German more appreciated than English
Many Germans speak reasonable English. Nevertheless, Lieselotte believes that it is essential to communicate in German when doing business: “Even if you can express yourself better in English, your interlocutor will really appreciate it if you communicate in German. By doing so, you show that you respect and take seriously the culture in general and the person in particular. So having a good base in business German gives you an immediate advantage.”
It is good to remember in this context that Germans value accuracy and correctness. “That doesn't mean you have to speak flawless German, but you could pay attention to your written communication, for example. Mistakes in a business email can really distract attention from the content.”
By communicating in German, you show that you respect and take seriously the culture in general and the person in particular
Pronunciation
Good pronunciation is also appreciated. “For example, people often gloss over the endings of words because they are unsure about the declination. But that is sometimes actually more distracting than if you just speak clearly. The more effort it takes your interlocutor to understand what you are saying, the less attention they have for the content of your story. And content is precisely what Germans find very important.” Moreover, it is unfortunately still the case that we consciously or unconsciously judge our interlocutors partly on the basis of their pronunciation. So however silly, you can still impress people with good pronunciation.
Understand who you are doing business with
The Dutch and German business cultures differ. It is good to be aware of this and to adapt where possible. “Germans tend to be more formal in their business communication than the Dutch. They often use titles and surnames, and there is a clear hierarchy. People are also less likely to switch to an informal form of address.”
“German companies are very structured and value thorough planning and punctuality. Decisions are often made after careful deliberation and analysis, while the Dutch like to get going as soon as possible. They have a more informal and flexible approach. Moreover, the Dutch are known for their direct communication, while Germans highly value politeness and may perceive direct feedback as rude. Being too jovial or unprepared, not knowing the details, or joking during a meeting can all be construed as misplaced nonchalance.”
Taking the time to find out what your potential clients care about always pays off
Although Germany, Austria and Switzerland share the same language, there are cultural nuances to consider. “In Austria, the business culture is slightly more informal than in Germany, but still very polite and traditional. In Switzerland, flexibility and adaptability are extra important, as you have to deal with German as well as French and Italian customs. Moreover, in the German part, the main language is Swiss German. Take the time to find out who your potential clients are and what they care about. The time and attention you put into this initial phase always pays off.”
Go for a successful deal
There are many factors you can take into account to improve your chances in the German-speaking market. Here are some dos and don'ts:
- Be well on time for your appointment
- Prepare well and be accurate and complete in your presentation and documentation
- Keep it formal
- Formulate critical comments politely and constructively
- Check emails for spelling mistakes
- Work on your pronunciation
- Meet your obligations
By investing in your German language skills and cultural knowledge, you will come across as more reliable and professional. If you want to do business successfully in the 'DACH-länder', consider taking a Business German course. This will professionalise your language skills for the business market and deepen your understanding of cultural idiosyncrasies. Those skills and knowledge can make the difference between a successful deal and a missed opportunity.
