🇩🇪 10 Most asked questions about expanding to Germany
And my quick answers
Hey friends 👋
Recently, I did a webinar with the team at Weglot - a tool to translate your website and make it multilingual in minutes (link to the replay at the end of the newsletter) - and instead of showing 1 zillion slides (we’ve all had enough of that, right?), we decided to do something different.
We took the most frequently asked questions I often get from companies expanding to Germany, and answered them live — straight to the point.
Here’s a quick recap of the top 10 questions and how I answered them, so you don’t have to learn it all the hard way 👇
If you have not already done that, you can:
Discover here how we help our customers to go international quicker, especially in the German and French markets.
Learn more about our International Expansion Sparring Partner Program here.
Read articles and download useful templates on our blog.
Listen to our podcast on international expansion.
Sign up for our upcoming webinars (in French, for now).
1. Do I really need to localize everything in German?
No — but yes. Your homepage and product pages? Definitely. Your sales presentations? For sure. Your blog archive? Not necessarily. Start with the parts that drive conversions. Prioritize. Test.
💡 Tip: Look at your analytics. If 70% of your German traffic lands on your pricing page, start there.
2. Can I use AI translations for SEO?
Sure — but check quality and transcreation quality. German users (and Google DE) are picky. Sloppy translations = low trust. Also localize what is needed to German, like examples, case studies and national references.
💡 Tip: Use AI for first drafts, but always have a native speaker review before going live.
3. Do Germans hate cold calls and emails?
Yes. And no. They hate bad ones (as we all do). But many of my clients still tell me that cold calling is the most effective channel. Germans value clear and relevant outreach. Don’t be shady. Don’t insist. Don’t annoy.
💡 Tip: Use local references. Mention relevant customers in Germany to boost credibility.
4. Do I need to adapt my marketing by region ("Land")?
In most cases: no. Unless you're selling to very region-specific sectors (like public institutions), national messaging works just fine. The German market is already very complex, do not make it too hard for your teams, especially in the beginning.
💡 Tip: Instead of changing your message, use regional success stories to build trust.
5. Is it better to have someone local on the ground?
YES. Trust in Germany is built through relationships. Having someone who can look clients in the eyes makes a difference, especially for higher value sales.
💡 Tip: Don’t overthink it. Even a freelance sales rep or local partner can help you start.
6. Should I be on Xing for social media?
Nah, unless you're hiring. Xing is fading. Focus on LinkedIn. Germans use it more and more — especially in B2B. (I have not opened my Xing account for many yars now.
💡 Tip: Publish in German and tag your local clients. You'll be surprised by the traction.
7. How do I create trust as a French brand in Germany?
Trust is earned. Show German logos. Get certifications. Care about trust creation. Be on time. Speak their language (literally and culturally).
💡 Tip: Use "case studies" over "success stories". Germans love facts and numbers.
8. What needs to stay global, and what should be local?
Global: branding, product, pricing logic.
Local: messaging, tone, channels, legal compliance.
💡 Tip: Run a simple Go-to-Market Germany workshop internally. Map what to adapt and how. Try, test, iterate, adapt.
9. What’s the German decision-making style like?
Thorough. Structured. They need more time and information. Decisions are often collective and slower as in France.
💡 Tip: Share detailed documentation early. Don’t expect fast yeses. And NEVER try to “force” urgency.
10. Do I need German customer references?
YES. Nothing builds credibility like showing that others trust you.
💡 Tip: If you don’t have German clients yet, ask your happy international clients if they have German branches.
That’s it for this week! 🇫🇷 ➡️ 🇩🇪
If you’re working on expanding into Germany (or struggling with it), hit reply — or drop your question in the comments. I’d love to hear your experience!
And here is the link to the replay.
See you next week,
Andrea
P.S. You might’ve noticed the image at the top — a team sitting under a blossoming tree, deep in conversation. It’s not just a peaceful spring scene. It’s a metaphor for what international expansion really looks like.
Each person under that tree brings a different perspective, a different question, a different experience. The tree? That’s the shared space — a project, a mission, a vision for growing beyond borders. And spring? That’s the season of possibility — when ideas take root and start to bloom.
Because going global isn’t a solo act. It’s a conversation. Sometimes messy, sometimes surprising, but always better when we listen to each other and build together.