How to establish your first trade contacts in Scandinavia?

In Scandinavia, LinkedIn is very widely used for building business connections, sharing information, discovering new opportunities, and it plays an important role in marketing and (pre-)sales activities. Therefore, it is precisely the right place to make first introductions, familiarize yourself with the market, and even carry out smart pre-sales activities.

Scandinavians value their professional networks very highly, which is why LinkedIn is not used superficially and the quality of connections should always be kept in mind.

Below are some key nuances to consider when establishing contact with Danes.

Clear boundaries – Facebook is for friends, LinkedIn is for business

Danes use Facebook exclusively for communicating with friends. It is not appropriate to initiate business connections there, even if you already know each other personally. LinkedIn should always be used for professional networking.

Find relevant contacts via LinkedIn

Use LinkedIn’s search functionality to identify new contacts. Join relevant groups, explore profiles within those groups, and share or comment on articles that you find interesting. Focus on the quality of connections rather than the quantity.

Approach contacts personally

Once you have identified relevant contacts you would like to connect with, be sure to send a personalized message via LinkedIn private messaging. Explain why you want to connect specifically with them and what you may have in common. In most cases, your connection request will be accepted, making you visible to that person — the first contact has been established.

Add value

With new connections, it is important to start from the principle of how you can be useful to your LinkedIn contacts. In the long term, be a contact who knows how to give as well as ask. Building trust is essential. LinkedIn is an excellent platform for sparking interest and establishing initial trust, creating a solid foundation for future collaboration. Building strong connections takes time, so focus on the quality of relationships.

Take the next step – the first introductory meeting at a trade fair

When it becomes clear that you share common business interests, invite the relevant contact to a meeting or a business discussion at a trade fair. Industry-specific trade fairs are particularly important, as you can attend as a visitor and arrange all your meetings there. This requires advance planning, but it can result in very valuable first contacts for your company.