Egalitarianism and lack of hierarchy are important values for Swedes so bear this in mind when you are doing business negotiations. Consensus decision making is usual, so do not address yourself solely to senior partners.
Greet men and women with a light but firm handshake. It is vital that you do not invade their personal space. Using first names is permitted because business is almost always conducted informally in Sweden.
Clothes should be conservative and not showy. It is fine for women to wear trousers if they prefer. Moderation is culturally important.
Punctuality is key, so if you can’t avoid being late you must phone ahead and let your colleagues know. Negotiations will be based on a careful exchange of knowledge and ideas. Do not expect a quick decision. Make sure you remain cool and calm while discussing business as showing excess emotion will be viewed as weakness or insincerity.
