Win your dream customers in DACH: Your complete go-to-market guide
Inside the guide you’ll:
Discover how Germans, Austrians, and the Swiss prefer to do business
Learn how GDPR and e-Privacy-compliant sales works
Get tips on how to win customers with the right skills and tools
Why you need this guide
Have you already tried to enter the DACH market and perhaps had a rude awakening?
This guide will help you crack the code so you can enter the German-speaking market better equipped to win.
How B2B Sales Works in the DACH Market
Selling in Germany, Austria, and Switzerland is unlike selling anywhere else. Language and culture are as important as your sales pitch. In this opening chapter, you’ll learn why German-speaking buyers expect a structured, trustworthy approach – and what “from A to Z” looks like in a DACH buyer’s journey.
The DACH Market 101
Germany is the powerhouse of Europe, but Austria and Switzerland hold their own with strong industries in tourism, banking, and luxury goods. We break down the basics of each country, so you know where to focus your first steps and how to adapt your GTM strategy to each market.
The SME – A Typically German Phenomenon
Did you know 99% of German companies are SMEs and they employ 60% of the workforce? Often family-run and long-term focused, the “Mittelstand” drives innovation and exports. Understanding how these businesses think and buy is critical if you want to gain a foothold in the region.
Uncover How DACH Ticks
From punctuality (even 5 minutes late is too much) to the formalities of “Sie” vs. “Du,” cultural expectations can make or break deals. You’ll discover why facts and figures are essential, but also why emotional trust still matters. And most importantly – why you should never assume Austrians, Swiss, and Germans are the same just because they share a language.
GDPR-Compliant Sales
Compliance is non-negotiable. In this section, you’ll get a clear explanation of GDPR, the e-Privacy Directive, and their local adaptations like Germany’s UWG or Austria’s TKG. Plus, a special focus on Switzerland’s FADP – and why each canton has its own rules.
Real Tips for Cold Outreach in the DACH Market
We don’t just talk theory. This part shares actionable cold call templates and how to craft an opening line that actually works. You’ll also learn what disclosure obligations you must meet, and why personalization isn’t optional.
👉 Download the full guide to get the detailed templates, compliance breakdowns, and insider insights to win your dream customers in the DACH region.
