19 new contractors from Germany in one year
For a manufacturer of agricultural machinery parts, we prepared a strategy for entering the German market. We rebuilt the website and launched a campaign in German. The client signed 19 long-term contracts.
The Agro-Części Nowicki company from Podlasie produced solid components but sold them mainly locally or through intermediaries who took most of the margin. We helped them reach German wholesalers and machine manufacturers directly.
The challenge
Before our cooperation, exports accounted for only 3.8% of the company's turnover. The website was unreadable for a foreign client, and attempts to send email offers ended in no response. The company was losing about 145,000 PLN per month due to a lack of presence on the German market, even though their product was better than the competition from China. The main barrier was a lack of trust and a language barrier in technical communication.
Our approach
In March 2023, we sent our 2-person team to the production hall in Wysokie Mazowieckie. We spent 3 days there, talking to technologists and observing the steel hardening process. Instead of writing about 'passion', we gathered hard data on steel certificates and dimension repeatability to 0.02 mm. We focused on the facts that convince an engineer in Bavaria or Lower Saxony.
The solution
We designed and implemented a new web service in German that immediately directed inquiries to the CRM system. We prepared technical product sheets that eliminated common questions about certifications. We launched a precise search engine campaign, targeting specific postal codes in Germany where the largest agricultural industry clusters are located. Everything works on the shop floor and in the office without unnecessary complications.
Results
Within 12 months, Agro-Części Nowicki signed 19 contracts for regular deliveries, which translated into a huge increase in export revenue. Job done on time allowed the company to invest in a new laser cutter in December 2023.
Timeline
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March 2023Technical audit on the shop floor and competitor analysis in Germany
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May 2023Launch of German version of the site and start of Lead Generation campaign
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September 2023Implementation of a system for automated sales inquiry handling
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December 2023Signing of a key contract with a distributor from Lower Saxony
"Without fluff, they showed our machines such that the Germans started treating us like a partner, not a cheap subcontractor from the East. Facts on the table and there are results."