How Scandinavian Buyers Prefer to Be Contacted

Last Updated on August 18, 2025 by Victoria Silber

Expanding into the Nordic markets can feel like entering familiar territory: after all, nearly everyone in Denmark, Sweden, and Norway speaks fluent English and uses LinkedIn.

But many international companies still fail to get replies from Scandinavian buyers.

Why? Because they approach communication the wrong way.

In this article, we’ll break down how Scandinavian buyers actually prefer to be contacted, the cultural nuances you need to know, and the outreach methods that work in practice.

1. The Myth of LinkedIn Alone

Many foreign companies assume LinkedIn is the magic entry point to Scandinavia.

While it’s widely used here, buyers rarely respond to unsolicited LinkedIn messages — especially if they feel templated, salesy, or pushy.

LinkedIn can be useful for:

• Researching who the right decision-makers are.

• Gaining context about their company and role.

• Building visibility by posting valuable content.

But it should not be your only outreach method.

Think of it as a support tool, not your main sales channel.

2. Phone Calls Still Work (When Done Right)

In the Nordics, phone outreach is surprisingly effective if it’s respectful, concise, and in the local language.

Scandinavian buyers appreciate clarity and efficiency. A short phone introduction in Danish, Swedish, or Norwegian can get you further than a dozen English-language LinkedIn messages.

Best practices:

• Call during working hours (never late evenings or weekends).

• Keep it under 2 minutes unless invited to continue.

• Start by stating your name, company, and reason for calling clearly.

A well-placed call signals confidence and seriousness.

3. Emails: Short, Clear, and Direct

Email is the backbone of B2B outreach in Scandinavia.

But cultural expectations are strict:

• Keep it short – no long introductions.

• State the value immediately – why should they care?

• Be polite but not flowery – one “How are you?” is enough.

• Use bullet points – make the key points easy to scan.

Example structure:

• Subject line: “Helping [Industry] companies in Denmark reduce [Pain Point]”

• First line: “I’m [Name], and we help [type of company] achieve [specific result].”

• 2–3 bullet points of value.

• Clear next step (short call, sending materials, demo).

4. Follow-Up Cadence

Scandinavians value persistence – but only if it’s respectful.

Spamming daily is a quick way to lose trust.

Instead, follow this rhythm:

• Initial outreach

• 1st follow-up after 5–7 days

• 2nd follow-up after 10–14 days

• 3rd follow-up after 2–3 weeks

If you still don’t get a response, it’s usually best to pause and revisit later. The key is to show consistency without crossing into pushiness.

5. Why Local Language Matters

This is where many foreign companies fail.

Yes, Scandinavians speak excellent English, but the first contact in their own language doubles your chance of getting a response.

Using Danish, Swedish, or Norwegian in your subject line, opening sentence, or call introduction shows:

• You’ve made an effort.

• You understand local business etiquette.

• You’re not treating Scandinavia as “just another region.”

Even small language adjustments (like “Hej” instead of “Hello”) can increase trust.

6. Building a Professional Image

Scandinavians do background checks. If you reach out, they will often:

• Google your company.

• Check your LinkedIn profile.

• Look at your website.

This means your digital presence must be trustworthy and localized.

A clean website in the local language, with clear contact information and no overhyped claims, is critical.

7. The Winning Combination

The most effective outreach strategy combines:

1. LinkedIn research – find the right person.

2. Local-language phone call – quick, clear introduction.

3. Follow-up email – short, fact-based, easy to scan.

4. Consistent rhythm – polite follow-ups without pushiness.

This multi-channel approach shows you’re serious, respectful, and culturally intelligent.

Conclusion: Contact with Clarity and Respect

The Nordic markets reward companies that respect people’s time and communicate with clarity.

Forget the pushy, volume-driven sales tactics. Instead, focus on short, direct outreach in the right channel, at the right time, and ideally in the local language.

Approach outreach this way, and you’ll start building the foundation of trust that leads to long-term business relationships in Scandinavia.

Learn more about entering the Nordic markets at: Export Playbook
Connect with Victoria Silber on LinkedIn: Victoria Silber