Observe how a very intelligent young man by the name of Harry Sonneborn persuades Ray Croc to fundamentally change his business model re: McDonald’s.
“Buy before too late!“
When Americans sell too energetically Germans find it a bit crass, loud, unpolished. I see in my mind’s eye a certain kind of television advertising in the U.S. Evenings. Six p.m. A local station. A local car dealership. The owner him-/herself, with his face up close to the camera, in a loud voice: “This is the greatest deal of the century. Buy fast, folks, before it’s too late!”
Or I think of the famous, and often infamous, television evangelical preachers of the 1980s and 90s, with tears in their eyes asking their audience in the church and in their living rooms to “speak directly to God” – via an 1-800 telephone number – and make a donation.
What Germans do not understand, and reject (often vehemently), is the caveat emptor (let the buyer beware) approach in the American business context. The difference between the German Auskunftspflicht and caveat emptor is dramatic and leads to significant misunderstanding and irritation.
What surprises, throws off balance, and can anger Germans is when Americans while selling their product, service, concept or idea only mention its strengths, even though the Germans sense, or even know, of its weaknesses.
They often notice immediately when Americans exaggerate the positive and either play down or leave unmentioned the negative. And if the negatives are mentioned, then as if by some magic they can actually be converted into strengths, if understood and managed properly.
Depending on how much experience Germans have working with Americans, the caveat emptor approach can lead to indignation. At a minimum Americans can be viewed as being tricky, clever, in some cases even as lying.
“Super common with this breed”
The vet should have stopped after she got the dog-owner to accept the first three. Here are some funny comments:
“for anyone who thinks that eye removal joke is an exaggeration my mom’s yorkie almost had her eyes removed by the vet after years of treatment when another vet cured them easily with some drops and a cream”
“Sounds surprising similar to the last time I took my car in to the mechanic for a “general check-up.”
“When my dog started to have trouble walking the vet touched his belly for like one minute and told me he only has 3 months to live. Charged me $80 for it. He did die 3 months later tho so thanks for the heads up”
“Always be closing!”
This is a famous scene with Alec Baldwin from the movie Glengarry Glen Ross. Brace yourselves. This scene is very intense and includes vulgar language. In the American business context persuasion is sales, and sales is persuasion.
Forget “keep it simple”
Frankfurt. Handelsblatt. September 13, 2025. Forget “keep it simple”: according to a recent study (in Germany), start-up founders raise more funds when they express themselves in a more differentiated way. What makes a good pitch.
When start-up founders want to convince investors of their idea, they often receive the same advice: keep it simple. Messages should be as clear as possible, with few foreign words and no frills. However, a new study by researchers at the Technische Universtät Dortmund, the Universtät Passau, and the Technische Universtät Munich, published in the journal Entrepreneurship Theory and Practice, shows that it’s not quite that simple.
According to the study, the use of cognitively complex language leads to greater financing success: those who expressed themselves in a more linguistically sophisticated manner during their pitch received an average of more than seven percent or approximately $125,000 in additional investment in the twelve months that followed.
“Stop sugarcoating”
November 12, 2024. Bill Anderson, CEO of Bayer, reports on the company’s progress. A video with the title “90 days in 90 seconds.”
However, many Germans were not convinced. Not because Germans are mean people. Not because Germans are negative, destructive, or pessimistic. But instead, because they have a different approach to persuasion. How they persuade. How they allow themselves to be persuaded.
See the Anderson-video and the comments on LinkedIn. Here are some of the German comments:
“Dear Bill Anderson: I know that you have a difficult job, and I don’t want to blame you for the mistakes of your predecessors. Nevertheless, you should be able to honestly tell employees, shareholders and the German public, how things are going at Bayer. Your above statement is in my point of view misleading and irresponsible.
Bayer’s existence is threatened and you and the top management (seem) have not yet understood this. Stop being the Olaf Scholz (German Chancellor) of the German industry and please switch from Disney Land mentality to the necessary crisis mode. If you and management are unable to recognize, communicate and resolve the realities, please clear the way for leaders who can. And please stop sugarcoating terrifying realities ASAP!!!”
The commenter is a Ph.D. university professor in Pathology and Immunology. And the commenter is a German who has also become an American citizen.
Another comment from a German on LinkedIn: “‘We’re making great progress in some areas.”‘ You cannot be serious! The share price is at a 20-years low. It is true that you cannot be blamed for your predecessors’ mistakes, but where was the share price at, when you started as CEO at Bayer?”
And this from a Bayer-employee: “With this performance and a drop of more than 10% in share price today, I would be surprised if you survive another year as CEO. Be honest and inform the public that the Bayer Monsanto merger is a huge insolvency risk. It is time for a rescue plan to save at least parts of the company.” The commenter is German.
Inform vs. Sell
In the U.S. business world to persuade means to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is then asked to make a decision. Americans ask the so-called closing question in a direct and frontal way. Americans sell. Examples
Inform vs. Sell
German Approach
In the German business world to persuade means to inform persuasively. The line of argumentation guides an audience to its logical conclusion. Selling the conclusion should not be necessary. Germans don’t ask the so-called closing question in a direct and frontal way. Germans don’t sell. Examples
American Approach
In the U.S. business world to persuade means to sell persuasively. Persuasive argumentation leads the audience to a choice. The audience is then asked to make a decision. Americans ask the so-called closing question in a direct and frontal way. Americans sell. Examples
American View
From the American perspective Germans don‘t sell. They only inform. Germans give long-winded, fact-filled, complicated, gray academic lectures. And Germans don’t ask for the sale. The audience is left hanging. “Why don’t they ask for the sale?”
German View
From the German perspective Americans sell. They all too often put on a show. Americans don‘t persuade. Information is not presented in a professional way. The audience is confronted with either buying or rejecting. This can make Germans feel uncomfortable.
Advice to Germans
Overcome your inhibition to recommend a clear choice (your choice) among the options. Make the sale. Ask for the order. Your American audience is waiting for you to do it. The worst that can happen is that you‘ll get a no. Life will go on. Or keep trying, keep asking.
Advice to Americans
Do not confront your audience with the buy-question. As Americans you can easily come across as a pushy used-car salesman. Take almost a take it or leave it attitude. Besides, Germans seldom make important decisions based on a presentation.