From AI-Driven Outreach to Key Accounts: Why Senior Sales Expertise Matters

As 2026 draws to a close, one milestone stands out: PBS Sales was honoured with the IUCAB George Hayward Award 2026 through its founder and Managing Director Werner Poiger, recognising his approach to international sales, innovation and the early adoption of AI tools.

The award raises a practical question for manufacturers entering new markets or diversifying into other industries: what does it take to turn first contacts into lasting business?

We asked CDH (Centralvereinigung Deutscher Wirtschaftsverbände für Handelsvermittlung und Vertrieb, the German association of commercial agencies and sales companies) for its perspective. Representing around 35.000 independent B2B sales businesses in Germany, CDH nominated Werner Poiger for the award. Its answer highlights market knowledge, technical understanding and an integrated approach to business development. Werner adds the ingredient he considers decisive in today’s changing market: senior sales competence.

A Strong Product Is Not Enough to Win a New Market

From CDH’s perspective, professional international market development is becoming increasingly important for German manufacturers: products and technical solutions alone are often not enough to gain a successful foothold in a new market. This is not only true for German manufacturers – manufacturers worldwide face the same challenges.

“It takes knowledge of the respective market structures, customers, applications and distribution channels, as well as a partner who understands these requirements on the ground or in the respective market and can translate them into concrete business opportunities,”

Professional commercial agencies and sales companies combine product and industry knowledge with market knowledge, identify suitable customers and applications, and can support manufacturers in developing new markets.

How Can Manufacturers Diversify Into New Industries?

Industrial manufacturers are under growing pressure to diversify their customer base and explore opportunities beyond their traditional markets and industries.

According to Strategy&’s Automotive Supplier Study 2026, revenue among leading automotive suppliers declined by 3% in 2025, while Chinese suppliers nearly tripled their global market share between 2015 and 2025.

As a result, diversification into new sectors has become a priority for many manufacturers. In its Spring 2026 Pulse Check, the European automotive suppliers’ association CLEPA reported that 40% of surveyed suppliers were increasing their exposure to non-automotive sectors. The Cross Industry Area at IZB 2026 further reflects this trend, connecting automotive expertise with defence, medical technology, urban technology and the circular economy.

For manufacturers exploring new industries, technical capabilities may be transferable, but identifying decision-makers, understanding customer requirements and establishing business relationships present new challenges. AI tools can help with the first step. Werner Poiger explains where they reach their limits:

“AI-driven outreach tools now make it possible to approach prospects at scale as never before. Are AI agents able to take over the entire sales process though? I strongly doubt that. Just as call centres never replaced sales experts, AI won’t replace the judgement, persistence and relationship-building skills needed to turn initial contacts into qualified enquiries, orders and lasting key accounts.”

The technical understanding of our experienced Key Account Managers, extensive B2B sales experience and established industry networks help identify opportunities and develop new business across markets and industries. Our key account managers have already experience and connections in many of the sectors manufacturers are now diversifying into, including aerospace and defence, medical technology, energy and rail.

The combination of senior sales competence and modern tools is central to how PBS Sales supports manufacturers and technology companies worldwide, whether entering new geographical markets, diversifying into other industries or developing existing customer relationships.

Senior Competence Includes Knowing How a Market Thinks

In international sales, seniority also means understanding how people in the target market do business.

“In our view, an internationally active company like PBS Sales is best placed to answer, from its day-to-day practice, which markets and challenges are currently particularly relevant. It is important to understand the market and how people abroad act. Knowledge of people’s culture and mentality is very important.”

In the DACH region, PBS Sales’ professionals bring native-level or highly proficient German language skills and fluency in at least one additional language. Together with their understanding of local business practices and established networks, this helps manufacturers communicate with decision-makers and develop lasting relationships.

For companies considering diversification or international expansion, PBS Sales follows a four-phase process: Preparation, Launch, Business Development and Account Management. From understanding the manufacturer’s products and target markets to acquiring customers and developing long-term accounts, the process combines personal expertise with digital tools.

AI supports this approach without replacing experienced professionals, always within the confidentiality requirements agreed with each client.

Looking Ahead to 2027

As manufacturers explore new markets and industries in 2027, technical expertise, local market knowledge and senior sales competence will remain essential. AI and digital tools can accelerate outreach, but turning opportunities into lasting customer relationships still depends on experienced people.

Planning to enter a new market or diversify your business in 2027? Talk to me.

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