Jan Willem Temmink, born in 1957, has built an impressive career in both the Netherlands and Germany. With various management positions to his name, he has developed a unique expertise in export and market development, mainly for B2B organizations in IT, manufacturing and production companies. Research results from Nijenrode Business University have led to a special blitz-scaling strategy aimed at accelerating international scale-ups and grown-ups. With many successful collaborations with Brilliant Work’s clients, Jan Willem now shares his tips and experiences.
Growth opportunities in Germany
According to Jan Willem, the biggest opportunities for Dutch companies on the German B2B market lie in sectors where Germany has pent-up demand. “Think of IT cloud applications and the rollout of fiber optics, often realized by Dutch companies. Energy transition also offers huge opportunities, especially in electromobility infrastructure,” says Jan Willem.
He stresses the importance of specific Product/Market combinations. “The German market is structured, both in B2B and also in B2C, with strong industry associations. It is crucial to understand who the major players are, what products and services are offered and under what conditions. This knowledge will help you develop distinctive product offerings and compete effectively. Also, research who is represented on the board and what the level of organization is like.”
The answer to these questions is essential. This is how you discover whether your company with a distinctive product offering is promising on the German market. In other words, “Do you have sufficient sales arguments to effectively ‘take the wind out of the sails’ of existing providers? So preferably with quantitative and qualitative facts based on studies, certificates and references. If this exploratory market research leads to a resounding ‘YES’ to this question, then you may conclude: ‘OK, jetzt geht’s los!'” says Jan Willem.
Case study: Dealer recruitment in the fishing industry
Jan Willem shares an example of a recent coaching program at Brilliant Work for a Dutch manufacturing company looking to expand into the German market for fishing sports stores. “The challenge was to get into the assortment of larger, multi-channel fishing sports stores. We started by drawing up a longlist of potential dealers, which we then filtered down to a shortlist of the most suitable candidates. And preferably then spread evenly across (the 16 states of) Germany. “
By the way, it is quite complex to get a good idea of which dealers are worth visiting through website and online trade literature alone. There needs to be a good match with each dealership’s primary customer base.
During the subsequent contact phase (calling, emailing, videocalls, visiting appointments), the client learned the importance of language skills and cultural differences that emerge during business conversations. This applies to both the general language used during conversations, as well as jargon.
Methods and techniques
Jan Willem used Account Based Marketing for this market introduction, first in Germany, then also in Austria. “The customer almost always goes along to the sales appointment himself, often the managing director or the export manager. This gives a very active involvement in the sales process and allows me to bring decision-makers to the table on the German side as well. I want a ‘level playing field’ to achieve a direct sales order.”
Major breakthrough with a direct order
A breakthrough moment was when a major dealer in the Neckar region immediately placed an order for all branches, thanks in part to the presence of the managing director at the interview.” The managing director was of the opinion, “When I introduce a new brand, I do it with conviction! So at all branches present the entire product range in new displays.’ The result was an immediate order for 10 units.”
Tips for companies looking to expand into Germany
- Use hierarchy: Focus on the SME (“KMU” in German) where you can talk to “Geschäftsführer” and/or “Prokurist. This indicates that you can expect a direct decision.
- German-language communications: Make sure all your marketing communications (website, white papers, PDF flyers, user manuals, warranty certificates, etc.) are in German and professionally translated, especially jargon.
- Language skills: Invest in German language training for all sales colleagues to increase the favor factor. After all, a smooth German-speaking conversation more easily results in an order. An exception is the Corporates customer group (e.g. Siemens, RWE, Bayer and Audi). Here you can – at almost any level – also communicate in English.
- Good preparation: Ensure thorough preparation for every market introduction and sales appointment.
- Establishing a GmbH: Consider a German legal form to build trust with German customers and further promote the favor factor. After all, you are then operating with a German (subsidiary) company on the German market. You are then taking advantage of an important law in export country: ‘American buy American; German buy German’!
- Take advantage of grant opportunities: Many companies are unaware of the various grants available and how they can help you successfully market in Germany. An experienced export coach from Brilliant Work can save you many mistakes and point out these grants and other assistance available from local and national government. This saves time, money and avoids hassles.
Also planning to export with your company?
Do you need help with thorough market research, effective communication, a German network and that with personal commitment? Feel free to contact us by email or on phone number 026 21 30 704 to find out how Jan Willem can support your company in successfully entering the German market. With his in-depth knowledge and experience in export and market development, he offers practical solutions and strategic insights that can help your company move forward. In addition, Brilliant Work can help you find appropriate grant opportunities that will provide additional support for your export efforts.
