Sales Representative Germany

Recruiting Briefing: Freelance Sales Representative Germany

1. Recruiting Situation

Status: Newly created position to expand Maxima LEDs presence in Germany.

Previous Measures: A previous freelancer was engaged but was unsuccessful. The company is now using a targeted headhunting approach.

Challenges:

• Limited budget makes it difficult to attract highly experienced candidates.

• Combination of B2B sales expertise with industry knowledge (photo/video) is essential.

• High expectations for rapid market development and revenue generation.

• Need for a self-motivated individual who can work independently with minimal supervision.

Contract Model: Freelance contract, initially for 6-12 months.

Compensation:

• Fixed Salary: EUR 4.000/month (negotiable)

• Commission: 20% on invoiced sales

• On-Target Earnings (OTE): Up to EUR 70,000/year

• Termination: Option to exit after one month at no cost if no suitable candidates are found.

Location and Work Model: Remote within Germany, with occasional travel.

Travel Requirements:

• Initially, approximately twice per month for meetings with potential partners.

• Travel expected mainly within key target regions.

• Candidate must have a professional home-office setup.

Language Requirements: Native German and Business English.

Company and Market Position:

• Maxima LED produces high-quality, integrated LED lighting solutions for professional photographers and videographers.

• Unique selling point: Unlike competitors (e.g. Aputure, Nanlite, ARRI), Maxima integrates the power unit into the light, eliminating the need for an external generator.

• Competitors mainly rely on traditional lighting models, while Maxima offers a more flexible, all-in-one solution.

• Strong reseller network established in Italy and Spain; Germany is an untapped market.

2. Candidate Requirements

Responsibilities:

• Initiating Demand with Marketing Support:

• Develop marketing campaigns to drive demand in Germany (content provided by the Italian marketing team).

• Engage in promotional efforts such as influencer collaborations, video content, and social media campaigns.

• Building a Reseller Network:

• Identify, select, and establish partnerships with key resellers/distributors.

• Focus on strategic partners who actively promote and stock Maxima LED products.

• Potential reseller categories: equipment rental businesses, photo and video gear retailers, and established distributors.

• Key target regions: Munich/Stuttgart, NRW (Cologne/Düsseldorf), Hamburg, Berlin.

• Resellers should commit to an initial stock purchase (e.g. 10+ units) to demonstrate engagement.

• Finding Maxima Ambassadors:

• Identify leading German-speaking photographers/videographers to represent Maxima.

• Work with ambassadors to create promotional content and showcase product benefits.

• Sales Management and Deal Closing:

• Ensure resellers follow up on leads and process them efficiently.

• Close direct deals where Maxima is involved.

• Achieve the first-year revenue target of EUR 100K (approx. 40 units at EUR 2.500 each).

• Tracking and Reporting:

• Use Meta Dashboard and Pipedrive for performance monitoring.

• Provide structured reports on progress and sales forecasts.

Technical Qualifications and Experience:

• Minimum 2 years of B2B sales experience.

• Experience in the photo/video industry or strong industry knowledge.

• Proven track record in sales and market expansion.

• Experience in reseller/channel sales models.

• Existing network in the industry is highly desirable.

• Proficiency in CRM (e.g. Pipedrive) and social media monitoring (Meta Dashboard).

• Strong understanding of sales cycles in the industry.

Key Soft Skills and Cultural Fit:

• High self-motivation and ability to work independently.

• Strong negotiation and persuasion skills.

• Goal- and revenue-driven approach.

• Excellent communication skills in German (native) and English (business level).

• Integrity and accountability are critical.

• Ability to manage multiple stakeholders and drive engagement.

Red Flags:

• Lack of native German language proficiency.

• No relevant industry knowledge or unproven sales experience.

• Unwillingness to accept a performance-based compensation model.

• Lack of integrity or exaggerated claims about abilities.

• Reliance solely on team-based sales targets without individual contributions.

Reasons for Previous Rejections/Challenges:

• Lack of industry knowledge.

• Insufficient sales experience or no established reseller network.

• Salary expectations misaligned with budget.

• Lack of initiative or inability to work independently.

Development Opportunities:

• Potential for full-time employment upon strong performance.

• Opportunity to expand responsibilities to other countries.

• Increased earning potential with successful market expansion.