In B2B Direct Sales is the process of a vendor selling directly to end
The direct relationship with the clients through a vendor's own account
managers usually provides the highest level of customer loyalty and
satisfaction, excellent customer feedback and focus. As a dedicated
sales team can be trained individually, this approach enables a vendor
to sell even the most difficult solutions into a complex market.
Due to the high cost of sales this will only work for deal sizes far
above 10,000 EUR.
- highest level of customer loyalty
- excellent feedback from client's
- supports difficult solutions
- huge cost of sales
- initially a lot of patience is needed
Who should do so?
If the solution has an average deal size far above 10,000 EUR this is
the approach of choice.
How to . . .
If you want to make yourself different from other vendors from abroad
an be customer centric, you should give yourself a German appearance:
Also be prepared to communicate in German. This includes german product
descriptions, proposal text and marketing material. Such a local German
appearance already remove one big hurdle and bring you much closer to
German deals than your competitors from abroad are.
- complete German website
- German mail address
- German telephone line
- German flyer(s)
- German reference story / stories
The next step is to inform the market about your capabilities. There
are many different possibilities to generate new leads:
If you use online advertising (e. g. Google Adwords)
you should use the specific German keywords to be found. Combine it
with specific pages of your website and use conversion tracking. Use
German pr portals to create backlinks to your website, be sure you have
excellent meta tags and add the site to all search engines. Use
analytics tools and logfile analysers to verify the results.
Use German events to create leads. Beside the huge trade shows
(e. g. CeBit in Hannover, Systems in Munich) there are many events from
marketiung companies and magazines. If you are a partner of one of the
international big brands, extend your existing partnership to cover
Germany as well and use them for your start in Germany to produce
leads. Be prepared that joining events is the most expensive way to
generate leads - but the most powerful as well, if you have the right
people to represent you on these events.
Cold Calling and Mass Mailing
If you consider buying many German contacts from various databases to
start cold calling, you should know that due to UWG (German law) there
are clear limitations. Conflicts with this law can become very
expensive. This also restricts your possibilities to send out mass
Use networking to introduce your products, services and solutions to
the market. The most successful networking platform for business users
currently is XING.
Make your German representatives create a profile there, join the
forums and use the platform to contact up to 20 interesting people
every day. You will find them easily by keywords. Create your own forum
and invite relevant contacts to join it. Build your own community there.
Once you have these new sales leads just provide the necessary follow
up, develop your opportunities and finally close your deals. In the B2B
business a realistic approach should include the persistance of at
least one year. Some lucky orders will possibly come in earlier - but
German decision porocesses take their time.