Open the gates to success in Germany
As an international agency, we plan and implement projects in almost every corner of the globe. As the traditional home of European business and industry, Germany is a key target territory for many of our clients. From the vast array of “Denglish” neologisms (senden ein E-mail, anyone?), you would be forgiven for thinking that conducting business in Germany varies little from business activities in the UK. However, when first dipping your toes in the water, there are a few golden rules that are worth noting to help smooth out inter-cultural communications.
German is formal
When meeting or calling a new contact, use Herr/Frau and their surname. If they carry any titles, be sure to use them, especially in written correspondence, even if it appears over zealous; Prof. Doktor Heinrich Müller and Frau Dipl. –Ing Caroline Mann would be quite normal, for example. Titles and qualifications are a symbol of many years of experience and garner a lot of respect – to drop these titles can be seen as a slight. Email correspondence is also often much more formal than in English, in fact, it should be thought of as a formal letter.
Call a spade a Spaten
In terms of PR content, the corporate and business-speak that can creep into English communications should be avoided in German at all costs. Facts, statistics and detail form the crux of any communication. In English, sometimes business-speak can distract from the actual message and focus too much on “a breakthrough solution to aid in the displacement of environmental detritus”. In German, it’s just a Spaten. Be direct.
Funny, no?
Let’s dismiss perhaps the most common German stereotype – Germans do have a sense of humour. But establishing a new business relationship simply isn’t the environment to extend it. Another unfortunate stereotype is that Germans are impolite. In English, we may litter our conversations with “thankyou”, “sorry” and “would you mind”, but in German, this can appear false and insincere.
Use of language is important whether you’re speaking German or not. As with any business environment, considered communication is vital to ensuring a prosperous and long-term relationship. Bis bald!
