---
title: "From first contact to first deal: A practical guide for Finnish SMEs"
description: "Saksa on Euroopan ja maailman vakaimpia, suurimpia ja kilpailukykyisimpiä B2B-markkinoita.\nSuomalaisille yrityksille se tarjoaa ainutlaatuisen yhdistelmän volyymiä, laatua ja pitkäjänteisiä kumppanuuksia – mutta vain, jos markkinaan mennään oikein valmistautuneena."
image: https://shapingdiamonds.com/hubfs/ChatGPT%20Image%20Nov%2017%2c%202025%2c%2009_09_01%20AM.png
---

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# From first contact to first deal: A practical guide for Finnish SMEs

![](https://shapingdiamonds.com/hubfs/ChatGPT%20Image%20Nov%2017%2c%202025%2c%2009_09_01%20AM.png)

- marraskuuta 17, 2025

![Tomi Räsänen](https://app.hubspot.com/settings/avatar/d41d8cd98f00b204e9800998ecf8427e)

[Tomi Räsänen](https://shapingdiamonds.com/fi/insights/author/tomirasanen)

## **From first contact to first deal: A practical guide for Finnish SMEs**

*(Your 6-step Germany Entry Plan – written by Finns who’ve done it, survived it, and now drink their coffee a bit stronger.)*

So, you’ve decided to take the leap and enter Germany. You’ve done the market research, maybe visited a trade fair or two, and realized: this market is full of potential. But now comes the big question — **how do you actually get from first contact to first deal?**

We’ve been there ourselves — a small Finnish-owned company landing in Germany, trying to turn polite conversations into real business. It’s not magic. It’s a process.  
And like most things in Germany, it works best with a plan.

Here’s our step-by-step guide — tested, practical, and built on real experience.

## **Your 6-Step Germany Entry Plan**

### **1. Understand the market before you land**

Good news: Germany loves research. Better news: you should too.

Before you start emailing prospects, make sure you understand:

- Who your real customers are
- What competitors are already there
- How purchasing decisions are made
- Which regions make the most sense for your product or service

Business Finland, the local chambers of commerce, and Finnish networks can all provide insights. A few weeks of homework can save you months of confusion later.

**Pro tip:** Avoid relying only on English-language sources. German trade publications and LinkedIn groups often have the best, most current insights.

### **2. Build a shortlist of potential partners**

Finding the right distributor, reseller, or collaboration partner is often the key to entering Germany efficiently.

You can start by exploring:

- Exhibitor lists from relevant trade fairs
- German LinkedIn and industry directories (e.g., *Wer liefert was*)
- Recommendations from Business Finland or Finnish business councils

When you reach out, be clear and concise — who you are, what you offer, and what kind of partnership you’re looking for. Germans appreciate precision and preparation.

**Remember:** A generic “let’s collaborate” email won’t work. A well-researched, specific proposal just might.

### **3. Meet in person (yes, it still matters)**

Germany is still very much a “shake hands before we sign” market.  
Even in the digital age, face-to-face meetings are where trust begins.

**Trade fairs** are often the most efficient way to meet dozens of potential partners in one go — Hannover Messe, Medica, or Fruit Logistica, depending on your sector. It also shows the german audience, that you’re here for real. Bring printed materials, case studies, and a clear story about what makes you different.

**Checklist for your first meeting:**

- Have a clear agenda and time slot
- Bring one-page company and product summaries in German
- Follow up within 48 hours

No deal happens on the spot — but many start there.

### **4. Start small: pilot, test, learn**

Instead of trying to conquer the whole market at once, start with a pilot.  
Pick one region, one segment, or one customer type, and test your approach. Why? Because you’ll learn a lot faster what works — and what doesn’t — when the risk (and cost) is smaller.

Examples of good pilots:

- A limited B2B customer test in Frankfurt
- A small-scale e-commerce launch to Germany only
- A short-term distributor agreement with clear evaluation points

Psst.. We’ve done them all!

So: Iterate, gather feedback, adjust, and only then scale up. 

### **5. Follow up — and keep showing up**

Your first deal in Germany won’t happen because of one email. It’ll happen because of persistence. German buyers appreciate consistent communication. If you don’t hear back after a week or two, follow up politely but firmly. Show that you’re serious — not desperate.

**In Germany, “no news” is not necessarily bad news.** It might just mean your contact is buried under emails or internal approvals.

Once you get your first deal, nurture it like gold. Word-of-mouth and references are powerful here — one happy German customer can open many many doors.

## **Your Quick Checklist: The German Entry Essentials**

- Do your research (beyond Google Translate)  
- Identify real decision-makers and partners  
- Meet face-to-face — or at least screen-to-screen  
- Pilot before you scale  
- Be patient, structured, and consistent

If you follow these steps, you’ll be way ahead of most first-timers.

### **Final Thought**

Entering Germany isn’t about luck. It’s about preparation, persistence, and partnership.

Finnish companies have what it takes — quality, honesty, and technical excellence. Combine that with a clear strategy, and your first German deal is not a matter of *if*, but *when*.

And if you ever need a few words of advice (or someone to help navigate the next trade fair in Düsseldorf), we’re happy to share what we’ve learned — and maybe even the best places to find rye bread in Berlin.

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### Thinking about expanding to DACH?

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