DACH Tactics #1

Each week, I’ll send you 3 real tactics that actually help you break into Germany, Austria, and Switzerland.
Not vague “localize your pitch” advice, but buyer psychology, tested outreach moves, and what no one tells you unless they’ve been in the room.

Here’s what to expect in every edition:
 ✅ 3 tactical insights
 ✅ 3 upcoming events
 ✅ 1 tool, strategy, or cultural edge to help you sell smarter

Let’s get started.

1️⃣ Germans don’t want a discovery call. They want proof.

You're offering a 30-minute Zoom to "ask about their needs.”
They’re wondering: Why didn’t you read the specs we already published?

What to do instead:

Send a 1-page PDF with:

• ✅ Problem

• ✅ Your solution

• ✅ Timeline

• ✅ Price (yes, up front)

Real talk: If your first email doesn’t include a clear offer, they assume you’re still guessing. Germans don’t buy potential. They buy preparedness.

💡 Pro tip: Avoid decks. They won’t open a 20-slide PDF unless they know you’re a match.

2️⃣ In Austria, the product doesn’t open the door. Reputation does.

You could have the best SaaS, consultancy, or export-ready product. Still won’t matter if nobody knows you. In Vienna, people make decisions based on who you’re associated with not what you’re selling.

What to do instead:

Stop cold-emailing CEOs. Instead:

• Map your network

• Find 1 respected connector someone in the Wirtschaftskammer, FH Wien, or an industry veteran.

• Let them introduce you.

No intro = no interest. Austrians will read your name, not your pitch.

💡 Pro tip: If you’re not sure who’s trusted, check who speaks at the same events as your target audience. That’s your warm door.

3️⃣ Swiss buyers want the full contract before they even say “maybe.”

They won’t tell you directly, but here’s what’s happening: While you're presenting your product, they’re mentally reviewing your:

• Scope of work

• Delivery process

• Legal structure

• Payment terms

• Risk clauses

If one thing is vague? They’ll “take it to the team” and you’ll never hear back.

What to do instead:

Send a clean, audit-ready offer before your pitch:

• Include exact numbers

• Mention your registered entity and insurance coverage

• Attach your Terms & Conditions

They don’t just want your price. They want to see if your offer can clear procurement without red flags.

💡 Pro tip: If you're improvising the pricing call, they'll know. Swiss clients don’t wing it and they expect the same from you.

🇩🇪 DMEXCO – Digital Marketing Exposition & Conference (Cologne, Germany)
📅 September 17–18, 2025
Europe’s leading digital marketing & tech expo. If you're in MarTech, AI, or SaaS, this is where partnerships are made.
👉 dmexco.com

🇦🇹 ICAIEME – International Conference on Artificial Intelligence, Energy and Manufacturing Engineering (Salzburg, Austria)
📅 August 20th, 2025
Austrian precision meets global ambition.
If you're playing at the intersection of AI, sustainability, and smart manufacturing, this is where serious minds connect.
👉 conferenceindex.org

🇨🇭 OLMA – Schweizer Messe für Landwirtschaft & Ernährung (St. Gallen, Switzerland)
📅 October 9th–19th, 2025
Switzerland’s largest public fair for agriculture, food, rural innovation, and machinery—boasting ~340 000 visitors and 620+ exhibitors.
If your product touches food-tech, agri-machinery, process automation, or sustainable supply chains, this is prime time for brand exposure and B2B connections.
👉 olma-messen.ch