BOSCH | VAN DER MEULEN

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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MARKET ENTRY · Germany · B2B

Enter the German Market: Gain Insight. Act with Purpose.

BOSCH | VAN DER MEULEN helps international companies identify realistic business opportunities in Germany, reach key decision-makers and develop sustainable business – combining strategic advice with hands-on commercial support.
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Explore our Services
Business Development in Germany – structured, pragmatic and effective.

25+

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

years of experience in the German B2B market

 
 
 
 
 
 
 
 

BASED IN SOUTHERN GERMANY

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

In the Rhine-Neckar metropolitan area

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

MSc. IN ENGINEERING & MBA

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

We understand both technology and business

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
MARKET ENTRY · GERMANY · B2B

Enter the German Market: Gain Insight. Act with Purpose.

BOSCH | VAN DER MEULEN helps international companies identify realistic business opportunities in Germany, reach key decision-makers and develop sustainable business – combining strategic advice with hands-on commercial support.
Request a consultation
Explore our Services
Business Development in Germany – structured, pragmatic and effective.

25+

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
years of experience in the German B2B market

BASED IN SOUTHERN GERMANY

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

In the Rhine-Neckar metropolitan area

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

MSC. IN ENGINEERING & MBA

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

We understand both technology and business

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
02 – Challenges

Germany offers great opportunities – but rarely any shortcuts.

Many international companies underestimate the German B2B market. Sometimes there is no product-market fit. More often, the problem lies in mistaken assumptions about decision-making processes, buying criteria and sales cycles.
Typical situations we encounter in practice:
  • A compelling product, but no access to the right decision-makers
  • Initial conversations, but no solid sales pipeline or closed deals
  • Overly optimistic revenue forecasts and timelines for the German market
  • The impact of differences in business culture is underestimated
  • Investments in local staff and operational infrastructure before the market potential has been validated
The German market rewards substance. What matters is a realistic approach, a clear and credible value proposition, and the financial staying power to see lengthy business development and sales cycles through.
03 – Services

Four services for market entry and growth in Germany.

Discuss Market Potential

01Market Analysis and Reality Check

Goal: Provide a sound basis for investment decisions
We analyse the market, competition and addressable target customers. Assumptions about pricing, customer value and sales potential are tested against market feedback.
Result · A clear go/no-go recommendation and the most appropriate next steps.

02Customer Acquisition and Sales Development

Goal: Generate meaningful conversations and build an initial sales pipeline.
We identify suitable target companies and decision-makers, conduct or support direct customer outreach and participate in sales and strategic discussions. We put particular emphasis on securing pilot projects and initial orders that can serve as customer references – often a crucial step in establishing a foothold in the German market.
Result · Tangible market feedback, qualified contacts and potentially one or more reference customers.

03Representation and Operational Presence

Goal: Develop business in the German market without immediately having to invest in local sales staff and offices.
BOSCH | VAN DER MEULEN represents your company in dealings with customers and partners and establishes a local presence. We provide flexible business development support through clearly defined assignments, with the scope and duration tailored to actual market developments and business needs. We generally work on an hourly or project basis, not on commission.
Result · A faster start with limited risk and fixed costs.

04Sales Optimisation and Training

Goal: Align existing sales activities with buying behaviour and decision-making processes in the German B2B market.
We analyse existing sales approaches, identify weaknesses, integrate the German customer perspective and improve value communication, conversation and negotiation skills.
Result · A more targeted sales approach that takes the expectations of German decision-makers into account and can be implemented consistently by your team.
04 – External Support

Start faster.
Decide with confidence.
Control risks.

Building your own sales organisation is costly and time-consuming. With external support, you can test market potential and possible approaches under real market conditions before committing to your own organisation.
  • Established network: You benefit from relevant contacts and local market knowledge that facilitate access to the German market and potential customers.
  • Sound reality check: You can test your assumptions before committing to major investments.
  • Manageable risk: You develop your market and customer base step by step, keep fixed costs manageable and scale your investments in line with the growth of your business in Germany.
  • Additional resources: Your business development in Germany receives the attention and support it needs without diverting resources from your core business.
  • Support for your existing organisation: Even if you already have your own organisation in Germany, you can benefit from our external support. We can help you improve your existing sales activities or provide additional sales capacity.
05 – Target Audience

For companies that are serious about Germany.

Working together makes particular sense if you…
  • want to pursue your market entry or growth goals in Germany in a structured and realistic way,
  • want to make decisions based on solid data and honest market feedback,
  • have an offering with sufficient substance and clear added value for potential customers,
  • are prepared to provide the resources a successful market entry requires,
  • want to involve external expertise not only in an advisory capacity but also in hands-on business development.

We are not the right partner for companies that are not committed to approaching the German market in a structured way.

06 – Cases

Experience in
complex B2B markets

Our work combines market analysis, strategy and hands-on commercial support. The following project examples show how we have helped our clients with market entry and sales development in Germany.

