DACH Tactics #3

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

This time:
You thought the price was the problem.
But in DACH, they often have the budget you just didn’t earn it.

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.

They Have Budget. You Just Didn’t Earn It.

1️⃣ Germany: Your price wasn’t the problem. Your logic was.

You sent the offer. Got no response.
You assume: Maybe we were too expensive?

What they’re thinking:
“The pricing is fine, but where’s the connection to what we actually need solved?”

German buyer psychology:

• Price only makes sense when value is clearly anchored to business pain

• Vague benefits = suspicious offer

• Emotional selling doesn’t work without hard numbers

✅ What to do instead:

• Lead with problem cost before showing your price

• Show “If you don’t act, this costs you X/month”

• Tie every feature to a pain point they named

💡 Pro tip: Add a line like “This pricing reflects the cost of NOT solving [insert pain]” it reframes price as ROI.

2️⃣ Austria: Too many options = no decision

You offered three tiers to be flexible. They chose… none.

What they’re thinking:
“I’m not sure what’s best. And if you don’t know, why should I decide?”

Austrian buyer psychology:

• More options = more anxiety

• Ambiguity feels careless, not helpful

• The expert should recommend, not crowdsource decisions

✅ What to do instead:

• Present one recommended offer, with reasoning

• If giving two options, label one as a “starting point”

• Always explain which is most relevant for them, not “most popular”

💡 Pro tip: Say “Based on what you shared, this version is what I’d do in your shoes.” It signals confidence and cultural fit.

3️⃣ Switzerland: They needed ROI, not features

You gave a slick demo. Sent the deck. They went silent.

What they’re thinking:
“Nice tool. But I don’t see how this lowers risk, saves time, or protects our margins.”

Swiss buyer psychology:

• ROI is everything — and it must be measurable

• Efficiency beats innovation

• Risk reduction beats excitement

✅ What to do instead:

• Frame every feature in terms of saved time, compliance, or cost

• Include “what this prevents” next to “what this enables”

• Share timelines for impact and when results kick in

💡 Pro tip: Swiss buyers are pragmatic. A line like “This reduces X hours/month and removes Y manual step” speaks louder than “new and improved.”

🇩🇪 Bits & Pretzels (Munich, Germany)
📅 Sept 29 – Oct 1, 2025
A founder-focused event with serious Mittelstand interest. Come for the pitches, stay for the buyers.
👉 bitsandpretzels.com

🇦🇹 Digital Days Vienna (Vienna, Austria)
📅 Oct 13–16, 2025
Smart city innovation meets digital transformation. Excellent for AI, BPO, and GovTech vendors.
👉 digitalday.wien

🇨🇭 Swiss Innovation Forum (Basel, Switzerland)
📅 Nov 27, 2025
Where Swiss corporates and investors go to de-risk innovation. Bring your numbers, not just your deck.
👉 swiss-innovation.com