When operating in the European B2B market, it's crucial to understand the cultural differences between countries, especially Finland, Sweden, and Germany.
Finland:
- Decision-making is often top-down and straightforward.
- Communication is direct and concise, with little emphasis on small talk.
Sweden:
- Decision-making is consensus-driven, valuing input from team members.
- Communication is open and seeks to avoid direct conflict.
Germany:
- Decision-making is hierarchical, following formalities.
- Communication is formal and indirect, focusing on accuracy and detail
We have written about the differences between Finland, Sweden and Germany previously here.
Dreaming about the DACH Market 🤩
The DACH region means Germany (D), Austria (A), and Switzerland (CH).
This German-speaking region is the business powerhouse of Europe, an Eldorado of business opportunities for many smaller European countries. But the competition there is also much more intense.
Winning here requires an understanding of the local business culture or simply a product that is 10x better than your competitors'. Being just a bit better means you need to be as good at selling as your competitors.
Key Characteristics of the DACH Business Culture
✔ Punctuality: Being on time is very important. Even a five-minute delay can be seen as rude.
✔ Politeness and Professionalism: Being polite and professional is very important, while being too casual is discouraged, though this highly depends on the region and industry. Better safe than sorry.
✔ Attention to Detail: Customers expect clear and detailed information about your product; be specific and thorough in your approach. They hate surprises.
✔ Clear Process: A well-organized and planned way of doing business is expected.
✔ Using Facts: Always support your statements with clear facts and numbers.
✔ German Language: Speaking German will help you gain trust and build relationships much faster.
✔ Respect for Authority: Respecting the chain of command is very important. Young people in low hierarchy countries seem to take forever to believe this, but save your time and be polite.
Looking to Enter the DACH Market?
Expanding into the DACH region brings great opportunities for growth. At Sellai, we help businesses connect with local sales agents who know the region well.
To give you an edge, here are some of our top-rated sales professionals in Germany:
Jan Böttger: Specializes in engineering, manufacturing, and chemicals industries. Jan’s deep industry knowledge and extensive network ensure your brand gets noticed in these competitive sectors.
Constantin Krimphove: A trusted partner for Renewable Energy & GreenTech as well as the Fashion industry, Constantin combines innovative strategies with an in-depth understanding of emerging trends.
Jerome Fischer & Fabian Brands: Experts in B2B SaaS and Tech, Jerome and Fabian help software and technology companies build relationships, close deals, and scale efficiently in the DACH region.
With Sellai’s network of skilled sales agents, entering the DACH market has never been easier. Ready to explore the possibilities?
Book a Free Consultation
