Export Markets for German Marking Solutions

My client is a company that has specialized in solutions for marking technical products for many years. Although the company had been very successful in its niche market for many years, it had focused strongly on technical development and the needs of the German market.

After a change in management, the focus shifted to developing new business segments and markets. Through a recommendation, we were given the opportunity to develop and implement an international growth concept with the company.

Market analysis and strategic market entry in Europe and the USA

Thanks to my extensive language skills and experience in the area with the relevant technical material groups, I was selected as the key account manager for the various European markets. My colleague in North Carolina took on this task for the North American market.

Together with our client, we first analyzed the German market segments in which he was particularly well represented. Then, we then looked for corresponding markets and key customers in other European countries. On the one hand, we had to research new target customers, while on the other hand we could leverage our existing OEM and supplier network.

Long-term customer relationships and local sales work

Developing new business in such a specialized environment is a constant challenge. The advantages of the quality product must be explained to each customer and in each country.  Expectations and demands placed on new suppliers or products differ greatly within Europe. In Germany, for instance, technology and quality are the top priorities, whereas in other European countries building good business relationships and trust are often the decisive factors in winning an order.

While we have taken on a key account role with many clients, we continue to acquire new customers in this case. Sometimes, I work with the manufacturer’s sales team in the local office to process international inquiries. I participate in trade fairs and other sales activities for the client and visit potential new customers and existing key customers together with management. I am responsible for monthly reports, annual sales events, budgeting and forecasting for our target customers.

I am very happy about this long-term cooperation.

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