Greeting

While being introduced, the parties exchange a handshake, which should be sufficiently strong, but at the same time short. It is important to maintain eye contact with your partner.

Swedes shake hands before and at the end of a meeting. Status, age, or position are irrelevant. They shake hands with the person standing next to them or who has just entered the room.

Both men and women shake hands during a meeting. Greetings between the sexes also take the form of a handshake.

Hugging as a greeting is only possible between people who have known each other for a long time.

During a conversation, it is important to maintain eye contact with the interlocutor. At the same time, it should not be tense. Don’t look away or hide your eyes. You may be considered someone who has something to hide and therefore should not be trusted.

If you are at an event in Sweden and for some reason, there is no one to introduce you, you can introduce yourself. This is considered an acceptable practice.

Introduction

Degrees, titles, and ranks are unimportant in Swedish society, although they are used in business or social intercourse. Common forms of address include doctor, professor, and engineer. If your partner does not have these qualifications, you can address him/her using Mr, Mrs, Ms, or Miss.

In communication, Swedes tend to address each other by first name rather than surname.

However, in formal situations, as well as in initial contact, you should address your Swedish partner using their surname rather than their first name, even if you know them. Quite soon after introductions, your partner will suggest that you switch to addressing them by their first name.

Your Swedish partner's full name may include a so-called middle name, for example, Isak Jonas Andersson. He may prefer that you call him Jonas, i.e. use the middle name.

Exchange of Business Cards

In Swedish business practice, it is customary to exchange business cards during introductions at the first meeting, as well as at various events, conferences, and forums.

In business practice, as a rule, English is used, so the text of the business card may be in English. The level of English proficiency is quite high in this society.

Put your name and position on your business card, as well as the company name and all the necessary contact information. Your academic degree in this case is irrelevant.

There is no special ritual for exchanging business cards in Sweden.

Small Talk: Overview

During a business meeting, Swedes spend little time on small talk, as they do not consider it a productive activity, and prefer to go straight to business matters.

In general, the Swedish communication style can be characterized as reserved and somewhat closed. People are reluctant to engage in conversation on personal topics. Building personal relationships will take a long time.

During the conversation, try not to use the word "Scandinavians" while talking only about Swedes. It is their culture and their achievements that they are proud of.

Avoid excessive expression of feelings and emotions. Swedes prefer more moderate statements and especially dislike it when someone boasts about their achievements.

Preferred Topics

The cultural features of Swedes and their differences from neighboring countries. If you don't know these differences, your Swedish partner will probably be happy to tell you about them.

Sweden's nature, landscape, fjords, and coastline. Swedes love nature.

Travelling, places that you have visited and that your partner has also been to (including in Sweden).

Taboo Topics

In communication, foreign businessmen should not touch upon the topics of family and its members, health, or personal pastimes.

However, if your partner starts talking about one of these topics, it makes sense to keep the conversation going.

All religious topics are taboo.

Avoid discussing (especially in a critical way) local problems or the actions of the local authorities, including the Swedish taxation system. Sweden has one of the highest standards of living in the world and its citizens are justifiably proud of it.

Avoid discussing and comparing different regions and areas of Sweden.

Personal Space

A comfortable conversation distance in Swedish society is about or even more than 1 metre. It does not matter whether the participants in a conversation are men or women, acquaintances or strangers, natives or foreigners. With the latter, however, the distance can be even slightly greater.

You should not try to shorten the distance, as your Swedish interlocutor may feel uncomfortable.

Any physical contact with other people should be avoided during communication.

Communication Specifics

In Swedish society, direct and honest communication is the norm. People generally say what they think without trying to express themselves in any other way. They can easily point out mistakes in your speech if they notice them.

You should not take a remark made to you as an insult or offence. Swedes assume that a frankly expressed opinion is constructive and will allow you to concentrate better on the work to be done together, even if it sounds a little harsh.

In a project, it is important to focus on the work without wasting time on small talk. For Swedes, it is important to achieve effective results.

In non-business communication, Swedes are rather reluctant to small talk with people they don't know or barely know. It can take a long time to build a relationship with your Swedish partner.

A conversation with your Swedish partner will probably feel like a leisurely conversation, with long silent pauses not uncommon. Silence is an integral part of communication and, unlike in other cultures, is well-accepted in Swedish society.

During communication, you should not interrupt the speaker, as this is considered rude and tactless.