Looking to Enter the German Marketplace? Take a trip first!

What’s the first step I’d recommend for a company to take that is new to the German marketplace and looking to expand there? Go there! If the executive in charge of the expansion effort has not done so recently, go book a flight and visit Germany. Meet some potential customers, talk to prospective partners, and familiarize yourself with the surroundings of the market you are about to invest in.

Would you marry someone without having met him or her in advance? Checking out where they came from, trying to learn who they really are first? Unless you’ve experienced some sort of incredible online dating relationship that led to a blissful marriage, the answer is probably no. Surprisingly, however, many companies embark on an overseas expansion, start spending money, and hire overseas employees without having first thoroughly done due diligence on the country, its various opportunities, customs, business etiquette, and other likely differences.

While a “fact-finding mission” to Germany by no means guarantees success, it will – at the very least – improve the US executive’s perspective of future German customers, partners, or employees and sharpen his/her vision. At the same time, the chances that costly mistakes will be avoided or minimized increase tremendously – not to mention the additional confidence and traction that undeniably will be gained during the execution phase of an expansion.

A firsthand visit will produce insights that are impossible to glean from research, seminars, or written reports. Subtle differences in culture or day-to-day business dealings are much more effectively observed in person, and can avoid costly pitfalls later. Any plans related to communications, logistics, recruiting, selection of service provides and partners, adverting, etc. would benefit greatly.

To gain even more mileage from your exploratory trip to Germany, try to combine it with a visit to a European tradeshow that is relevant to your business. Europe, and Germany in particular, has hundreds of key industry events each year. Couple one of these events that is close to your business (and you may have planned on attending anyways) with a fact-finding mission to Germany, and your overseas expansion project is off to a most promising start!