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Establishing and expanding sales in a new country is a major challenge for many small and medium-sized companies. Many companies are reaching their limits because of the limited knowledge and experience of the market, a lack of resources and cultural barriers that make it difficult to develop or expand the new market make more difficult.


Knowing the differences between German and American sales strategies and channels and taking them into account in your own corporate strategy is crucial for successfully working on the market. Topics such as cooperation partners, customer service and customer care as well as spare parts delivery and after-sales service must be taken into account. Country-specific customization, from marketing materials through to the conduct of sales calls, is also an important part of the strategy. The selection of the right sales channel, from sales representatives or distributors to your own sales staff, often deviates from the German model and must be structured accordingly.


The "Sales Strategies and Sales Development" workshop is aimed at companies that want to establish or expand their business activities in the USA and is intended to help companies to comprehensively understand the various steps involved in establishing and expanding sales in the USA to prepare and learn about different strategies that companies pursue. The workshop deals in particular with practical questions and their answers.

Our speakers

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Achim Brommer

Management / Sales, SHW Storage & Handling Solutions GmbH

After completing his engineering studies, Achim Brommer first worked in sales and later as head of product management in the mechanical engineering industry. When SHW Storage & Handling Solutions GmbH, the former process engineering division of Schwäbische Hüttenwerke founded in 1365, was put up for sale in 2006, Achim Brommer took over the company. Since then he has worked there as a managing partner.

 2016 SHW-SHS GmbH founded an American subsidiary in Atlanta, SHW Storage & Handling Solutions Inc., after SHW SHS GmbH had been very successfully supplying the American market from Germany and there since the 1990s was able to install more than 100 reference systems during this time.

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Claus Dorner

Head of Sales, ALB GOLD Pasta GmbH

Claus Dörner, originally from Trochtelfingen, completed vocational training as a freight forwarder. He worked in this business area for five years and gained valuable experience in the field of import-export trade. The international work environment has greatly expanded his knowledge in the field and his career. Since January 1997 he has worked in sales at ALB-GOLD Pasta GmbH. After only three years he took over the sales management for national and international transactions.

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Andreas Essendorfer

Owner and Managing Director, Essendorfer Genuss Schmelzerei GmbH

Andreas Essendorfer was born in 1972 in the Bavarian Oberland as the son of local farmers. He grew up there very down to earth and is familiar with traditional values. On his many trips around the world, Andreas Essendorfer has not only climbed every mountain and sailed every ship, but also looked into every cooking pot. In doing so, he discovered above all the art of preserving the valuable things in life. Andreas  combined this old knowledge with the best ingredients from fresh and regional primary products, craftsmanship and a quantity of culinary coolness. In doing so, he creates flavors with a story that will bring a smile to your face in glasses.

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Filipp Pakhomov

Head of Sales, Schmid & Wezel GmbH

Filipp Pachomov is 46 years old and has been Head of Sales and Marketing for the “BIAX – Tools for industrial metalworking” business unit for more than five years. Previously, Mr. Pachomov held various positions in sales and business development at the companies FESTOOL GROUP (power tools), Andreas Stihl AG & Co. KG (petrol engine devices) and Alfred Kärcher GmbH & Co. KG (cleaning machines). Mr. Pachomov is a graduate economist and studied at the Rheinische Friedrich-Wilhelms University in Bonn.


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Michael Schobert

Director, Consulting Services, AHK USA-Atlanta

Michaela Schobert has headed the 'DEinternational' consulting department at AHK USA-Atlanta since July 2014. She is responsible for the supervision of market development and business development projects as well as the organization of industry-specific conferences, for example. Michaela completed her studies at the Würzburg-Schweinfurt University of Applied Sciences with a degree in business administration, specializing in international business administration and corporate development. After completing her studies, she was responsible for the Wertheim area at Norma Lebensmittelfilialbetrieb in Fürth from 2007 to 2008. From 2008 to 2014 Michaela managed the export for Maintal Konfitüren GmbH in Haßfurt.

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