How to Succeed in Business Development in Germany

Berlin - Brandenburger Tor - Capitol of Germany

Berlin - Capitol of Germany

Are you looking to expand your business to the German market? Or grow your existing business? Our consulting services provide expert guidance and support to help you navigate the German business landscape, conduct market research, and build your brand in Germany. As a specialized consulting firm based in Berlin, we help foreign companies enter the German market. Our team of experts has years of experience in business development in Germany and has helped numerous companies succeed in this market. We offer a range of services from market research to customer acquisition.

Germany has a thriving economy, a stable political environment and a highly skilled workforce. With its central location in Europe, it is also a strategic hub for companies looking to expand into other European markets. However, doing business in Germany can be challenging, especially for foreign companies. The German business culture is unique, and it takes time and effort to build strong relationships with German companies and customers.

In this article, we will guide you through the business development process in Germany, covering everything from market research to branding and customer acquisition. We will also answer some common questions about doing business in Germany.

Why Germany is a promising market

Germany is the largest economy in Europe and the fourth largest in the world. Its economy is highly diversified, with a strong focus on manufacturing, engineering, and technology. In 2022, Germany's GDP was 3,9 billion Euros, and its per capita income was 48,400 Euros (depending when you read this article similar amount as in USD). It is also a hub for innovation and research, with numerous world-class universities and research institutions.
With its central location in Europe, Germany offers easy access to other European markets. It also has a highly skilled and educated workforce, with a low unemployment rate of 5.2% as for the year 2022. In addition, Germany's political stability and business-friendly environment make it an attractive destination for foreign investors.

Conducting Market Research

Before you begin your business development efforts in Germany, you need to conduct thorough market research. This will help you understand the German business landscape, identify potential competitors, and determine the demand for your products or services. Here are some steps you can take to conduct market research in Germany:

Frankfurt - Financial Heart of Germany

Frankfurt - Financial Heart of Germany

1. Analyze the German market: Examine the overall size and growth potential of your industry in Germany. Identify the major players in your industry and analyze their strengths and weaknesses.
2. Understand German Consumer Behavior: German consumers have unique preferences and behaviors. You need to understand their needs, wants and pain points to tailor your marketing and sales strategies.
3. Research your competition: Identify your direct and indirect competitors in Germany. Analyze their market share, pricing strategies, marketing tactics, and distribution channels.
4. Identify potential partners: Search for potential partners, suppliers and distributors in Germany. Identify companies that have products or services that are complementary to yours and establish relationships with them.

Building Your Brand in Germany

Once you have conducted market research, you can start building your brand in Germany. A strong brand can help you stand out in a crowded marketplace and build trust with German customers. Here are some tips to help you build your brand in Germany:

Munich - Bavaria - Powerhouse of Germany

Munich - Bavaria - Powerhouse of Germany

1. Translate your website and marketing materials: German consumers prefer to do business in their native language. Translate your website, marketing materials, and product descriptions into German.
2. Adapt your marketing message: Tailor your marketing message to the German market. Emphasize the features and benefits of your products or services that are most relevant to German customers.
3. Build a strong online presence: Germans are tech-savvy and rely heavily on the Internet for research and shopping. Build a strong online presence through social media, SEO, and paid advertising.
4. Attend trade shows: Trade shows are an important way to build brand awareness and establish relationships with potential partners and customers in Germany. Attend trade shows in your industry and network with attendees.

Customer Acquisition in Germany

Acquiring customers in Germany can be challenging, but it is essential to the success of your business. Here are some tips on how to acquire customers in Germany:

1. Build strong relationships: Germans value strong relationships, especially in business. Take the time to build relationships with potential customers and partners before pitching your products or services.
2. Provide high quality products or services: People in Germany are known for their high standards, and they expect the same from the products and services they purchase. Provide quality products or services that meet or exceed their expectations.
3. Provide excellent customer service: Germans expect excellent customer service and are not afraid to voice their complaints. Make sure your customer service is top-notch and responsive to their needs.
4. Offer competitive pricing: German people are value-conscious and will compare prices before making a purchase. Offer competitive prices that are in line with the market.

ACRASIO Business Development Services

At our consulting firm and with our strong network of experts, we offer a range of business development services to help foreign companies enter and succeed in the German market. Here are some of the services we provide:

Market Research

We conduct in-depth market research to help you understand the German business landscape, identify potential competitors, and determine the demand for your products or services. We analyze market size, growth potential, and consumer behavior to provide you with actionable insights.

Brand Building

We help you build a strong brand in Germany by translating and adapting your marketing materials, building your online presence, and participating in trade shows. Our goal is to help you stand out in a crowded marketplace and build trust with German consumers.

Customer Acquisition

We help you acquire customers in Germany by establishing strong relationships with potential customers and partners, offering high-quality products or services, providing excellent customer service, and offering competitive pricing.

Additional Services (Legal, Location services)

Through our partner network, we offer the following additional services:

Legal and Regulatory Support: We provide legal and regulatory support to ensure your business complies with German laws and regulations. We can also help you navigate the complex German tax system and obtain any necessary permits or licenses.

Localization Services: We offer localization services to help you adapt your products or services for the German market. This includes translation of product descriptions, packaging, and marketing materials, as well as adaptation to local customs and cultural norms.

Our expertise and experience

Our team of experts has years of experience in business development in Germany. We have helped numerous foreign companies successfully enter and establish themselves in the German market. Our consultants are fluent in German and English and have a deep understanding of German business culture and market dynamics. We have worked with companies in a variety of industries, including technology, manufacturing, consumer goods and services. Our clients have achieved significant success in the German market, with increased sales and brand recognition.

ACRASIO project examples

We have experience in a wide range of industries to assist companies in BDM for the German market. Here is a brief overview.

Software Company

SaaS company: We provided business development services for a SaaS company entering the German market. Our team conducted market research, identified competitors, and helped establish a strong brand through translation and localization of marketing materials. We also provided legal and regulatory support and helped attract customers through excellent service and pricing. 

outsourcing provider

We helped an Asian outsourcing company expand its business in Germany. Our team conducted market research, built relationships through networking and trade shows, and provided legal and regulatory support. We helped adapt their services through localization, resulting in a strong presence and revenue growth in Germany.

expert services

International Company: We provided business development services to an international company looking to enter the German market in the Professional Services market. Our team conducted a comprehensive market assessment to identify potential opportunities, leads, and competitors. We then developed a go-to-market strategy to ensure a successful market entry.


Entering the German market can be challenging, but with our comprehensive business development services, you can do it with confidence. Our expertise and experience will help you navigate the German business landscape, conduct market research, and build your brand in Germany.

Contact us today to learn more about our services and how we can help you succeed in the German market: