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Breaking into the Nordic Market: Insights from Martin Flugt Sørensen, Nordic Salesforce

Expanding your business internationally is always challenging, especially when entering a new and complex region like the Nordics.

To shed light on the best approaches for foreign companies looking to establish a foothold in Denmark, Sweden, and Norway, we spoke with Martin Flugt Sørensen, co-owner and sales manager at Nordic Salesforce.

Meet Martin: From Military to Sales Leadership

Martin’s career journey started 15 years ago, surprisingly outside of sales, in the military.

His military background gave him a solid foundation in execution and follow-up, skills he soon realized translated perfectly to sales. Since then, Martin has gained extensive experience in enterprise sales, evolving from sales rep to team leader.

In 2021, he joined Nordic Salesforce, where he now leads strategic sales execution and client acquisition.

What is Nordic Salesforce?

Founded in 2021, Nordic Salesforce is a modern sales partner focused on delivering more than just a single sales rep to clients.

Many companies struggle with hiring and retaining effective salespeople, especially in new markets. Nordic Salesforce addresses this by offering an entire sales team that includes:

Sales reps who book and conduct meetings
Team leaders who provide daily coaching and motivation
Sales managers like Martin, who oversee strategy and ensure alignment

This model guarantees a comprehensive, results-driven approach tailored to each client’s product and market.

Who Does Nordic Salesforce Help?

Their clients range from SaaS providers and consulting firms to manufacturers with complex solutions.

They primarily work with companies looking to enter or expand within the Nordic region, including Denmark, Sweden, and Norway.

Notably, about 30% of their clients come from outside the Nordics – countries like the UK, Germany, Spain, and Poland – seeking expert entry into this complex market.

Key Strategies for Nordic Market Success

Martin emphasizes that entering the Nordic market requires more than just language skills.

It demands cultural insight, local trends awareness, and a tailored sales process. Nordic Salesforce begins with thorough workshops and strategy sessions, collaboratively analyzing what has or hasn’t worked for the client so far.

Together, they define the ideal customer profile (ICP) and segment target lists, testing outreach approaches and refining tactics based on early results.

He advises foreign companies to:

Start with a strong market analysis.
Test market entry in one Nordic country first, rather than all simultaneously.
Be flexible and ready to pivot if the initial ICP or strategy isn’t working.
Understand that penetrating new markets requires patience—three months is often not enough time to conclude success or failure.

How Does Danish Sales Culture Differ?

Compared to larger markets like Germany, Denmark, and the Nordics, they are more open to experimentation and quicker decision-making.

Danish buyers often seek solutions that help them optimize their own roles within a company. They appreciate proactive and localized outreach, including initial contact in their native language to build trust, even though many speak excellent English.

Martin notes that foreign companies frequently underestimate the importance of cultural adaptation and make the mistake of applying home-market sales strategies unchanged.

This “copy-paste” approach is one of the biggest reasons for failure.

On Cold Outreach and Building Relationships

Cold calling remains a critical, yet challenging, part of B2B sales in the Nordics.

Martin stresses that companies must hire salespeople who genuinely love sales and cold outreach.

Furthermore, while online meetings can work, he strongly recommends face-to-face visits to build deeper relationships and faster trust.

Final Advice for Exporters

Martin’s top piece of advice for companies looking to scale in Denmark is to invest time and resources upfront to conduct solid market research and establish local partnerships or support.

He encourages businesses to test the waters carefully and adjust their approach based on real feedback.

In Summary:

Expanding into the Nordic market is an exciting opportunity, but it requires a strategic, culturally-aware sales approach.

Partnering with a local expert team like Nordic Salesforce can provide the sales muscle, insight, and agility needed to navigate this unique landscape and win long term.

Get In Touch With Martin and Nordic Salesforce

Web: nordicsalesforce.com

Phone: +45 88 63 88 00

Email: info@nordicsalesforce.com

Need Help Launching in the Nordics?

