Entering the market is not easy.  The Germans have a reputation for being difficult customers - demanding specifications and exacting delivery standards.
However, the Germans believe in doing business with established partners, so once you have built up trust, you can expect a long relationship. The 81m Germans have a high disposable income and like good quality products, so it’s worth the try.

First, your product has to be right for the German market. Your goods need to be of high quality and technically sound. They need to carry a CE mark and it pays to have them certified by the appropriate German standards agency.

Business in Germany is done primarily through agents; you need to find a good one. Germany is fanatical about delivery dates; you should deliver on the day specified and never agree to impossible deadlines - you only get one chance.

Most senior managers in Germany can speak English but will not do so in a business situation. Have your agent help with interpreting or, better still, start learning the language and employ at least one fluent German speaker in your company.

And remember that business in Germany is serious, so no joking allowed !

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