Is the company you work for expanding into a DACH but you’re not sure how to be a successful SDR there?
Or have you just started a new role as an SDR in DACH and you’re not quite sure where to start?
We’ve got you.
This article is going to share everything you need to know to be a successful sales rep in the DACH market. Sharing insights from someone who’s already doing it - Kaan Gökhan! One of Cognism’s Enterprise Sales Development Reps in DACH.
Let’s jump in 👇
Understanding the DACH landscape
Understanding the marketplace in which you’re operating is the first step in building a successful outbound approach. Your outbound strategy should be tailored to the region you’re in, and not a copy and paste from your HQ country.
Understanding innovation and tech advancements
There is a general understanding that tech adoption and innovation usually take place first in places such as the US.
Then, generally, the UK follows within a year or two. And so do places like France, DACH, and other countries in Europe. But this means that tech adoption can be a few years behind places like the US.
Kaan said:
“The US tends to be very experimental when it comes to new processes and technology, but in DACH, we can be more cautious. Prospects here tend to wait until new technologies have been around a bit longer, and have worked out any errors.”
In certain industries in DACH, prospects tend to be more risk averse in comparison to the UK or US or prefer to avoid ‘unnecessary’ change. This means they may resist adopting new technologies or processes, favouring well-established systems, tools or brands.
Kaan said:
“Say, for example, you’re talking about introducing a new timestamp system for employees. DACH prospects might think, ‘okay, why don’t we have this in paper form? Aren’t we worried a digital system might be unreliable?’”
“They might be able to see the benefits, but they don’t really want to risk changing from an established process until the tool is unshakable.”
This is why anyone selling into DACH must lead with the value and reinforce the value at any given opportunity.
Also, SDRs should proactively address any potential objections with data to show knowledge of pain points and reinforce that this tool fixes these problems.
Kaan said:
“You have to show them the value right away because they will immediately look for what’s wrong with your solution before they see the good. They’re not going to take a risk unless you can clearly explain how this solves their problem and why it’s worth the change.”
This approach highlights the need for sales professionals to understand their prospects’ specific pain points and to frame their solutions in a way that directly addresses those challenges, building trust and credibility from the outset.
Understanding the decision-making process
Due to the cautious approach to B2B purchases, decision-making often involves a collective approach. This means multiple stakeholders typically participate in discussions before reaching a final decision.
Kaan explained:
“Germans tend to be more critical of new tech initially, and this is even more pronounced when you have several people involved in decision-making. They scrutinise every detail and often want assurances on areas they find lacking before they even consider moving forward.”
Before engaging a prospect, it’s worthwhile researching the organisational structure to identify key stakeholders likely to be involved in the decision-making process.
Then, tailor your communication to address the unique concerns and priorities of each stakeholder, multithreading the deal to get as many of the key decision-makers to see the value as possible.
Understanding trust and relationships
Building trust is a key component for any salesperson, but this is especially true in DACH.
Kaan said:
“You can’t just go in there and immediately try to book meetings or close deals. You need to build the seller’s credibility gradually through meaningful interactions and consistent value delivery.”
Sales in DACH is a long-term investment rather than a quick process. Trust is earned through consistency, understanding, and demonstrating a clear commitment to the prospect’s success.
Deep research into your accounts and prospects is crucial to building trust and making sure you’re prioritising people you can help. And this is especially important in DACH where relationship-based selling is what is expected.
Companies that have a strict ICP and use data signals to prioritise when to reach out to good-fit accounts will benefit from increased credibility in their outreach from the start.
Reaching the right prospect with the right value-led message can hopefully improve your resonance, and the quality of the outreach should leave a positive impression.
Understanding GDPR
The GDPR (General Data Protection Regulation) is a strict privacy law that applies across the European Union, including DACH. It governs how companies collect, store, and use personal data.
When operating in Europe in general, you need to be aware of GDPR regulations. However, in DACH, this is particularly sensitive as the GDPR can make prospects more wary of unsolicited outreach.
SDRs need to be extra mindful of data privacy regulations when contacting potential customers.
Depending on the product you sell, you don’t only need to be aware of GDPR for outreach compliance but equally in reassuring your prospects that your product is also GDPR-compliant.
Nicole Peters, Cognism’s Head of Marketing - DACH, said:
“We had to learn pretty quickly how strict DACH was about GDPR compliance. We had feedback from our MDRs that GDPR was usually one of the first questions we’d be asked.”
“We also found that saying ‘yes, we are GDPR compliant’ was not enough. We had to pull together a one-pager with our legal team to explain exactly how we acquired our data to prove we were compliant.”
This may mean working with relevant teams to create a similar document that can be shared with DACH prospects to disarm any concerns they have about working with non-compliant tools.
Understanding communication styles
Cold calls in DACH are expected to be very professional and polite. They’re also expected to be well-researched.
Kaan said:
“Before any cold call, I take the opportunity to look at the prospects’ LinkedIn profile, the company website, and if they have a company LinkedIn profile. Looking for details such as:
- What does their role entail?
- What language does this prospect speak?
- What expertise do they have?
- What do they tend to post about?
