top of page


 Sales strategies & sales structure 

For many small and medium-sized German companies, entering the market and building up sales in a new country is a major challenge. Many companies often reach their limits, as little knowledge and experience of the market, a lack of human and financial resources as well as language or cultural barriers make it difficult to develop complicate new market.


For successful processing of the US market, it is therefore crucial to know the differences between German and American sales strategies and sales channels and to take them into account in your own corporate strategy. Topics such as cooperation partners, customer service and customer care as well as spare parts delivery and after-sales service should 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 representative - often differs from the German model and must be structured accordingly.

Speakers of the workshop are sales managers and managing directors of German companies in the USA that have set up US sales. The workshop on sales strategies and sales development is intended to help companies to prepare comprehensively for the various steps involved in sales development in the USA.

Our speakers

Jörg Tilman Heyl

Managing Partner, Gebrüder Heyl Analyzentechnik GmbH & Co. KG


Jörg-Tilman Heyl studied business administration at the Eberhard Karls University in Tübingen and completed his studies in 2002 with a degree in business administration. During his studies he took over the management of several projects as an assistant to the management of the family company Gebrüder Heyl Analyzentechnik GmbH & Co. KG. In 2001, due to a crisis situation, he was appointed managing director of the family business, where he dealt with financial management, set up a sales organization and a powerful development department including efficient innovation management.


Torsten Korb

CEO, Müller & Schmidt Pfeilringwerk GmbH & Co. KG 


Torsten Korb has a degree in electrical engineering and studied at the technical university RWTH Aachen. He initially worked in various plants and positions at Mannesmannröhren-Werke AG, then as head of the technical planning department on the technical board before moving to Müller & Schmidt Pfeilringwerk GmbH & Co. KG as technical manager in 2000. In 2002 he became managing director there, and later sole managing director. In 2005, as part of a restructuring, he joined the company as the main shareholder.  As a managing partner, he developed the company further. From 2008 to 2014 Torsten Korb was President of the IVSH, the German Industry Association for Cutlery and Household Goods.


dr Walter Maisel

President & CEO, KOSTAL North America, Inc. 


dr Walter Maisel is President and CEO of KOSTAL North America, one of the leading automotive suppliers in the USA, specializing in the development and production of complex electronic and electromechanical components. Before joining KOSTAL North America, he was Executive Vice President of Magna International. During his 15 years at Siemens and Siemens VDO, he held various management positions. dr Maisel started his professional career at Praxis Electronics, a UK software company and engineering service provider specializing in safety-related software. 


Peter Riehle

President & CEO, WITTENSTEIN, Inc. 


Peter Riehle was appointed CEO of WITTENSTEIN holding, Corp. in May 2013. appointed. Prior to that, he was Vice President of Sales and Marketing at TRUMPF Inc. in Farmington, CT, General Manager at DMG America (DMG/Mori) in Chicago, IL, and Head of Industrial Sales at Schaeffler Group in Fort Mill, SC. His career includes many management positions with responsibility for sales and marketing, research and development, software engineering, procurement and logistics, acquisitions and business intelligence. Mr. Riehle is an international business executive with extensive knowledge of sales and distribution of advanced machine tool technology.


Virginia Attaway Rounds

Head of Consulting Services, AHK USA-Chicago

Virginia Attaway Rounds has been with the German-American Chamber of Commerce in Chicago since 2007. She can look back on more than 15 years of professional experience - three of them in Germany.

After graduating in mechanical engineering and German, she began her professional career at a software company in the USA and later worked in Berlin as an intercultural trainer for communication techniques and business English.

As head of the Consulting Services department at the AHK USA-Chicago, her industry focus is on mechanical and plant engineering as well as energy efficiency, smart grids and the automotive supplier industry. Virginia Attaway Rounds develops and conducts intercultural training courses on the different business cultures in the USA and Germany, including feedback and evaluation meetings, presentations and sales pitches.

bottom of page