If you’re looking to expand into Denmark, Sweden, Norway, or Germany, reach out to local experts like Nordic Salesforce or connect with our Export Playbook team to get your customized market entry roadmap.

Or explore other vetted experts who can help you land softly and grow fast in the Nordics.

Mik Lokdam from VAEKST - sales and export in scandinavia

How to Enter the Nordic B2B Market: Insights from Mik Lokdam, CEO of VAEKST

Expanding into the Nordic region is high on the agenda for many B2B companies – and for good reason.

But as Mik Lokdam, co-founder and CEO of VAEKST, explains in our latest Export Playbook interview, breaking into the Danish, Swedish, Norwegian, or Finnish markets takes more than just a great product.

It requires strategy, patience, and a deep understanding of local nuances.

📺 Watch the interview:

Who is Mik Lokdam?

Mik is the driving force behind VAEKST, a B2B sales and marketing agency with offices in Copenhagen and Malmö.

With a team of 60 native Nordic speakers, VAEKST has helped over 150 B2B brands — from tech to heavy industry — grow their presence across the Nordics.

VAEKST’s Proven Market Entry Process

VAEKST specializes in helping companies with high contract value offerings — typically in tech, finance, professional services, and complex industries. Their method is structured and data-driven:

Onboarding & Strategy Workshop
Month 1 focuses on segmentation, targeting, and positioning (STP).
Tool Setup & Outreach Launch
In month 2, they build lead lists, personalize messaging, set up CRM tools, and begin outreach.
Pipeline Building & Optimization
Months 2–3 focus on refinement and lead nurturing, with full-scale efforts kicking off from month 4.

Sales + Marketing = Results

One of Mik’s strongest messages: don’t silo your sales and marketing.

In the Nordics, marketing builds credibility — but it’s personal outreach that closes the deal.

“The best-performing campaigns combine brand-building through marketing and trust-building through sales.” — Mik Lokdam

Companies that align both functions from day one consistently outperform.

Cultural Fit Matters — a Lot

Understanding Nordic culture is key:

Danes are hard to book, but serious when they commit.
Swedes and Finns are often more open to first meetings.
Success in the Nordics enhances your global reputation.

“You can’t just apply a British or American sales approach here,” Mik says. Companies must meet local expectations for professionalism, clarity, and patience.

Relationships take time – but the long-term payoff is worth it.

Final Advice for Exporters

If you’re planning to enter the Nordic market, one of the most important principles is to align your sales and marketing efforts from the very beginning.

Building brand awareness through marketing helps create trust, but it’s personal sales outreach that ultimately closes deals. This alignment creates momentum and ensures that both teams work toward the same goals. For companies that are new to the region, Sweden or Finland can be excellent starting points, as local businesses in these markets tend to be more open to initial meetings.

It’s also crucial not to rely solely on secondary data when planning your market entry. Speaking directly with local experts, partners, or even potential customers will give you invaluable insights that reports and articles simply can’t provide.

Most importantly, understand that expanding into the Nordics is not a short-term campaign.

It’s a long-term investment that requires patience, consistency, and a willingness to adapt your strategy based on local feedback and evolving opportunities.

Get In Touch With Mik and VAEKST

Web: vaekstgroup.dk

Phone: + 45 26 22 52 06

Email: mik.lokdam@vaekstgroup.dk

Need Help Launching in the Nordics?

If you’re looking to expand into Denmark, Sweden, Norway, or Finland, reach out to local experts like VAEKST or connect with our Export Playbook team to get your customized market entry roadmap.

Or explore other vetted experts who can help you land softly and grow fast in the Nordics.

7 Reasons To Expand To The Nordic Markets

If you are thinking about growing your business internationally, I want to share why I believe the Nordic markets are one of the best places to do that.

Nordics offer a unique combination of opportunities that make the journey smoother and more rewarding. I’ve had the chance to work closely with companies entering these markets, and I’ve seen firsthand how Denmark, Sweden, Norway, and Finland open doors for businesses that are ready to make smart moves.

