Tips on Doing Business in Sweden

By Deborah O’Connor

Sweden is a beautiful country, but doing business there can be a challenge if you do not know the customs and traditions. One of the primary hazards is the weather, as it is cold, dark, and snowy. The Swedes are a proud people. They think analytically and conceptually and believe that objective facts are important. They are not naïve. Learn some basic facts and customs and you will be successful in Sweden.

• Sweden is a social welfare state and it has a humanitarian culture. They also have strong nuclear families. This is important to know in business dealings.
• As you know, Sweden’s foreign policy is neutral. However, they feel free to comment on injustices occurring throughout the world.
• Punctuality is considered a virtue, so always be on time for all appointments. If your appointment runs over the scheduled time they tend to think you have problems with time management.
• All appointments should be scheduled at least two weeks in advance.
• Most business meetings in Sweden are scheduled between 9-10:00 am and 4-6:00 pm. Try not to reschedule or change meetings, as this is not appreciated.
• Most Swedes take off the month of July and are usually not available from December 22 to January 6.
• Even though the Swedes appear informal and low-key, they are always evaluating you and your business practices. They also consider humor in business inappropriate. Be very mindful of this.
• Swedes do not display strong emotions while they conduct business, so keep it low-key. Being shy or somewhat reserved can be a positive thing. Strong displays of feeling and emotion are discouraged.
• Even though Swedish is the official language in Sweden, most Swedes speak English. All Swedes are required to study English.
• All Scandinavians appreciate knowledge of the differences between Denmark, Finland, Sweden, and Norway.
• The handshake and direct eye contact are the standard greeting. This is true upon departure as well. Handshakes between men are firmer and shorter, while those between women and men and women are less firm.
• Gift giving is not a business custom in Sweden. A good rule of thumb is to have a gift ready to give if your Swedish business associate gives you one first. Fine liquor is always a great gift.
• If you are invited to a Swedish home, bring a gift for the hostess. Flowers, candy, or liquor are appropriate and appreciated.
• Conservative dress is appropriate in Sweden. Men wear conservative suits and ties and women wear conservative suits or dresses. Do not dress in clothing that attracts undue attention. Swedes often wear boots in the winter and change into business footwear at the office.
• Before going to any foreign country, one should always do some research to familiarize themselves with customs. This shows respect and interest, which is always appreciated.

Please feel free to send questions to Deborah at: www.successfulimage.biz.

She will answer them in her weekly column.

Deborah O’Connor is a social strategist and founder and president of Successful Image LLC with offices in Columbia and Atlanta. She offers training and seminars on image management, workplace etiquette, and social skills necessary to succeed in life professionally and personally. Contact at:  [email protected]        www.successfulimage.biz