Werner Poiger

Founder & Managing Director | PBS Sales

Werner Poiger is the founder and Managing Director of PBS Sales, a sales outsourcing and business development company headquartered in Munich, Germany. Since founding PBS Sales in 1993, he has built it into an international sales organisation with 28 sales experts who help manufacturers of technical components and systems win key customers in Germany, Europe and the USA. In 2026, he received the IUCAB George Hayward Award as Commercial Agent of the Year.

Passionate, strategic and results-oriented sales executive
30+ years’ track record in developing new markets, segments and customers
Strong leadership skills; motivating & managing a team of top-performing technical sales managers to generate growth
Excellent inter-cultural communication skills to successfully drive international projects
Exceptional network and long-term client base
A dynamic, reliable pathfinder – ready to explore new business trails & peaks at any time

I love being an entrepreneur. Taking the opportunity I was given in 1993, I started my own company as a one-man show and grew it into an experienced sales organization that operates globally. PBS Sales serves clients who want to expand in either their home market or worldwide. Identifying opportunities, mastering challenges and achieving new growth for my clients is what drives me.

Connect with Werner Poiger

IUCAB George Hayward Award 2026

In May 2026, Werner Poiger received the IUCAB George Hayward Award 2026 as Commercial Agent of the Year. The international award recognises his outstanding entrepreneurial achievement, strong international business development and the early adoption of artificial intelligence in sales processes. PBS Sales was nominated for the award by CDH, the German association for commercial agents and sales companies.

Werner Poiger (second right), Sandra Berger and IUCAB representatives at the IUCAB George Hayward Award 2026 ceremony

IUCAB George Hayward Award 2026 – Commercial Agent of the Year

PBS Sales and CDH representatives at the IUCAB George Hayward Award 2026 ceremony

IUCAB George Hayward Award 2026 certificate for Werner Poiger

Career and Background

Work experience

Managing Director, PBS Sales, 1993 – present

Founder and owner of a leading German sales agency for technical components, systems & software applications.

Identify, develop and secure new markets and customers across Germany, Europe and the US.

Industry focus

Automotive, mechanical and plant engineering, drive technology, agricultural machinery, commercial vehicles, construction machinery, rail, aerospace, defence, retail and ICT & application software.

Key contacts

Decision makers in purchasing, supplier development, QA/QM and application engineering at OEMs and system suppliers.

Awards & Memberships

IUCAB George Hayward Award 2026 – Commercial Agent of the Year.

Long-standing member of CDH, the German association for commercial agents and sales companies.

International Experience

International business development and client projects across Europe, the USA, Brazil, China and Korea.

Early international experience through internships in Johannesburg, South Africa (1990) and New York State, USA (1992).

Education

Engineering and management degree from the University of Applied Sciences, Munich.

Languages

German (native), English (business fluent), Portuguese (basics), French (basics).

Interests

Family, father of four children.

Working with foreign cultures, travelling, skiing, cycling, Japanese culture and food.