Understand the cultural differences between Norway and Sweden

Swedes often see consensus as a good way to make decisions. The decision-making process may take longer, but once a decision has been made, implementation moves quickly because the whole organisation supports it. Do not focus all your energy on reaching senior executives. Make sure you also identify, meet and build relationships with the other members of the decision-making group, who may often be managers at a lower level.

In business meetings, Swedes respect people who bring knowledge and experience to the table. They pay close attention to detail, while also focusing strongly on the commercial value beyond the technical solution. Demonstrating previous deliveries through specific examples and references is a valuable way to illustrate the return on investment.

Swedes are keen to build long-term business relationships and minimise potential future risks. Be prepared for decisions not to be made at the first meeting. You will need several meetings to identify all the relevant details and answer any questions.

People rarely show emotion during business negotiations. When you are trying to reach an agreement, Swedes are often willing to compromise to find a mutually acceptable solution. Once you have reached an agreement, Swedes expect both parties to honour their commitments. Formally, verbal agreements are considered just as valid as written agreements, but make sure you still have written documentation.

Punctuality is important in business and social settings alike. Never be late. If you are unexpectedly delayed, you must call to let them know. Dress codes vary between companies and industries, but you can never go wrong by dressing formally for a meeting. In general, Swedes dress more formally in everyday life than Norwegians.

Be aware that Swedes may find Norwegian, both spoken and written, more difficult to understand than Norwegians find Swedish. Distinctive dialects can be particularly challenging. In general, knowledge of Norway and understanding of the Norwegian language tend to decrease the further you travel from the border. Swedes may be unfamiliar with Norwegian cities and regions and may not understand traditions and characteristics associated with specific geographical areas. You should therefore avoid placing too much emphasis on Norwegian values in your sales pitch.