Before Vurell · 2025
Three months taking a Czech maker of exhibition stands into Germany.
Who to sell to there, what to say to them, and the calls.
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01
The company
A Czech company that builds exhibition stands. The structure a brand stands on at a trade fair so it can show itself to the room.
It is not named here and it will not be. The work was under an NDA, so there is no name, no logo, no city, and none of its customers.
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02
Who to sell to
Germany, and inside Germany one segment. Small manufacturers: companies that make goods, and that have a reason to stand in a hall and be seen.
I looked at between 100 and 200 companies over the three months. Many came off the list again because they did not fit that description.
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03
What to say to them
Two audits and a strategy.
The first audit asked how this company could sell itself in the German market. The second went service by service through what it actually sold.
Then the entry strategy. How the company would present itself, and what its prices should be. And the answer a German buyer wants about a Czech supplier: why choose you.
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04
The calls
I booked about 50 calls across the three months. I did not run them.
Who to sell to, what to say to them, and the sending. That is the order this was done in, and it is the order Vurell works in now.
Who it is for