Growth Bites #3: Do’s and Don’ts for Sales Decks Targeting the German Market
Growth Bites: Do’s and Don’ts for Selling in the German Market
with Frank Petry – CEO of PECON and Thundermountain, Managing Director & Founder of EuroTechInnovation
Welcome to Growth Bites – your go-to series for short, sharp, and actionable insights from expert-led sessions. Each edition distils practical takeaways from leading voices in our ecosystem, so you can apply them directly to your growth journey.
In this episode, we’re joined by Frank Petry, a seasoned entrepreneur, multi-founder and investor with over three decades of experience across German corporates, SMEs, and startups. He shares what founders get wrong and how to get it right when preparing sales decks for the German market.
✅ DO: Pitch Like a Pro, Not a Performer
German buyers don’t want a show; they expect structure.
Your deck should follow a clear, professional flow:
Start with a sharp executive summary
Lay out the problem, solution, market, and traction
End with a direct, unmissable ask
Forget the punchy slogans. Think proof, not potential.
When it comes to design:
Keep it clean
One idea per slide
No animations, no clutter
📌 Rule: Structure wins. One idea per slide. Proof over promises.
❌ DON’T: Hype Your Way In
No one’s buying “game-changing”, not here. “Revolutionary”? That won’t land either.
German buyers are sceptical of vague claims. Instead:
Show numbers, case studies, and outcomes
Provide third-party validation
Be clear, realistic, and specific
🎯 Trust is built on what’s proven, not what’s promised.
Less hype = more credibility
✅ DO: Localise Everything
If you want traction, speak their language literally. English might open the door. German gets you in the room.
A translated deck isn’t optional, and AI tools won’t get you far on their own. The same goes for your company profile, website, and any follow-up material.
Even better? A German address, a local phone number, or a German-speaking rep. Small touches that unlock big trust.
📌 Translation isn’t just a task,
it’s a trust signal.
❌ DON’T: Gloss Over Risk
Trying to hide risk? That’s a red flag.
Germans don’t want the fastest; they want the safest. Sales decks should reflect long-term thinking.
Be upfront:
Show risk areas and how you mitigate them
Include compliance and certifications
Share your quality assurance process
📌 Transparency earns confidence. Evasion kills deals.
✅ DO: Respect the Culture
Germans expect professionalism, especially in B2B. If you’re underdressed or overly casual, you’re already behind.
That means:
Keep the tone formal
Dress for the room
Speak directly and respectfully
Avoid time-limited offers and pressure tactics
🎯 Wrap-Up
Aggressive sales tactics? Time-limited deals? Save them. Germans prefer thoughtful evaluations, not pressure.
The German market doesn’t reward noise. It rewards clarity, credibility, and intent.
If your messaging is structured, localised, and focused on long-term value, you won’t just get noticed, you’ll get trusted.
Growth Bites brings you what works, so you can move forward with credibility, not just ambition.
Navigate to your Next Big Thing.
Whether you’re building a startup, scaling a company, or growing your career — NBT helps you unlock what’s next.