inform vs. sell – understand-culture

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.

“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.

“Whaddya say, Ray?”

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.

Citibank survey

A recent survey of Citibank branches in four countries (the United States, Germany, China, and Spain) was conducted to determine the most effective persuasion methods for employees to use in order to convince their colleagues to do a favor for them. All four countries had very different results.

The survey showed that Americans are more likely to be persuaded to help their colleagues if there’s something in it for them, or if they owe their colleagues a favor. They tended to ask questions like “What will I get out of this?” and “What has this person done for me?”

Germans, on the other hand, were more likely to be persuaded to help if the favor stayed within the rules of the organization. They tended to ask questions like “According to the official regulations, am I supposed to help?”

“Interest not Reason”

“Would you persuade, speak of interest, not of reason.” Benjamin Franklin, 1706-1790, statesman, scientist, and philosopher

“There is nothing in the world like persuasive speech to fuddle the mental apparatus.” Mark Twain, 1835-1910, author and satirist

“People don’t ask for facts in making up their minds. They would rather have one good, soul-satisfying emotion than a dozen facts.” Robert Keith Leavitt, 1895-1967, advertising copywriter and non-fiction writer

“Enchantment is the purest form of sales. Enchantment is all about changing people’s hearts, minds and actions because you provide them a vision or a way to do things better. The difference between enchantment and simple sales is that with enchantment you have the other person’s best interests at heart, too.” Guy Kawasaki, 1954 – , author, venture capitalist, technologist and former chief evangelist at Apple Computer

“Sales-driven cultures can really differentiate you from the majority of your competition. That doesn’t mean being salesperson oriented, just sales oriented: winning deals, smelling the blood and going in for the kill.” Josh James, 1970- , CEO of Domo, was the youngest CEO of a Nasdaq or NYSE traded company

Win Friends and Influence People

Dale Carnegie (1888-1955) was a lecturer, writer and developer of courses on self-improvement, salesmanship, public speaking, and interpersonal skills. His How to Win Friends and Influence People (1936) was a record-breaking bestseller which remains popular today.

His books and Dale Carnegie Training courses focus on building self-confidence, strengthening people and communication skills, as well as developing leadership traits. Carnegie believed that it is possible to change other people’s behavior by changing one’s own interaction with them.

How to Win Friends and Influence People is number 509 in Amazon.com’s top book list and has over 1,060 customer reviews on the website with 4.6 out of 5 stars rating.

Additionally, it is one of the top 20 “Best Sales Book” on Monster.com. Operating in over 75 countries, Dale Carnegie Training has been in business since 1912, with clients among the world’s most successful global companies.

Buyer‘s Market

The United States has been growing since its birth. Growing in territory, in population, in economic output. For the most part the U.S. has striven for open markets, domestically and internationally. Americans also believe in meritocracy. People should benefit directly from their hard work.

Americans believe in competition. And America has always been a buyer‘s market, with supply outpacing demand. In such an environment, success cannot be attained without active effort to win customers. In America, sales and marketing are critical to success. Simply „building the better mousetrap“ is not enough.

An Amazon.com search on “Buyer’s Market” generates 13,959 results. Book titles include Solution Selling: Creating Buyers in Difficult Selling Markets by Michael T. Bosworth, The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly by David Meerman Scott and Buyer Beware: Finding Truth in the Marketplace of Ideas by Janet Parshall. 10.5 percent of native-born Americans between the ages 25 and 64 are employed in the sales industry.