Doing business with Germans?
Germany is one of the world’s economic powerhouses, a major exporter of goods, and a key player in foreign trade on the global stage. There’s no doubt that there are great reasons for doing business with German companies. But it’s important to be familiarity with the German business culture to ensure success.
Cultural and language barriers can easily result in misunderstandings and frustration for all parties involved. That makes cross-cultural awareness key, also for the Anglo side of any deal. Understanding German business etiquette is well advised.
Tips for success in business with Germans:
Most Germans speak English, of course, but not as well as their counterparts in countries like The Netherlands or in Scandinavia. And Anglo-Americans should be aware of the differences in the way Germans communicate. What do you need to know?
- Be clear, consistent, and direct in your message.
- Be sure to keep the rate of your speech moderate and keep your tone calm. Don’t use overly complicated wording.
- You don’t need to be excessively polite and invest a lot of time building rapport. Getting to the point will build trust.
- “I was wondering if you could…”, “Would you mind…”, or “I was hoping you might…” when assigning a task or making a request is less effective than “Please send me… by X clear deadline” (asked, in the best case, reasonably well in advance)
- Don’t expect to get anywhere by dropping hints. Ask directly.
- If you don’t understand what is meant clearly, ask for direct clarification. Don’t make assumptions.
- Don’t embellish or exaggerate things. Stay down-to-earth and avoid excessive compliments. Germany isn’t a place for brown nosing.
- Germans might think anything they perceive as excessive friendliness as your attempt to fool or manipulate them.
- Many Germans might dress rather casually for work, but at work, Germans “wear a tie” mentally. They are there to be competent experts and do business, not make friends, and shoot the breeze. Stick to the facts, diplomacy and flattery are not important. Be aware that there is a “formal you” in German that is used in many business dealings, especially formal ones or for first encounters. What you might perceive as a sort of distance in communication, or a lack of warmth and excitement is not something you need to take personally. It’s business as usual.
- Be on time. All Germans are not perfectly punctual on every single occasion, but most of them are, almost to a fault. Time has social value in Germany. If you are late, it will likely be very frowned upon, as your counterpart will likely perceive their valuable time has been wasted.
- Plan meetings, assign tasks and inquire about information you might need well in advance. Don’t wait to do things at the last minute or ask someone to take care of something for you right away.
- Be on time. If you are running late for a meeting, notify your counterpart as soon as you know you won’t be on time. Give them an ETA so they can devote that time to other tasks.
- Define a structured agenda and prepare yourself for the meeting. Have any documentation that may be required prepared in advance.
- Don’t be pushy, controlling or try to micromanage: Germans pride themselves on their work, and they enjoy working independently and autonomously. Intervening and encroaching communication will imply a lack of trust in your counterpart that will not be understood or appreciated.
Conclusion
In recent years Germans, especially those who do a lot of business internationally, have become more flexible and adaptable when it comes to using English in business, and dealing with Anglo-American counterparts. But it’s a great idea to keep the above in mind so you have a clearer understanding of the “no-nonsense” German gold standard for getting things done pragmatically, efficiently and without.