DACH Tactics #2

Welcome back to DACH TACTICS,

Each week, I break down what moves the needle with German-speaking buyers and how to avoid the usual missteps.

This time:
You had a good first call. Maybe even a great one.
Then… silence. Should you follow up?
Yes. But not the same way everywhere.

Because in DACH, a “quick check-in” can quietly kill your momentum.

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 into it.

Selling in DACH? One follow-up doesn't fit all.

They’re neighbors on the map, but worlds apart in buyer psychology.

Here’s how to follow up without losing face (or the deal), in:

1️⃣ Germany: Vague = Unprepared. Silence = Evaluation.

You followed up with a “Just checking in!”
They didn’t reply.

What they’re thinking: “If you truly understood our needs, you'd have come back with something actionable not empty noise.”

German buyer psychology:

• Clarity = Competence

• Ambiguity = Risk

• They respect structure, not persistence for persistence’s sake

✅ What to do instead:

Send a sharp, structured update:

• Summary of their stated needs (to show you listened

• One concrete solution or step taken (to show you moved forward)/

• One precise action step (not a vague “next call?”)

💡 Pro tip: Include a bullet like “What I may have missed last time”, it shows humility and rigor. Germans trust those who self-correct fast.

2️⃣ Austria: If the connector’s quiet, so are they.

You had a great intro call via a mutual contact.
Then nothing. You’re tempted to ping again.

What they’re thinking: “We didn’t decline. But if our trusted contact isn’t following up, why should we?”

Austrian buyer psychology:

• Trust is inherited from your introducer

• No signal from their circle = no urgency from them

• Cold follow-ups? Culturally jarring unless the path is paved

✅ What to do instead:

• Nudge the connector: “Would you feel comfortable re-sparking the convo?”

• Re-surface publicly (e.g. panel, event, local newsletter)

• Reconfirm your social proof before reaching out again directly

💡 Pro tip: A line like “Didn’t want to nudge directly before checking back with [Connector]” signals cultural fluency. Austrians notice tone.

3️⃣ Switzerland: If your follow-up isn’t audit-ready, they’re out.

You sent a recap email. Still no reply.

What they’re thinking: “Still vague. Still missing key compliance and pricing info. We can’t escalate this.”

Swiss buyer psychology:

• Decisions are slow by design and vetted across compliance, legal, finance

• Precision and completeness are non-negotiable

✅ What to do instead:

• Include your legal entity, VAT number, and data protection policy

• Reference your ISO certifications or third-party audit reports

• Offer two pricing models: one fixed, one scalable

💡 Pro tip: Swiss buyers rarely say “no” they just quietly drop you if your materials don’t meet the invisible checklist.
Treat your follow-up like it’s already going to procurement.

🇩🇪 IFA Next – Reshape (Berlin, Germany)
📅 September 5–9, 2025
IFA Next is the innovation hub of IFA Berlin, showcasing future technologies, startups, and research institutions.
👉 ifa-berlin.com/ifa-next

🇦🇹 Technology Talks Austria (Vienna, Austria)
📅 September 11–12, 2025
Technology Talks Austria is a high-level innovation conference hosted at MuseumsQuartier in Vienna, bringing together leaders from research, industry, and policy to discuss Europe’s tech competitiveness and future innovation strategies.
👉 technologytalks.ait.ac.at

🇨🇭 Global SME Summit Davos (Davos, Switzerland)
📅 September 3–5, 2025
The Global SME Summit in Davos brings together small and medium-sized enterprises (SMEs) from around the world to discuss key challenges and opportunities, foster collaboration, and promote innovation.
👉 globalsmesummit.org