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Export and Innovation Corona Support

On this page you find information and guides to help us assist you in the best and most efficient way.

The Trade Council has developed 5 basic advise for entering and conquering the German market. We call them the 5 Ts.

Adaptation (Tilpasning)

  • German companies can choose between a multitude of products. It is your responsibility that your product fits the German market - not the other way around. Be prepared to adapt your business model, product, packaging, marketing and your service.
  • Be aware of, and adapt your behaviour. Remember the formalities, the good manners and the tie.

Presence (Tilstedeværelse)

  • The German customers should know that you are there - especially when they need it. Remember regular contact, consider setting up a local entity, and react immediately when an order comes in.

Patience (Tålmodighed)

  • Germany is a large and competitive market. The Germans are perceived more thorough and conservative compared to the Danish culture. Therefore it can take time before new suppliers, products and solutions gain acceptance. In return the patience is often awarded with loyal and long lasting customer relations, when you break through and deliver as promised.
  • Further, it is important to remember that Germany consists of 16 states and more than 82 mio. people. It is therefore important, from the beginning, to focus your resources on a region or area.


  • Be aware of your products' benefits and focus your effort in the areas, where you have a competitive advantage. This accounts to segmentation as well as geographic focus.
  • Trade fairs are big in Germany and it can therefore pay off to focus the initial contact in connection with a fair, where the industry is already gathered.

Speak German (Tal tysk)

  • A predominant rule of thumb: Communicate in German if you want to sell in Germany. Reseach shows that only 2,1 % of working Germans feel comfortable negotiating in German. Thus the language is a parameter, where Danes have a relative competitive advantage and investments in language will pay off.
  • Language, communication and means of communication should be adjusted the recipient. Also regarding marketing it often pays off to get professional assistance for the communication.