The Nordics are not just about strong economies – they represent a forward-thinking, values-driven environment where innovation meets trust and sustainability.

For any company willing to adapt and connect with local culture, these countries provide fertile ground for long-term growth.

So, if you’re curious about why the Nordics might be the right next step for your business, here are my seven top reasons why expanding to this region is a great idea.

1. Strong Economies

First, the Nordic countries have incredibly strong economies.

Denmark, Sweden, Norway, and Finland consistently rank high in innovation and ease of doing business. When you enter these markets, you tap into wealth and stability that can really boost your growth.

2. Quality and Relationships

Second, the people here value quality and long-term relationships.

When you connect with clients or partners in the Nordics, you are building trust that lasts. This means you are not just chasing quick wins but creating real connections that bring ongoing opportunities.

3. Transparent Business Culture

Third, the business culture in the Nordics is refreshingly transparent and straightforward.

I find negotiations and partnerships to be honest and open. Everyone wants to find solutions that work for all parties, and that mindset creates smooth collaboration.

4. Ethical and Sustainable Mindset

Fourth, the Nordic region embraces sustainability and ethical business.

If your brand shares these values, you will find a receptive audience eager to support companies that care about their impact on the world. This gives you a powerful advantage.

5. Digital Thinking

Fifth, technology and digitalization are deeply embedded here.

From startups to large enterprises, the Nordics are always on the cutting edge of new ideas. Expanding here means you get access to some of the most forward-thinking talent and partners out there.

6. Well-Connected Markets

Sixth, the markets are diverse but well-connected.

Each country has its own unique style and needs, but they also cooperate closely. This makes it easier to test and scale your product or service across the region once you have found your footing.

7. High Quality of Life

Seventh, and finally, the quality of life in the Nordics is amazing.

When your team and customers enjoy a healthy, balanced lifestyle, it reflects in how business gets done. I see more focus on creativity, productivity, and meaningful work here than anywhere else.

Conclusion

So, if you are considering international growth, I encourage you to take a serious look at the Nordic countries.

The mix of economic strength, cultural openness, and values-driven business creates a space where companies can thrive and make a positive impact. Beyond the numbers, it’s the mindset of innovation, collaboration, and genuine care for sustainability that sets the Nordics apart.

Entering these markets means joining a community that values quality and long-term relationships, giving you the chance to build something meaningful.

Whether you’re a startup or an established company, the Nordics offer resources, talent, and a business culture that supports your success every step of the way. I am confident that the Nordics can be the perfect next step in your journey.

It might be a place where your business not only grows but truly flourishes.

Need Help Launching in the Nordics?

If you’re looking to expand into Denmark, Sweden, Norway, or Finland, connect with our Export Playbook team to get your customized market entry roadmap.

Or explore other vetted experts who can help you land softly and grow fast in the Nordics.

Learn More About Nordic Markets:

How to Enter the Nordic B2B Market: Insights from Mik Lokdam, CEO of VAEKST

Breaking into the Nordic Market: Insights from Martin Flugt Sørensen, Nordic Salesforce

What Makes Nordic Markets Attractive?

When foreign companies evaluate their next expansion step, the Nordics often come up on the list.

Denmark, Sweden, Norway, and Finland are small in population compared to the giants of Europe, Asia, or North America. Yet international businesses keep asking about them, and many decide to make the investment.

So what makes the Nordic markets attractive?

Mik Lokdam from VAEKST has worked with more than 150 international B2B brands in Scandinavia. He sees the same reasons again and again why companies choose to enter the region.

The Nordics combine high profitability, strong global credibility, and a willingness to pay for quality that is rare in markets of this size.

High GDP per capita

The first point is simple. The Nordic countries are wealthy.

They consistently rank among the highest in the world for GDP per capita. That translates into strong purchasing power both on the consumer side and in business-to-business transactions. Buyers are not only able to pay more, but they are also willing to.

For foreign companies, this creates opportunities to sell at higher margins.

