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JLC Vertrieb Mittelstand — Cold-Outreach + Trigger-Based Selling for German B2B

A Claude plugin built for solo consultants and small sales teams running B2B outreach into the German Mittelstand (manufacturing SMEs, 30-250 employees, DACH region). Encodes the patterns that a BAFA-funded sales consultant in DACH refined across ~4 months of weekly outreach waves into roughly 60 manufacturing accounts.

It is not a generic sales plugin. It is opinionated about:

  • Wave-based cold outreach — small, named, weekly batches (5-10 accounts) instead of bulk sequences
  • Trigger-driven lead identification — fresh hooks (new VP Sales, hiring signals, funded news) over evergreen lists
  • Sniper accounts — 2-3 named ICP fits per cycle with a per-account hand-built first touch, not a template merge
  • A tuning pattern for cold mail that survived contact with real prospects — region-anchored, pain-first, brand-word prominent

Why this plugin

Most sales tooling assumes a US-style funnel: high-volume sequencing, generic personalization tokens, CRM-first. That does not fit the DACH Mittelstand. German manufacturing buyers respond to: regional proximity, named pain with a verifiable source, a clear competence anchor, and an unhurried CTA.

This plugin captures the cadence, gates, and tuning rules built by a solo consultant with a B2B sales background (large industrial OEMs, 20+ years) and four months of live outreach iteration. It is offered as a contribution to the anthropics/knowledge-work-plugins catalogue so other solo consultants and small sales teams in DACH can start from a tested baseline rather than a blank template.

What's inside

Four skills, each loaded automatically when relevant:

Skill Triggers when you say…
cold-outreach-welle "build wave 7", "next outreach batch", "10 prospects this week"
trigger-pipeline "find leads from this week's news", "VP-sales hiring signals", "trigger-based prospecting"
sniper-leads "3 named accounts to chase", "top ICP fits in my region", "build a sniper list"
outreach-tuning "tune my cold mail", "v2 my draft", "this mail feels generic"

Plus:

  • examples/ — wave template, trigger types, pre-send checklist
  • docs/ — installation and end-to-end workflow

Installation

Cowork

Install from claude.com/plugins once this plugin is added to a marketplace — or sideload by pointing Cowork at this repository directory.

Claude Code

# Add a marketplace that includes this plugin, then:
claude plugin install jlc-vertrieb-mittelstand

Once installed, skills fire automatically when their triggers appear in conversation. No slash commands — the plugin is skills-only.

Making it yours

Three things you will want to override:

  1. Your region anchor. The skills reference "your region" rather than a specific city. Drop your actual region/city into a settings.local.json and the skills will consume it.
  2. Your competence anchor. The substance line at the close of every cold mail (years in industry, certifications, references) is yours, not ours.
  3. Your ICP. The hard gates here are calibrated for manufacturing SMEs 30-250 FTE in DACH. If you sell into a different segment, edit the gates in skills/sniper-leads/SKILL.md and skills/cold-outreach-welle/SKILL.md.

A starter settings.local.json example is included in docs/installation.md.

What this plugin is NOT

  • Not a sequencer. It does not send mail. It produces drafts you review and send manually. (Cold outreach into the Mittelstand rewards low volume + high care.)
  • Not a CRM. It assumes you already track leads somewhere — Notion, a spreadsheet, anywhere.
  • Not enrichment. It works fine alongside enrichment tools but does not depend on them.
  • Not US-style high-volume. The cadence caps at ~30 cold touches per week per consultant. The patterns break above that.

Author

Lepper Consulting, Ravensburg/DACH. BAFA-certified sales consultant for the German Mittelstand. Background: 20+ years B2B sales at large industrial OEMs.

This plugin is an open-source contribution to the Anthropic knowledge-work-plugins catalogue — same shape as the official sales plugin, but opinionated for the DACH Mittelstand segment that the generic plugin does not cover.

License

MIT — see LICENSE.