“Our product is doing great in Germany”…and why that’s not enough for France

“Our product is doing great in Germany.”

It’s a sentence I hear often.And for many companies, it sounds like a compelling argument.

But let’s be clear: success in Germany — no matter how impressive — means very little in France.

What works elsewhere doesn’t always travel

Yes, Germany is a demanding market.Yes, performing well there shows your product is solid.But no, that doesn’t mean France will follow.

Why? Because value perception, distribution channels, buying behaviours and decision criteria are simply not the same.

In Germany, you may have won over customers with technical excellence. In France, you may need to convince through storytelling, practical benefits or emotional relevance.

Cultural and commercial codes change everything

In B2B, a French procurement director won’t think or act like their German counterpart.They often expect more proximity, more narrative, and more local support.

In retail, the same packaging might feel premium in Germany and “basic” in France. Even the words used to describe your product’s value can have drastically different impact.

The classic mistake? Showing up with the same brochures, the same pitch, the same channels.And wondering why it doesn’t work.

The illusion of "European scalability"

Assuming you can replicate a go-to-market playbook from one country to another without major adaptation is a sure way to waste time, money and momentum. French distributors, customers and influencers expect more than a good product.They want to see commitment to the market, clear positioning, and a structured roll-out. Success in Germany shows your potential.But without local anchoring, that potential stays on paper.

Where to start?

That’s exactly what a France Go-To-Market Blueprint is designed to do: turn foreign success into local results, with a clear, structured — and above all — realistic roadmap.

It helps you:

✅ Identify your real targets in France

✅ Understand their decision-making process

✅ Rework your messaging

✅ Choose the right channels

✅ Deploy step by step, with measurable feedback

5 questions before investing in the French market

1. Have we clearly identified our real buyers in France and how they make decisions?

2. Is our messaging adapted to what French customers value?

3. Have we validated our local positioning (pricing, perceived value, differentiation)?

4. Can we provide credible, responsive commercial support?

5. Does our launch plan take into account French-specific factors (timing, seasonality, business culture)?

   
   

If you answered “no” to more than two of these, we should probably talk.

I help international suppliers enter the French market with structure, realism and impact. No commissions. No shortcuts.Just a clear, independent strategy to help you make better decisions and get better results.

Get in touch if you want to turn your presence in France into real performance.