Selling in Spain with a Scandinavian Mindset: 5 Differences That Decide the Deal
Scandinavian companies often arrive in Spain with a strong product, a clear price and a well-prepared presentation. Then the first meeting ends with a long lunch, warm words and no decision. What happened?
Usually nothing went wrong. The deal simply follows a different rhythm. After years of living and working between Norway and Spain, these are the five differences I see deciding most deals.
1. Relationship before contract
In Norway, a good offer can often speak for itself. In Spain, trust in the person usually comes first, and the offer second. Lunch is not a break from the meeting – it often is the meeting.
Practical tip: Plan for the second and third meeting, not only the first. Budget time for relationship-building as part of the sales cycle.
2. Who really decides?
Many Norwegian organisations are flat, and the person at the table can often say yes. In many Spanish companies, decisions travel further up the line. A friendly contact may be fully convinced and still not have the final word.
Practical tip: Map the decision chain early. Ask openly who else needs to be involved, and help your contact sell the case internally.
3. A different calendar
Working days often start and end later, lunch is longer, and August is quiet across much of the country. Regional holidays also vary from one autonomous community to another.
Practical tip: Build the Spanish calendar into your plan. Silence in August is rarely a no – it is usually just August.
4. Directness and warmth
Norwegian directness can come across as cold or even impolite. Spanish warmth, on the other hand, can sound like commitment before any commitment has actually been made. Both sides can misread the other.
Practical tip: Keep the tone warm, and confirm agreed next steps in a short, friendly written follow-up after each meeting.
5. Spain is not one market
Madrid, Catalonia, the Basque Country, Valencia and Andalusia differ in business culture, networks and, in some regions, language. A strategy that works in Madrid may need adjusting in Barcelona or Bilbao.
Practical tip: Choose your first region deliberately, localise your material, and consider a local partner who already has the network.
Differences are an advantage – if you plan for them
None of these differences are obstacles. Companies that understand them build stronger, longer-lasting relationships than those that try to run a Spanish sales process the Norwegian way.
Summary for busy readers:
Invest in the relationship before pushing the contract.
Find out early who makes the final decision.
Respect the calendar – especially August and regional holidays.
Stay warm, and confirm next steps in writing.
Treat Spain as several markets, not one.
Atlantikka Observer helps Scandinavian companies take their first steps into the Spanish market – and Spanish companies into Scandinavia. Want to discuss your plans? Get in touch through the contact form on this website.
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