“Looking for what I can use during my call with them. Most of the time, all the information you need is laid out there for you. A lot of people don’t use that advantage.”
“Another thing I think is really important is active listening. Don’t give prospects long monologues. Instead, when they stop talking, ask more relevant questions about what they’re telling you. And tailoring your messaging depending on what they tell you.”
While no one in DACH is likely to hang up a call just because someone cold called them in English, there is an argument for speaking in German to help make prospects in DACH feel at ease faster.
Kaan explained:
“A lot of calls that come from abroad tend to be greeted with suspicion. And if the person on the other end is not speaking German, this raises even more suspicion.”
“DACH prospects, in my experience, are more likely to sort of break their walls down faster if it sounds like someone that they would know.”
This is the benefit of having local sales teams in your target regions as they’re more likely to speak the language as locals do, which can help to warm prospects up to your cold calls faster.
In terms of conversation style, communication should be direct, clear, and professional. Try to avoid overly casual language in early conversations as this isn’t the norm within most DACH workplaces.
Kaan added:
“Don’t be pushy. If someone says they only have one or two minutes, adapt quickly, deliver your value, and respect their time.”
“Get to the point quickly. Prospects often think, ‘Why is this person calling me?’ Your goal is to quickly demonstrate that your solution can help with a specific challenge they’re facing.”
Another important tip is to personalise the call as much as you can.
Kaan said:
“Address them by their name, address them with their company name, call out specific things they’re doing, pinpoint specific challenges you think they’re facing. Most people do tend to reply to that because they respect the level of detail that has gone into the outreach.”
Understanding the power of an up-to-date LinkedIn profile
LinkedIn is a very useful supplementary tool to use when cold calling in DACH. If a prospect receives a cold call from someone they don’t know, as Kaan has mentioned, it’s not unusual for them to answer with an air of suspicion.
However, if you send someone a LinkedIn request or a message prior to cold calling - and reference this, saying:
‘I’ve just sent you a connection request (or message) on LinkedIn. Seeing as this is a cold call, I thought I’d put a face to my name.’
This shows your prospect you’re a real person with a credible position at a business that could genuinely help them in their role. It also allows them an opportunity to dig into your profile and feel reassured.
Kaan said:
“Keep your LinkedIn profile as up-to-date as you possibly can. A structured profile gives the impression of professionalism, shaping a positive image in the prospect’s mind. This can be an advantage when using omnichannel approaches like LinkedIn messaging alongside cold calls.”
You could also go a step further, using other features available on LinkedIn to add personalisation and personality.
Kaan said:
“LinkedIn provides a personal touch where you can send a video or message to establish credibility and trust, which makes prospects more open to cold calls.”
“And you can use LinkedIn to research their profile, their job history, and tailor your approach to their specific needs.”
Understanding AI in DACH outreach
Similarly to any other country or region, AI can be a useful sales tool - but it should be used within reason. AI can give you a good starting point, but overreliance could cause more issues than it solves.
Kaan said:
“I use AI every day, but depending on what you’re asking it for, I’ve found it can be imprecise. You need to learn the right prompts for your sales workflow.”
“I recommend using it with caution - always edit anything that it gives you because there are often mistakes or it’s easily identified as AI scripted.”
Understanding common objections in DACH
“I’m not interested.”
This is one of the most frequent objections most salespeople will come up against. Kaan suggests probing further to understand why the prospect is not interested.
For example, asking, “Can I ask why it is that you’re not interested, is it that you already have a solution or vendor in place for this problem?” to uncover more details.
“We already have a provider.”
This might sound like a door closing in your face, but all is not lost yet. Instead, you can ask:
- “What kind of provider are you using?”
- “Are you satisfied with your current provider?”
- “How long is the contract?”
This approach shows genuine interest in the prospect’s situation while uncovering potential gaps or dissatisfaction.
“We don’t have budget for that.”
Kaan advises being professional and polite, instead asking questions such as:
- “When does your budget renew?”
- “Who is involved in setting budgets and allocating budget for new tools?”
- “If you had budget, would this kind of tool be on the shortlist for something you’d like to bring on?”
Prospects may also be guided to evaluate the long-term value of a solution, overcoming initial cost hesitations.
Always come to cold calls prepared for objections, ask insightful questions, and maintain professionalism while navigating through any resistance.
The last word
Succeeding as an SDR in the DACH market requires more than just determination - it demands a tailored approach that respects the region’s unique characteristics, business culture, and communication styles.
From understanding the cautious nature of DACH prospects to strategically leveraging tools like LinkedIn and AI, every interaction should aim to build trust, showcase value, and address objections with professionalism.
Kaan Gökhan’s insights emphasise the importance of deep research, cultural sensitivity, and effective multithreading to navigate a complex decision-making process.
Success comes from crafting messages that resonate with prospects, respecting their time, and addressing their specific pain points.
By combining meticulous preparation, value-led outreach, and a commitment to trust-building, SDRs can create meaningful relationships in DACH that lead to long-term success.
Whether you’re new to the region or refining your approach, these strategies provide a blueprint for thriving in one of Europe’s most dynamic markets.
