I’ve spent years working with international companies that want to collaborate with German clients and partners. Many of them have strong products, experienced teams, and solid references – yet still struggle to gain traction in Germany.
In most cases, the issue is not price or quality. It’s avoidable friction in communication, expectations, and professional behavior.
The good news: these misunderstandings are rarely intentional.
The bad news: even with the best intentions, certain behaviors are almost guaranteed to test a German’s patience – and quietly damage trust.
This article is based on real‑world experience. It’s written with a sense of humor, but the observations are serious. If your goal is to build credibility, avoid unnecessary friction, and close business in Germany, these are things you may want to avoid.
1. Waste Their Time
If there is one reliable way to annoy a German business partner, it is wasting their time.
Time, in the German business mindset, is a finite resource. Once it’s gone, it’s gone. Meetings are usually approached with a clear expectation: I am investing my time – what is the purpose and outcome?
Showing up without:
- a clear agenda
- an understanding of your counterpart’s role
- a concrete reason for the meeting
and hoping to “just get to know each other” rarely works. In the worst case, this is perceived as unprofessional. In the second‑worst case, as disrespectful.
What works better:
Be clear about why you are meeting, what you want to discuss, and what value the conversation should create – for both sides.
2. Cover Up Problems and Say “We Can Still Fix It”
Another reliable way to irritate German clients is trying to soften bad news – or worse, hiding it.
If something goes wrong, is about to go wrong, or might go wrong, tell them. Early.
Missed delivery? Say it.
Deadline at risk? Say it.
Supplier messed up? Say it – even if it wasn’t your fault.
German clients typically prefer bad news early over optimistic silence. Early information allows them to:
- adjust their own planning
- activate alternatives
- inform their customers
A vague “we can still fix it” without acknowledging the impact is rarely reassuring. An apology, or at least a clear recognition of the problem, goes a long way.
3. Ask Personal Questions Too Early
Questions that are considered friendly small talk in other cultures can feel intrusive in a German business context – especially early on.
Topics best avoided:
- marital status
- children
- salary or income
- health and digestion (yes, really)
The focus is usually on the task at hand. Personal topics may come later, once a relationship exists – or not at all.
Even the well‑meant “How are you?” can trigger a moment of hesitation. Germans tend to interpret it literally and briefly assess how they are actually doing.
If in doubt, the weather remains a safe and widely accepted alternative.
4. Confuse Professionalism With Flirting
This deserves its own section.
Complimenting a female business partner on her appearance, commenting on attractiveness, or bringing flowers as a “welcome gesture” is not charming in a German B2B context. It is more likely to be perceived as unprofessional or uncomfortable.
The person across the table is there because of their role and expertise – not their looks.
Yes, cultural norms differ. What may be polite or expected elsewhere can feel inappropriate in Germany, especially across cultures where intentions are easily misread.
Basic courtesy still applies:
- hold the door (for everyone)
- keep appropriate physical distance
- don’t walk two meters ahead unless you’re the only one who knows the way
Everything else is best kept strictly professional.
5. Underestimate How Seriously This Is Taken
Many of these points may sound obvious. In practice, they are still among the most common reasons why otherwise promising business relationships struggle in Germany.
The good news: Once trust is established, German business relationships tend to be stable, direct, and long‑term.
Want to Avoid These Pitfalls in Your Own Business?
If you work with German clients – or plan to – and would like a pragmatic, local perspective on your communication and outreach approach, I’m happy to help.
I work with international B2B companies to navigate German business culture, avoid costly misunderstandings, and build productive relationships.
Get in touch 📩 hello[at]andra-ibf.com or connect with me on LinkedIn.