Cultural trainer in Denmark

Selling in Denmark: The Danish approach vs the US approach

One of my clients, an industrial company in Jutland, sent two of its sales representatives to meet with a customer in the USA.

The Danish company’s representatives were expecting a small meeting with one or two people from the customer team, where they could present the advantages of their latest heavy machinery.

Instead, they were surprised to find the meeting room filled with 15 people from all levels of the company, from executives with purchase authority to administrative staff to several skilled workmen from the industrial floor.

“Why were there so many people in my sales meeting?” one of the Danes asked me later.

Selling in Denmark