ZVRK

Enterprise Account Executive

Valued Contributor

Selling in the DACH and Scandinavian regions (Germany, Austria, Switzerland, Norway, Sweden..)

Savages, help a savage out :)

Some context first. I`m an enterprise SaaS AE in the HR Tech space, for a software development company. ICP is large enterprise organizations, any industry as long as they have some 5,000+ employees.

I am not assigned a territory so I work with any lead that comes from SDR, inbound, Partnerships etc. I`m here almost 3 years, and have closed customers from USA, Canada, Argentina, Italy, Spain, the Middle East, but NEVER from the DACH and Scandinavian countries..

My pipeline is not full of leads from these regions, but i get them occasionally.

Anyways, what I`m trying to learn from the community here - if you`re selling in this region, what are some general rules of conduct here, what works in terms of communication styles adapted to the culture of this region?

I`d love to hear form anyone with hands on experience in closing big deals in the region.

✍️ Sales advice

9

12 comments

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braintank

Politicker

4

Enterprise Account Executive

I wouldn't get too hung up on it. Are you based in the US?

ZVRK

Politicker

1

Enterprise Account Executive

Based in Europe, that’s what makes it more annoying too :)

braintank

Politicker

1

Enterprise Account Executive

One will come eventually

Sunbunny31

Politicker

2

Sr Sales Executive 🐰

Go watch Lilyhammer to get a sense of the region.

In all seriousness, like braintank says, don't get hung up. Follow their lead and just be straightforward in your speech and communications. Watch idioms, as they often don't translate well. You just want to be clear.

ZVRK

Politicker

1

Enterprise Account Executive

Woah, didn’t even know this show excites, googled it - looks really interesting, will give it a shot, thanks!

Sunbunny31

Politicker

0

Sr Sales Executive 🐰

It is really, really funny. Particularly if you like Van Zandt. And who doesn't like Stephen Van Zandt? Filmed in Norway, too. Binge over the weekend, and let me know what you think.

Kosta_Konfucius

Politicker

2

Sales Rep

I would prep by watching Mattson scenes in succession

Fenderbaum

Politicker

2

Retired Choirboy🪕

I know they don't like loud talkers. Honest and direct communication is a must in Norway. No need to overthink it, just be courteous and respectful.

ZVRK

Politicker

1

Enterprise Account Executive

That’s something I’ve observed too, they also seem not to be as willing to considering new ways of doing things as decision makers in the US for example, maybe that’s one reason I’m seeing less results..

Maximas

Tycoon

1

Senior Sales Executive

Don't think there's a much difference between dealing with em and any other region.
It just might take some time to get used to em as you got used to people from other countries.
General tips here are to be friendly, nice, not pushy and finally try to speak slow and clear to ensure mutual understanding!

Dlinius

Executive

1

Enterprise Customer Account Exec

For DACH, be direct, to the point and don’t beat around the bush. They will ask you about details so don’t think you’ll get away with standard corporate decks from US companies.

Data privacy is a big thing. Germany has stron Workers Councils that need to approve any new tech. Better make sure you’re 100% GDPR proof and that you can’t analyse / stack rank the performance of individuals in that market or have ways to keep that to a tiny set of users.

Germany & Austria tend to be quite hierarchical. I.e Austrians sometimes want you to name their titles in emails (crazy, I know). Switzerland is less hierarchical in general but has different shades of doing business depending on where you sell (French speaking region, Italian speaking region or Swiss German region)

pirate

Big Shot

0

🦜☠️ Account Executive

Nordics:
Iceland & Denmark - pitch like your life depends on it. Haggle like there's no tomorrow. Be ready to discount to levels you have never done before or at least make it seem like it. Go straight to executives. Then when they renew, they will change with no problem to the other vendor if they're not happy.

Norway/Finland/Sweden - Will ask for discount once and then disappear into the oblivion. Your first price has to be almost the best one you're willing to give. Do not "pitch" or ask trap questions. Ask about them and tell extremely well what you offer. Start from low levels and they will champion you like no tomorrow. C Level will not likely engage with you straight away. Your every message must have value. Not hey just following up. If you get a lead, they do want to talk which is huge. Loyal as customers.

DACH: be direct, be open about everything. Little pitching and little traps but not much. English skills are not as great as in Nordics so be sure to simplify the terminology you use or say something in a different way. GDPR, GDPR, GDPR

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