Sales recruitment! US vs. Nordic sales styles: Key differences every sales recruiter should know

By Hans Hammer Andersen 

Selling styles in the US vs. the Nordics differ a lot, and understanding these nuances can be a game-changer, especially for companies expanding across markets or managing international sales teams. For sales recruitment in the Nordics, grasping these differences is essential to hiring the right talent.

Insider knowledge: Sales people in the Nordics are typically well-trained and sales methodologies like Solution selling, Challenger sales, MEDDIC, SPIN, Sandler and other well-known methodologies thrive in the Nordics. 

In sales recruitment Nordic CSOs and CCOs are typically looking for new business developers and account managers - with high drive, high activity - and strong sales competences. Nordic hiring managers actually often look for the US style characteristics, while being highly aware of how customers in the Nordics should be approached.

Facts: Our societies and cultures shape overall country personalities. In our work with international personality assessments (Extended disc and others), we can see from surveys, that in the US the primary personality styles are D/I (Dominant and Influential): Results-oriented , individualistic, competitive and extroversion. And D (high result orientation) being the primary factor with 25% of the population. In the Nordics the primary styles are S/C (Steady and Compliant): Consensus-driven, egalitarian, non-confrontational and rules-conscious. Here the D is the primary style in only 4-9% of the population varying of the country.

So even though sales managers wishes to attract sales people with the D/I profile in the Nordics, there are simply fewer people with those dominant traits in the Nordics, compared to the US. 

US sales style - High-energy, persuasive, and goal-driven

1. More aggressive / high-energy

US sales reps tend to be more assertive, enthusiastic, and persuasive. There’s often an emphasis on urgency and closing—"Always Be Closing" is still a thing. For a sales recruiter in the US, identifying candidates with high energy and confidence is key. They tend to be more direct and persistent. More competitive and aggressive. Hitting quotas and “closing the deal” are primary motivators.

2. Pitch-driven

Storytelling, hype, and strong value propositions are central. Reps often lead with a strong, polished pitch focused on benefits and ROI. Reps are trained to overcome objections and steer conversations toward a close. This is a typical trait recruiters of new business development roles often prioritize.

3. Personal branding

Reps are encouraged to stand out with bold personal branding on LinkedIn and other platforms. Charisma and energy are valued as much as product knowledge. Marketing recruitment often overlaps here, especially when hiring for dual commercial and marketing roles. Salespeople are expected to be highly enthusiastic and assertive.

4. Decision-maker focus and fast-paced

US sales strategies often aim to get straight to the top decision-maker and bypass the middle. Decisions are expected quickly. The sales cycle tends to be shorter, especially in SMBs. This makes recruitment of Chief Commercial Officers (CCO) or Chief Sales Officers (CSO) crucial for steering the overall sales direction. 

5. Volume-oriented

Larger markets and higher deal volume = faster-paced sales cycles. “Spray and pray” methods (especially in SDR/BDR roles) are more common. This drives high demand in recruitment of sales managers and business developers.

Nordics sales style - Trust-based, consultative, and low-ego

1. Low-pressure / trust-based

Sales in the Nordics is about building trust and providing value over time. Pushy tactics are a turn-off—integrity and honesty win the deal. The sales culture tend to be more collaborative and less hierarchical. Humility and honesty are appreciated.

2. Consultative & collaborative

Focus is on problem-solving and genuinely helping the customer. Sales cycles are longer, but the relationships are deeper and more loyal. 

3. Understated communication

Reps are typically more modest and factual in how they present value. Customers value data and straightforward answers over hype. More about discussion and clarification than pushback. A good rep listens deeply and adjusts. Over-selling is viewed as insincere. For recruitment of account managers or key account managers, this approach is often a core requirement.

4. Consensus-driven decisions

Nordic organizations often make decisions collectively. Salespeople must influence multiple stakeholders and facilitate group alignment, making commercial recruitment more focused on collaborative traits. Overconfidence or aggressive closing tactics are usually a turn-off. Modesty and realism win. Longer Sales Cycles - especially in enterprise-level sales, as decisions involve multiple stakeholders.

5. Work-life balance aware

There’s more sensitivity around work hours and follow-up timing. Expect more structure, less “chasing”—things move slower, but with high intent. Recruitment of sales professionals in the Nordics must reflect this cultural dynamic.

Can the more aggressive US style work in the Nordics?

Absolutely. Actually, it’s in demand. The old saying is ”that you can typically be a little bit more aggressive with the customers, than you think you can.” The customer ”boundary” is typically higher, than you think. So if you know the Nordic culture and are used to work with decision makers and influencers in the Nordics, the person with the US style traits can be very successful in the Nordics.  

Remember – The track record speaks volumes!

When companies are recruiting for complex sales positions, they typically demand experienced sales people. And they have track records - job history. Do they have a stable job history or do they change jobs every 1-2 year (don’t go there). No matter the personality traits, the candidate track record should be strong. The track record is the best indicator of performance – for experienced sales people and sales executives.  

Happy recruiting! 

About Hammer Andersen.   

Since 2006, we have recruited +2500 people. For many years our focus primarily was sales people and sales managers to all levels. Today we recruit for the full commercial organization; Sales, Marketing, Sales Operations, Customer Success, Customer Service and commercially oriented HR people. Our customers are both top 500, and small to larger companies. We have solved engagements in Denmark, Sweden, Norway, Finland, Germany, UK, France, The Netherlands, USA, Peru and Australia. Our offices are located in Copenhagen and Aarhus, Denmark.