Frei ist Frei

Healthcare and flexible staffing
Assignment · Market access, sales and project management in Germany.
Result · The project led to the establishment of an independent consultancy. We are a shareholder in the company and Peter van der Meulen serves as one of its two managing directors.

Logis.P

Digital patient flow management in the DACH market
Assignment · Representation in Germany. Initially, adapting the solution to the requirements of the German market and securing the first customers (early adopters).
Result · Secured key customers who recognised the solution’s potential and worked with Logis.P to adapt it to the German market.

Feile Sylvania

Lighting solutions
Assignment · Go-to-market concept and support for the launch of the LOGIC financing programme for commercial lighting solutions in Germany and the Benelux countries.
Result · Completed go-to-market concept and training of the sales teams.

Philips Automotive Lighting

LED lighting solutions for the automotive industry
Assignment · Responsible for business development with German car manufacturers. Technology ambassador for LED lighting solutions. Identifying and developing new design-in projects.
Result · As part of a three-person commercial team, I played a key role in securing the largest LED business deal in the company’s history up to that point.

07 – Expertise

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Practical experience,
an international perspective and
a solid knowledge base.

YOUR CONTACT IN GERMANY

Peter van der Meulen

Peter van der Meulen holds both Dutch and German citizenship. He spent several years working in the USA and Asia and combines this international perspective with a deep understanding of German sales and decision-making processes, developed over more than 20 years of professional experience in Germany.

He holds an engineering degree from Delft University of Technology and an MBA from Mannheim Business School, and is a lecturer at FOM University of Applied Sciences in the fields of marketing, sales management and international strategy.

He is based in the Rhine-Neckar metropolitan area, centrally located between the economic regions of Frankfurt, Stuttgart and Munich.

Dipl.-Ing. TU Delft
MBA Mannheim Business School
LECTURER, FOM UNIVERSITY
WHAT CLIENTS VALUE ABOUT WORKING WITH US
  • Our realistic and pragmatic approach to balancing potential, effort, risk and timelines
  • Our honest assessments
  • Reliable representation of our clients' interests, for example in customer meetings and negotiations
  • Our focus on results rather than presentation-driven consulting
  • Our flexible support tailored to our clients' needs and our transparent way of working
  • Our local presence and effective network, especially in southern Germany
  • We speak German, English and Dutch

08 – Contact

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

Let's find out what the best next step is for your business in Germany.

In an initial conversation, we discuss your current situation and your goals for the German market. We explore potential challenges and establish whether and how we can support you with your next steps.

 
 
 
 
 
 
 
 
 
 
 
 
 
 

Peter van der Meulen

 
 
 
 
 
 
 
 

Lindenstraße 13, 67433 Neustadt an der Weinstraße

+49 (0) 6321 996 45 98
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09 – FAQ

 
 
 
 
 
 
 
 
 
 
 
 

Frequently asked questions about entering the German market

Our collaboration is particularly effective when your company offers a product or service with credible customer benefits and competitive potential in the German market, and is looking to enter the German market systematically or take targeted steps to strengthen its business in Germany.

 
 
 
 
We are already active in Germany. Can you still help?
Yes. A more systematic approach to selecting target customers, better access to decision-makers or sales arguments more closely aligned with German purchasing criteria can often make a significant difference.
That depends on the product or service, the industry, the target customers and the sales cycle. During our initial conversations, we will determine what information is needed to make a realistic assessment. As a general rule, the German B2B market is highly demanding. International companies often underestimate how long it takes to build brand awareness, earn trust and establish solid business relationships. Be prepared to be patient.
Not necessarily. Working with us on a project basis allows you to explore the potential of the German market under real-world conditions and build initial customer relationships. This helps you decide whether setting up your own operation in Germany makes business sense. As your business grows, having your own local office offers significant advantages. It makes dealing with German legal, tax and employment matters easier and sends a positive signal to customers and business partners.
Yes. Depending on the project, our support ranges from identifying and approaching target customers to participating in or conducting sales meetings and negotiations.

Chambers of commerce and government agencies are important first points of contact for companies looking to do business in Germany. They provide information, guidance, networks and assistance with legal, fiscal and administrative matters.

Our services go beyond this.

In addition to providing advice, we take on practical business development and sales activities in the German market. We identify potential customers, approach them directly, support business meetings and negotiations, manage initial projects and act as our clients’ local representative in Germany.

While chambers of commerce and government agencies primarily help companies enter the German market, we help you systematically develop and grow your business in Germany over the long term.

 
 
 
 
 
 
 
 
 
 

No. We work on an hourly or project basis rather than on a commission model like commercial agents. Our clients typically sell complex products and services that require a consultative selling approach.

Purchasing decisions can take anywhere from several months to over a year, often involving market preparation, relationship building, and an initial pilot project. While our clients need to make this upfront investment themselves, we help them achieve a return as quickly as possible.