(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.
Good news: Germany loves research. Better news: you should too.
Before you start emailing prospects, make sure you understand:
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.
Finding the right distributor, reseller, or collaboration partner is often the key to entering Germany efficiently.
You can start by exploring:
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.
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:
No deal happens on the spot — but many start there.
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:
Psst.. We’ve done them all!
So: Iterate, gather feedback, adjust, and only then scale 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.
- 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.
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.