How Long Does It Take to Close Deals in Scandinavia?

Last Updated on August 26, 2025 by Victoria Silber

When foreign companies consider entering the Scandinavian markets, one of the first questions they ask is how long it will take before deals start closing and revenue starts flowing.

The answer is rarely what they expect.

Mik Lokdam, co-founder and CEO of VAEKST, has worked with more than 150 international B2B brands expanding into the Nordic region.

His perspective is shaped by hundreds of sales campaigns across Denmark, Sweden, Norway, and Finland. When asked about timelines, his answer is straightforward: for complex B2B sales, expect seven to twelve months from the very first contact until the contract is signed.

This time horizon surprises many.

In their home markets, companies might be used to closing deals in a matter of weeks or a few short months. In Scandinavia, patience is part of the game.

Understanding why this is the case is crucial for any business hoping to succeed here.

The nature of long sales cycles

The first factor is the contract size.

High-value B2B contracts simply take longer to negotiate. They involve more stakeholders, more internal decision-making, and a stronger demand for building trust. Scandinavian companies are careful buyers.

They are not afraid to pay for quality, but they need to be confident that a new supplier or partner is the right fit.

Mik points out that you may start seeing activity earlier. Leads can be generated and meetings booked within the first one to two months. That part is achievable if the outreach and marketing are done correctly. But turning those initial interactions into revenue takes much longer.

Discovery calls need to be followed by further meetings, proposals, evaluations, and, in many cases, several rounds of internal approvals.

The role of trust in the Nordics

In Northern Europe, business is built on trust and credibility.

Unlike in more transactional markets, where a good pitch can secure a quick deal, Scandinavians want to establish a long-term relationship. They are cautious about whom they commit to and prefer to work with partners who can demonstrate reliability over time.

This means that your first months in the market are not about pushing for quick sales, but about building a solid pipeline and showing consistency.

Weekly follow-ups, clear communication, and delivering on every small promise all contribute to the slow but steady accumulation of trust.

Without this patience, companies often walk away thinking the market is closed, when in fact they gave up too soon.

How it compares to other regions

For companies used to operating in the United States, the difference can be striking.

The American business culture rewards speed and experimentation. Deals can be signed quickly, and switching providers is common. In Southern Europe, decisions might also be fast, but they can be unpredictable, based on personal relationships or sudden shifts in priorities.

In the Nordics, predictability is high, but speed is low.

Once you are in, clients tend to be loyal, and contracts are long-lasting. But getting there is a test of patience. Mik’s advice is clear: plan for at least nine months of liquidity before expecting signed deals.

Treat the first year as an investment in relationship building rather than a profit center.

Industry differences

Not all industries face the same timeline.

Companies selling smaller B2B services or lower-value technology products may see deals close faster. Consumer-facing products can also move quickly if the marketing is effective.

But the more complex and expensive the offering, the more you should expect the seven to twelve month window.

Life sciences, heavy industry, and professional services are sectors where patience is especially critical. Decisions are risk-heavy, contracts are significant, and no company wants to make the wrong choice.

The sales cycle reflects the size of the commitment.

What can companies do during the waiting period?

The danger is to see those early months as wasted time.

In reality, they are essential. Mik advises that companies use the first quarter to test different segments, value propositions, and sales pitches. Which messaging resonates? Which industries respond best? Where are the open doors?

By the third month, you should already be able to see patterns that help you focus your strategy.

This testing phase prevents wasted effort later on. Instead of committing to one assumption about the market, you learn quickly and adjust.

That way, when the long-term deals start moving forward, they are based on a refined and proven approach.

The importance of combining sales and marketing

One mistake we see is when companies invest only in marketing or only in sales.

In the Nordics, both are needed. Marketing builds the brand and creates awareness. Sales capitalizes on that awareness through personal conversations and tailored pitches. Without marketing, sales feel like cold outreach from an unknown player.

Without sales, marketing leads go cold without follow-up.

For foreign entrants, this balance is particularly important. Local competitors already have brand recognition. You don’t.

A coordinated strategy that includes both brand building and direct sales is the only way to shorten the time to revenue.

Examples from experience

Mik recalls cases where companies were lucky.

Sometimes the timing is right. You call a prospect who happens to be searching for your solution at that exact moment. In such cases, deals can be signed within two months, and the return on investment is immediate. But these are exceptions.

Building your strategy around luck is dangerous.

More often, it takes half a year just to establish enough credibility for serious negotiations to begin. The sales cycle is not a straight line but a series of conversations, pauses, follow-ups, and gradual movement.

The companies that win are those that do not stop after the first no or the first silence.

Budgeting for the long cycle

The financial side is critical.

Many foreign companies underestimate the resources needed to sustain a nine to twelve-month sales cycle. Mik emphasizes that you should start by calculating your customer lifetime value. If one client is worth a million euros, then investing a few hundred thousand in acquiring them is reasonable.

But you need the liquidity to wait for the return.

He recommends budgeting realistically for at least a year. Working with local partners or agencies can reduce the cost and risk compared to hiring full-time staff immediately. It also gives access to native speakers and cultural expertise that accelerates the process.

But even with help, there are no shortcuts to the timeline itself.

Why is it worth the wait

So why should companies go through this long and sometimes frustrating process?

Because the rewards are significant. Scandinavian clients are loyal. Once they trust you, they are unlikely to switch. Contracts are stable and often renewed for years. And perhaps most importantly, success in the Nordics gives credibility worldwide.

If you can show references from Denmark or Sweden, it signals quality to other markets. That brand value is an asset you carry far beyond the region.

Many companies use their Nordic success stories as leverage when expanding elsewhere.

Final thoughts

Entering the Nordic markets is not about quick wins.

It is about patience, persistence, and strategic investment. Mik’s advice to foreign companies is simple: expect seven to twelve months before deals close. Use the first months wisely to test, learn, and build trust. Align sales and marketing so that every lead is nurtured.

And budget enough resources to sustain yourself through the waiting period. If you can do that, the Nordics will reward you with loyal customers, strong margins, and global credibility.

The market may move slowly, but once it moves, it moves with confidence.

Watch my conversation with Mik from VAEKST, where he explains why closing deals in Scandinavia takes longer than most companies expect.

If you want to see more interviews, you can find them on my YouTube channel.

And if your company is preparing to enter the Nordics, start with The Nordic Entry™ — my €199 practical guide to avoid costly mistakes.