Meeting on the German Business Pitch

Germans have two words for “the meeting”. One is “das Treffen”, and by the way you have three different genders for nouns, but don’t let that put you off learning this very ordered, logical language! The other word is “das Meeting”, and is probably used more often than “das Treffen” these days. Like thousands of other words borrowed from us in present-day usage in German, it sums up perfectly how open-minded and receptive the country is towards the English-speaking world.

Despite the cosmopolitan outlook though there is still a strong German business etiquette and it pays to heed that when preparing for a meeting with German business people and taking part in one. Germans will go into a meeting well-briefed and well-organised having done their research on you. They don’t normally indulge in a lot of small talk and banter during the meeting but like to use the time efficiently. Over strong cups of coffee and glasses of mineral water already laid out on the table, they’ll quickly get down to brass tacks, almost literally. Small details will matter, specific factual information about the product will be sought, potential issues and problems paid special attention from the outset.

Your German business partner will raise the critical points pretty quickly. To the British ears this frank, plain speaking can seem at first mildly offensive or impolite, but this is certainly not intentional. Rather it is to save time and money by being straight from the start. Simply put, the Germans prefer meetings to be based on an exchange of clear signals. In fact you can expect business meetings to be like the description of the language above: ordered, systematic and inherently logical. The individuals conducting the meeting will also know their place within the overall structure and systems of their company, however large or small, and will understand how a new British product might fit in or not. That doesn’t mean that they’ll be able to give you a clear ‘yes’ or ‘no’ on the spot, but rather they will want to discuss everything with other – sometimes more senior – figures in their company. Your discussions at the meeting and ensuing discussions will focus on substantial issues rather than, for example, on how best to dress up and market the product. This will take time and patience.

Sorry to bring the analogy up at this juncture, but …erm …have you watched the Germans play football recently!? May we mention the ‘W’ word? World Cup? The German international team has always had its great, almost legendary individuals. Kaiser Franz Beckenbauer, to name but one. But no individual is greater than the team. The team plays to a system and each player knows exactly what the requisite pattern is. If necessary, that system can be, and will be modified during the game. Flexibility, intelligence, attention to technical detail in the pre-match home work, plus the will to succeed, all blend together impressively. We’ve mentioned to you the word “Treffen” already, haven’t we? Do you know what a “Treffer” is? In various ball sports, including soccer, it is a “goal”.

For the UK company wanting to export its goods to Europe’s biggest market it’s essential to prepare for the German business pitch methodically and with technical finesse. If you want the “Treffen” in Berlin or Hamburg or Frankfurt to produce the “Treffer” then adopting the German business mentality and etiquette as far as you can will be crucial. If you don’t pay attention to it, then it’s a case of, yes, missed penalties and, even worse, own goals.