Growth Bites: Do’s and Don’ts for Selling in the German Market

with Frank Petry – CEO of  PECON and Thundermountain, Managing Director & Founder of EuroTechInnovation

Welcome to Growth Bites – your go-to series for short, sharp, and actionable insights from expert-led sessions. Each edition distils practical takeaways from leading voices in our ecosystem, so you can apply them directly to your growth journey.

In this episode, we’re joined by Frank Petry, a seasoned entrepreneur, multi-founder and investor with over three decades of experience across German corporates, SMEs, and startups. He shares what founders get wrong and how to get it right when preparing sales decks for the German market.

✅ DO: Pitch Like a Pro, Not a Performer

German buyers don’t want a show—they expect structure.

Your deck should follow a clear, professional flow:

• Start with a sharp executive summary
• Lay out the problem, solution, market, and traction
• End with a direct, unmissable ask

Forget the punchy slogans. Think proof, not potential.

When it comes to design:

• Keep it clean
• One idea per slide
• No animations, no clutter

📌 Rule: Structure wins. One idea per slide. Proof over promises.

❌ DON’T: Hype Your Way In

No one’s buying “game-changing”, not here. “Revolutionary”? That won’t land either.

German buyers are sceptical of vague claims. Instead:

• Show numbers, case studies, and outcomes
• Provide third-party validation
• Be clear, realistic, and specific

🎯 Trust is built on what’s proven, not what’s promised.

Less hype = more credibility

✅ DO: Localise Everything

If you want traction, speak their language—literally. English might open the door. German gets you in the room.

A translated deck isn’t optional, and AI tools won’t get you far on their own. The same goes for your company profile, website, and any follow-up material.

Even better? A German address, a local phone number, or a German-speaking rep. Small touches that unlock big trust.

📌 Translation isn’t just a task—it’s a trust signal.

❌ DON’T: Gloss Over Risk

Trying to hide risk? That’s a red flag. 

Germans don’t want the fastest; they want the safest. Sales decks should reflect long-term thinking. 

Be upfront:

• Show risk areas and how you mitigate them
• Include compliance and certifications
• Share your quality assurance process

📌 Transparency earns confidence. Evasion kills deals.

✅ DO: Respect the Culture

Germans expect professionalism, especially in B2B. If you’re underdressed or overly casual, you’re already behind.

That means:

• Keep the tone formal
• Dress for the room
• Speak directly and respectfully
• Avoid time-limited offers and pressure tactics

🎯 Wrap-Up

Aggressive sales tactics? Time-limited deals? Save them. Germans prefer thoughtful evaluations, not pressure.

The German market doesn’t reward noise. It rewards clarity, credibility, and intent.

If your messaging is structured, localised, and focused on long-term value, you won’t just get noticed, you’ll get trusted.

Growth Bites brings you what works, so you can move forward with credibility, not just ambition.