Some may be familiar with the Finnish stereotype presented in Karoliina Korhonen's webcomic "Finnish nightmares". In the comic, a painfully shy Finnish character called Matti tries to navigate everyday social situations by mostly avoiding them. Unfortunately, things don’t always go his way, and Matti ends up sweating through awkward silences.
Does Matti present your typical prospect in the Finnish B2B landscape? Thankfully, no. Nevertheless, Matti’s exaggerated reservedness is a characteristic that is good to be aware of when entering the Finnish B2B market.
Communication: Straight to the point (Please)
While other Nordic markets may seem approachable with some light-hearted banter before getting to business, Finland stands out like an iceberg. The business culture requires being well prepared before the first point of contact.
If it's a phone call, the first seconds are critical. Prospects expect you to go quite straight to the point, of course in a polite manner. There's no need for chit chat, but being polite, professional and respectful of the prospect’s time is fundamental.
Naturally, you should be excited about whatever it is you’re trying to convey over the phone, but overly enthusiastic and flamboyant pitches rarely fit the Finnish culture and are therefore often met with a hollow silence. Prospects are more likely to engage in a conversation when there’s a realistic value promise and the information is presented in an efficient and professional manner.
Furthermore, Finns like to keep their LinkedIn up-to-date, and they assume you've already done your homework of finding out the basics of the company they work for and what areas they work (or don’t work) with.
Again, this highlights the need for efficiency: do the research in advance to avoid the prospect feeling they’re wasting precious time answering basic questions you could have already covered by looking into their channels.
From cold calls to warm meetings
A digitally savvy nation full of introverts might not immediately come across as a tempting market for cold calling, but this is where Finland can surprise you.
Although B2B decision-makers get a lot of sales calls throughout the week, with integrity, competence and understanding of the Finnish business culture, it’s possible to cut through the noise.
Many Finns are “healthy suspicious” over attempts to approach them, and you must win their trust by being transparent from the first moment. It’s important to familiarize yourself with your competitors and be honest about the qualities of the solution you are marketing: if it’s not a 100% match, that won’t be an obstacle if the relationship was built on trust from the beginning, and there’s a plan for improvement.
In other words, Finns are wary that if something feels too good to be true, it probably is.
Good communication in face-to-face meetings is crucial, but on top of that, decision-makers do their fair share of research, background checks and comparisons behind the scenes. Another reason why you might not hear an immediate ‘Yes’ is that Finnish organizations are relatively flat, and a lot of consensus-building usually takes place before any deal is sealed. Success usually requires sharing knowledgeable insights and clarifying the value to several different roles.
It may take time, but it’s worth it – in Finland, well nurtured business relationships tend to hold strong and last long.
Speaking to Matti (and everyone else)
Now, you may not run into a ‘Matti’ every day, but on the occasional times you do, it’s best to speak his language. Although most Finnish professionals are fluent in English and use it daily, native Finnish SDRs can make a real difference in sales, especially in the early stages where the seed of trust is planted.
Breaking the ice in this unique market requires sensitivity and understanding of the local culture and business etiquette. Master those, and you’re halfway there.
Looking to break into the Finnish market? We help B2B tech companies connect with the right prospects through local expertise, clear messaging, and culturally aligned outreach.
