Approach to German-speaking market

Your basis to attract elderly people from Germany, Austria and Switzerland as customers

2 days


Tuchlauben 7a, 1010 Vienna   View map

Your basis to attract people from Germany, Austria and Switzerland as customers or partners

This interactive seminar gives you practical, relevant knowledge of the German market and essential expertise, key strategies and efficient methods for successful engagement in Germany, Austria and Switzerland (D-A-CH).
You will learn German communication style and social affairs, society, etiquette. Knowledge about current trends of the market in D-A-CH, selling manners and buying behavior will bring you in a competent position for market entry and successful marketing & sales.

Target Audience

Participants are decision-makers, product and sales managers who want to:
• offer their services/products to German-speaking market,
• be more involved in the market in Germany, Austria, Switzerland,
• build-up or intensify their distribution and/or distribution partners,
• adjust their marketing, including complete marketing communication for the German-speaking countries,
• position their products and services according to local requirements

Number of participants

For group-dynamic reasons, we recommend a minimum of 4 and maximum of 12

Learning success

• You know to communicate effectively with German partners and understand German thinking and behavior.
• You recognize typical pitfalls in German culture and avoid common mistakes.
• You understand German standards and values, needs and expectations better.
• You take advantage of it when entering the market.
• You understand the specifics of the market in Germany, Austria, and Switzerland.
• You recognize your occasions and opportunities.
• You get sales skills and hints and adjust the style of selling to the behavior of German-speaking customers.


Communicating concepts, ideas and information in a way German-speaking customers do understand.
Tips for a successful presentation for a German-speaking audience and goal-oriented argumentation.

Building Business
Business conversations and small talk

Adjusting the selling style to German-speaking customers’ expectations and needs.

What German-speaking customers want and how to market your product best?
The importance of trade fairs in Germany and Austria for customer acquisition.
Successful and efficient use of marketing service providers.

Payers and decision-makers
Sick funds, health insurances
Cash flows
Current trends in German / European Health Economics and Policy and the impact on the involvement of foreign companies

Learning methods

Optimal combination of listening, joining the conversation and exercising; Interactive lectures, case studies, experience reports, reflection, group work, feedback, individual work, questions and answers, discussion.

Your advantages

• Providing detailed information and answers to concrete questions
• Active promotion of information and experiences exchange with other participants, and space for working and discussion
• Implementation of practical knowledge and identifying best practices
• Outlining valuable guidance for decision-making and risk assessment