nor will suits that are outdated or poor fitting. Ladies should don long sleeve shirts, dresses and blouses year round. Ties and socks will of course match the outfit. Be sure to keep everything neatly ironed to give off your best business professional attitude. If you are meeting with media, advertising, startups or at a University, you can wear jeans and much more casual or stylish attire.
How to Negotiate
Germans are competitive, hard bargainers, who take their word very seriously. Generally, jokes, anecdotes, or any kind of jests are inappropriate, unless you know your attendees well. They will stand up for their opinions and argue them fervently. Like in any situation with new people, be light-hearted and kind, but serious about what you are there for. Germans also tend to do business with a high level of precision and extensive research, so attention to detail is key. They will carefully evaluate everything presented to them. Don’t throw any surprises at them at the end of or after a meeting. The decision you reach will typically be final and initiated in a series of comprehensive steps you can expect will be carried out starting with a letter following your meeting.
Germans are not always very social and, often, keep their business and personal time separate. Even among co-workers, it’s not always common for people to socialize together after work or on weekends. If you are invited to lunch or dinner, this will be an opportunity to respectfully and slowly get to know your German business partners. Topics of interest include sports, especially Fussball or soccer as it’s known in the US. Politics are also commonly discussed. Germans are usually very well informed on global politics and generally have strong opinions. Personal conversations should to be initiated by your German business partner, and you shouldn’t ask them unless they bring it up.
Business Cards
Be sure to have nicely designed business cards, but you’ll only need a few. Business cards are very personal in Germany. They represent an exchange of information that should be kept confidential. Give them out to people who you want to develop a relationship with and not to everyone you make eye contact with. A smile, a professional handshake, and a sleek business card can leave a great lasting impression with someone interesting you may want to work with later.
Did The Meeting Go Well?
Generally, you can tell if a meeting went well if everyone is smiling and the German business partners suggest next steps at the end of the meeting. Many Germans will rap their knuckles on the table at the end of a negotiation they feel good about. Typically, an email or letter will arrive a few days later with instruction for how to move forward, if they are interested.
Germany is one of the top European Marketplaces for businesses looking to expand overseas. If you do business with a German company, be sure to pay attention to these cultural differences and business guidelines for a more successful encounter. Explore Globig Germany for German business opportunities and more tips on doing business in Germany.
Related Resources:
Employment Law, Visa’s, Hiring In Germany
Ecommerce In Germany- The Market and Risk Factors
Ecommerce In Germany – Payments, Logistics, Taxes
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