Doing business in Germany: why trust is everything
If you're looking to enter the German market, it’s essential to understand one key principle: trust comes first. In Germany, successful business relationships aren’t built on charm or enthusiasm alone — they're built on reliability, preparation and professionalism.
Whether you’re selling a product or offering a service, your success depends on how well you demonstrate competence, credibility and consistency.
We spoke to Sascha Heigl, account manager at Regina Coeli, who works daily with German clients and knows exactly what it takes to win their trust — and keep it.
1. Lead with quality and substance
In Germany, quality is king. When introducing your company or service, don’t start with personal stories or general statements — start with facts. German clients want to know what your product does, how it works, and why it’s better than the rest.
A slick pitch alone won’t get you far. What matters is that you:
- Know your product inside out
- Can speak confidently about technical or structural details
- Don’t bluff if you don’t know something — say you’ll follow up
Sascha Heigl explains: “What helps me gain trust is clear communication. I make agreements, I follow through, and I keep my promises. I don’t expect people to work with me because they like me, they work with me because they trust me.”
2. Ask questions before offering solutions
One mistake international professionals often make is jumping too quickly into selling. In Germany, it’s far more effective to ask questions first, understand the client’s challenges, and only then introduce a tailored solution.
Open-ended questions build trust by showing genuine interest. Avoid yes/no questions, and don’t assume the client needs what you’re offering until you’ve understood their exact context.
Sales in Germany starts with listening, not pitching.
3. Be thoroughly prepared
Preparation is not optional, it’s expected. Before any meeting, take the time to:
- Research the company and its structure
- Know who will be attending
- Prepare for specific needs (e.g. technical questions, sector terminology)
- Bring the right documents or people
Sascha notes that German clients appreciate it when you do your homework, and they notice when you don’t.
4. Speak their language (literally and culturally)
Even though many Germans speak excellent English, communicating in German — even if only partially — is a powerful sign of respect and professionalism.
If you do speak German, make sure to:
- Use Sie (formal “you”) instead of du
- Address people as Herr or Frau followed by their last name
- Avoid informal or overly familiar language
Sascha Heigl: “The way you address someone says a lot. I always make sure I get names right — I’d rather ask twice than get it wrong. It shows respect, and that’s essential in Germany.”
Even though many companies are becoming more informal, especially among international teams, it’s safest to start formally and adjust based on the other person’s lead.
5. Dress the part
Clothing matters, not because of vanity, but because it’s part of how you show respect. Germans tend to dress in a way that reflects the seriousness of a meeting or context. Business casual is fine in many situations, but if you're meeting senior stakeholders or visiting a corporate headquarters, a formal suit is often more appropriate.
Sascha explains: “Sometimes I’m overdressed, but I prefer that to being underdressed. If in doubt, I check the company website or ask someone I’ve spoken to before. It shows I take the meeting seriously.” Your appearance is part of your message.
Want to succeed in Germany? Speak the language of trust
If you want to build strong business relationships in Germany, language and cultural awareness go hand in hand. At Regina Coeli, also known as the Nuns of Vught, we help professionals communicate naturally, effectively and respectfully in German.
Learn more about the German training at Regina Coeli
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