Transcript Swedish business

Selling to the Swedes
Global Week of Entrepreneurship
18 November 2015
Magnus Sätterberg
Deputy Head of Mission
Embassy of Sweden in Minsk
Agenda
• Swedish Economy and current trade pattern with Belarus
• Practical tips for selling to Swedish importers
Imports are very important for Swedish exports,
which represent 50% of Sweden’s economy
CONCEPTUAL
100%
80%
Imports
Consumed in
Sweden
60%
40%
Re-exported
20%
0%
Exports
The Swedish Economy is set to grow by 3%
per year 2015-2016
GDP growth at market value, %
8
6
4
2
0
2009
2010
2011
2012
-2
-4
-6
Source: Statistics Sweden, National Institute of Economic Research
2013
2014
2015F
2016F
After a dip in 2009, Swedish foreign trade
has kept stable
Total trade, BEUR
350
300
Imports
250
200
Exports
150
100
50
0
2009
Source: Statistics Sweden
2010
2011
2012
2013
2014
Belarus’ exports to Sweden small by
comparison
Swedish imports 2014,
BEUR
122
100%
Other
80%
Food & beverage
Other
Chemicals
US
Italy
Poland
Belgium
France
China
Russia
Finland
UK
Denmark
Other finished
goods
60%
40%
122
Manufactured
goods
Mineral fuels,
lubricating oil
Netherlands
20%
Belarus
26
Food & beverage
0.04
Raw material
Mineral fuels,
lubricating oil
Machinery
Manufactured
goods
Other
Chemicals
Norway
Machinery
Germany
0%
Belarus
Source: Statistics Sweden
Imports from Belarus grow 33% JanuaryJune 2015
Swedish imports from Belarus,
MEUR
70
60
Forecast
50
40
30
Jan-Jun
20
10
n/a
0
2009
Source: Statistics Sweden
2010
2011
2012
2013
2014
2015F
Belarusian exports to Sweden lag far behind
the Baltics, but are on par with Ukraine
Swedish imports 2014, MEUR
2500
2000
2022
1500
1000
866
611
500
47
41
Ukraine
Belarus
0
Estonia
Source: Statistics Sweden
Lithuania
Latvia
Agenda
• Swedish Economy and current trade pattern with Belarus
• Practical tips for selling to Swedish importers
Too few contacts between Sweden and Belarus
means challenges for Belarusian producers
• Swedish buyers know little about Belarus
• Swedish buyers do not come to Belarus
• Swedish buyers do not know what ”Made in
Belarus” stands for
Belarusian producers need to go out and
meet with potential buyers
Swedes are unhierarchial, international,
informal and expect professionalism
Swedish society:
Swedish business:
• Low level of corruption and well-run
bureaucracy
• Specialized and diversified, part of
global distribution chains
• Multi-cultural with a high level of
immigration, well travelled
• Well-developed service sector,
closely integrated with industry
• Informal and unhierarchial
• Corporate Social Responsibility
increasingly important
• Very consensus-oriented
Used to foreigners and trusts that contracts/deadlines will be followed.
Empowered to make decisions (or will have strong influence).
Important to do your company research before the meeting
Inexperience with Belarus and Swedish culture
means important to make buyer feel confident
• Previous export references and success stories have an
impact
• Company background and story telling increasingly
important
• High level of engineering knowledge - technical product
details create confidence
• Easy, quick, informal (but still professional) communication
is key
Sealing the deal: Swedes will try to avoid conflict
and dislike changing any consensus reached
Source: Richard Lewis Communications
Thank you very much.
[email protected]