Mik points out that businesses often achieve better financial results in the Nordics than in much larger markets because prices can be higher and buyers value quality over cutting costs.

Loyal customers, once you are in

Another factor is loyalty.

Entering the Nordics is not easy. Sales cycles are long, decision-making is cautious, and building trust takes time. But once you succeed, clients tend to stay for years.

Contracts are long-term, renewals are common, and switching suppliers is less frequent than in more transactional markets. This stability creates a foundation for sustainable revenue.

The effort of breaking in pays off with customers who stay and grow with you.

Global credibility

Mik often hears a specific phrase from his clients: If you can succeed in the Nordics, you can succeed anywhere.

The region has a reputation for being demanding. Buyers expect high standards. Regulations are strict. Competition is sophisticated.

For companies that manage to win contracts here, the reward is not only financial but reputational. Having Danish or Swedish references opens doors in other parts of the world.

Nordic clients serve as powerful proof points that your product or service meets the toughest expectations.

Industry strengths

Each country has sectors where it is especially strong.

Denmark is a leader in life sciences and pharmaceuticals.
Sweden is known for large-scale manufacturing, engineering, and heavy industry.
Finland has deep expertise in technology and innovation.
Norway, with its resources and energy sector, attracts companies in the sustainability and offshore industries.

For foreign businesses with offerings that align with these clusters, the Nordics are natural targets.

Entering where your industry is already established increases your chances of finding receptive buyers and relevant partners.

Openness to international collaboration

Despite the preference for local providers, Nordic companies are open to working with international partners.

These are small markets by population, which means businesses are used to looking abroad for suppliers, clients, and innovation.

English proficiency is high, especially in Denmark and Sweden, and most decision-makers in international companies are comfortable conducting business in English.

This lowers the barrier to entry compared to markets where language is a major obstacle.

Predictable and transparent

Another attraction is the predictability of doing business.

Setting up a company in the Nordics is relatively easy. Regulations are transparent. Data on companies and markets is accessible. Contracts are clear and enforced.

For foreign entrants, this reduces risk. You may face long sales cycles, but you are unlikely to encounter sudden surprises, opaque bureaucracy, or corruption.

That reliability is worth a lot when making a multi-year investment.

Willingness to pay for sustainability

Sustainability is a serious business in the Nordics.

It is embedded in regulations, consumer preferences, and corporate strategies. Companies are expected to report on their impact, and buyers increasingly favor products and services that are environmentally responsible.

For foreign providers with strong sustainability credentials, this is an opportunity.

Nordic buyers are willing to pay more for solutions that align with their values and help them meet their obligations.

A launchpad for Europe

Finally, the Nordics serve as a useful stepping stone.

The markets are small but advanced. They allow you to refine your product, prove your business model, and gather references before scaling into larger European countries.

Many international companies use the Nordics as a testing ground.

If it works here, they gain the confidence and credibility to expand into Germany, France, or the UK with stronger positioning.

The long-term view

None of this means the Nordics are easy.

Mik stresses that foreign companies should not expect quick wins. Sales cycles take seven to twelve months for complex B2B deals. Budgets must be planned for the long term. Patience is required.

But if you are prepared, the attraction is clear.

High profitability, loyal customers, global credibility, and openness to innovation make the region worth the investment.

Final thoughts

So what makes Nordic markets attractive?

It is the combination of wealth, loyalty, reputation, and industry strengths. Buyers who are willing to pay for quality. Clients who stay once they trust you. References that open doors worldwide. And a stable, transparent environment where business is predictable.

For companies ready to commit, the Nordics are not just another market.

They are a long-term asset — financially, strategically, and reputationally. That is why so many international businesses choose to invest here despite the small size of the population.

The reward is much bigger than the numbers suggest.

If you’d like to hear Mik explain this in his own words, watch the clip from our conversation below.

For more insights on entering the Nordic markets, visit Export Playbook and explore The Nordic Entry™, my step-by-step guide to help your company avoid costly mistakes when expanding into Scandinavia.