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The first meeting with the German client went well, in English. The second too. But at the third meeting a competitor showed up who spoke fluent German, and the conversation took on a different temperature.
Anyone who does business with Germany knows the phenomenon: it works in English, but it clicks in German.
Why does German make the difference, even though Germans speak excellent English?
Because language in German business culture is more than communication: it is a signal of commitment. Speaking German says: we take this market seriously, we are not here for a one-off deal.
Moreover, as conversations progress they inevitably move to a layer where the other party’s English becomes thinner: the technical department, procurement, the shop floor. Someone who can switch to German there hears things the English-speaking competitor misses.
How much German is enough?
The goal is rarely C1. For most commercial and technical roles, a solid B1 to B2 already makes the difference: making small talk, following a tour, writing an email that has not gone through a translation tool.
Dutch speakers also have a head start: the languages are close to each other, so the first levels come faster than with almost any other language. The pitfall is precisely that closeness: rudimentary German full of false friends does more harm than good in a formal business culture.
Want to offer business German to your team?
See how our business German training is structured: in-company, blended or individual, tailored to your industry.
How do you approach this for a sales or technical team?
Build the training around real situations from your German practice: the trade fair stand, the phone call to procurement, handling a complaint. A small group with the same goal works excellently here, supplemented by specialist vocabulary from your industry. Which format fits is covered in our overview of training formats; the choice between your own group and individual training is in the blog on in-company or individual training.
And start well before the peak season of your German business. A programme of fifteen to twenty weeks that starts in October delivers the difference on the trade fair floor in spring.
Frequently asked questions about business German
How quickly does a Dutch speaker reach B1 in German?
With three to three and a half hours of training per week, most Dutch speakers reach B1 within fifteen to twenty weeks. The closeness to Dutch significantly accelerates vocabulary building.
Is a conversation-only course worthwhile?
For employees who already have a foundation and specifically want to improve speaking skills, yes. For those starting from a low level, a more structured programme is more effective.
Do you also work with technical or industry-specific German?
Yes. Our trainers tailor the content to the sector and daily work situation of the participants. Specialist vocabulary for technical industry, logistics or the legal sector is a standard part of tailored programmes.
Not sure which level your team needs for the German market?
We are happy to think along about goal, level and training format. No obligation, proposal within two working days.
Next week: Legal English, why legal teams need a specialist approach. Previous blog: In-company language training or individual training: the HR decision.
