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International CornerThe podcast that helps you open and thrive in foreign markets Author: International Corner Language: en Genres: Business, Entrepreneurship, Management Contact email: Get it Feed URL: Get it iTunes ID: Get it Trailer: |
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Ep #54 - Translation Isn’t Localization: How to Crack Germany
Episode 9
Monday, 28 September, 2026
Germany is a huge opportunity for international companies — but what works in France, the UK or the US doesn’t necessarily work there.In this episode, Juliette Santos shares practical lessons from helping companies expand into Germany and across Europe, with examples from JobTeaser, Partoo and Naboo.We discuss:Why Germany can take time to crack — and why Juliette’s “three-year” experience of building the market is very different from the 3–6 month expectations many companies have.Why localization goes far beyond translation — from your brand name and product vocabulary to your website, SEO and sales messaging.How to build the right foundation before prospecting — and the hidden problems that can create months of pain later.Why being on the ground matters — when to hire locally, when to stay remote, and why face-to-face relationships can make a difference.What German buyers really want to see — less self-promotion, more evidence, relevance and proof.Why you should always underpromise and overdeliver — and what happens when your claims don’t match reality.Juliette’s outbound “secret recipe” — she shares the email + call sequence she used at JobTeaser, including the surprisingly effective breakup email.The sales mistake Juliette learned from the hard way: never create fake deadlines or artificial pressure with German buyers.A candid conversation packed with real examples, mistakes and practical lessons for founders and sales leaders looking to make Germany their next international marketHosted on Ausha. See ausha.co/privacy-policy for more information.
