Light trucks and SUVs make up the great majority of new vehicle sales in the United States, and the shift happened while fuel economy standards were tightening. Given more efficient engines, American buyers bought larger vehicles.
retail
The GS mark
Geprüfte Sicherheit — tested safety. A German mark applied to products that have been examined by an approved testing body against a defined set of requirements.
It is voluntary. Manufacturers pay to be tested, pay to carry the mark, and submit to periodic re-inspection of the production.
German consumers look for it. A voluntary mark only works where enough buyers check for it to make the cost worth paying.
Kelley Blue Book
The standard American reference for used car values gives several figures for the same vehicle: trade-in value, private party value, dealer retail, certified pre-owned. Not a price. Four prices, depending on who is buying from whom — and each is presented as a range.
The deposit system
Das Pfandsystem. German drinks containers carry a deposit, refunded on return, with reusable bottles cycling through the system many times before being retired. The bottle is not packaging. It is an asset in circulation, and the deposit is what keeps it moving.
MSRP
Manufacturer’s Suggested Retail Price. The word in the middle is suggested, and it appears on window stickers, packaging and price tags across the American economy. The producer states a number and simultaneously concedes it is not binding.
The grade that moves the market
Around 80 percent of Germans read Stiftung Warentest reports at least occasionally, and only 17 percent never do.
Two thirds say a negative verdict influences their purchase — 12 percent say definitely, 54 percent say probably. Only seven percent are unmoved by one.
The foundation was created by a decision of the Bundestag in 1964, and around 200 tests are published a year. A single graded verdict, issued by a state-founded body that takes no advertising, moves German sales figures.
24/7
The term 24/7 refers to something that is available all the time – 24 hours a day, 7 days a week. It was first used in print in the November 1983 edition of Sports Illustrated: “Jerry (Ice) Reynolds, one of the SEC’s two best freshmen by the end of last season, calls his jump shot ’24-7-365′, because ‘It’s good 24 hours a day, seven days a week, 365 days a year’.”
These days, the term 24/7 is largely used in the business world, especially for customer relations departments. Any business or service that is “24/7” is available for use at any time on any day of the week. In addition, in order to appear more “customer friendly,” to convenience, and sell better, many American businesses, organizations, projects, and books have even started including “24/7” in their name. Some examples include: 24/7 Wall St., America 24/7, and 24/7 Prayer International.
This was not the first time that stores used their opening hours in their names to attract customers. In 1946, the convenience store “Toe’m Store” changed its name to “7-Eleven” in order to reflect its new, unusually long hours – 7am to 11pm. 7-Eleven was also the first convenience store to stay open 24 hours on weekends. It did this in order to accommodate students at a local university.
Additionally, there is a website, 24-7stores(dot)com, which includes a store locator, so that people can find 24/7 stores near them, anywhere in the U.S.
“Don’t sell to me”
In Germany, to inform persuasively means to lead, guide, channel listeners to the desired conclusion and decision. It is done indirectly, subtlely, discreetly, signaling, indicating, not selling.
The slightest form of pushiness, of promoting can lead the German audience to suspect that the presenter is hiding something or trying manipulate them. Reserve and restraint is a virtue in the German context and moves the presenter closer towards the goal.
Sales personnel in German stores often greet the customer with Sie kommen zurecht? meaning “You know what you’re looking for?” or Sie schauen nur? meaning “You‘re just taking a look around?”.
This is their way of communicating that they are ready at any time to assist the customer with any questions they might have, but do not want to disturb them, much less try to sell them something.
German customers do not feel comfortable being sold to, certainly not aggressively sold to. Germans who sell know this of themselves, take therefore a hands-off, discreet approach, to persuasion, reacting only if and when the audience gives the corresponding signals.
Work efficiently
eRetail sector: The EU Department of Statistics states that Germany has the lowest food prices in Western Europe. This can be attributed to the large percentage – 40% – of discounters in the market, whose aggressive pricing force the other supermarket chains to hold the line on price.
Discounters are known for constantly offering sales. They have been able to maintain their margins by constant increases in efficiency and cost reduction. In addition, they stock on those products which move fast, maintain modest store sizes, choose inexpensive locations, and pay only for targeted advertising.
Business consultants: Every segment of the German economy strives to improve on efficiency. Process optimization, cost reductions, the focus on core competencies, improved product portfolios, increased competitiveness. All of these areas enjoy special attention of top management.
This is why business consulting continues to grow at a steady pace in Germany. Although its economy accounts for roughly 20% of Europe‘s output, consultants do more than 25% of their business for German companies.
Why Germans Won’t Tell You How They Feel
One of the many clichés about Germany and the Germans says that they act in a not very friendly or even rude manner towards strangers. You might get that impression when you first come to Germany and try to get to know somebody else on a train, a bar or at work.
Especially as an American, you might be used to getting in contact with strangers really quickly. In Germany, you probably won’t. It is a scientifically proven fact that German people simply don’t chat in public places when they don’t know each other. But what is often interpreted as rude manners, is more like a basic inability of Germans to small talk – they simply are not used to it.