“An international comparison of goal ambition and inner sales drive among salespeople from 12 regions around the world reveals a clear pattern: Sweden ranks second to last on the list”.
Why Swedish Salespeople Show Lower Goal Levels – and Why It Matters
New international data reveals a striking pattern: Swedish salespeople score among the lowest in the world when it comes to Goal Level – a critical indicator of ambition and internal motivation in sales.
“SPQ Gold/FSA is a research-based assessment that identifies 16 distinct forms of Sales Call Reluctance® – emotional barriers that prevent individuals from initiating contact. In addition to these reluctance patterns, the tool also measures key drivers of action, such as Motivation and Goal Level – the internal drive to achieve sales targets and the personal significance attached to success. “In a global comparison covering over 200,000 tested individuals across 12 countries – including the US, China, India, the UK, and the Nordic region – Sweden ranks near the bottom in Goal Level.
Sweden and Finland at the Low End
Sweden comes in second to last, just ahead of Finland. Denmark and Norway place somewhat higher but still fall below the global average. In contrast, countries like the US, China, and India display much stronger scores in Goal Level.
So, what does this tell us?
Not that Swedes are lazy or lack capacity – but rather that many Swedish salespeople:
- Don’t associate strong personal identity with sales success
- Have a more cautious relationship with goal setting and visibility
- Are shaped by a culture where ambition must be modest and “selling yourself” is
often frowned upon
Goal Level Is Not a Verdict – It’s a Starting Point
Low Goal Level doesn’t mean someone can’t succeed. But it signals that they may need more
support in:
- Clarifying their internal motivation
- Overcoming internal barriers to goal setting and action
- Realizing how their mindset directly affects behavior – often more than skills do
Why This Is Critical
In many companies – especially in Scandinavia – sales development still focuses heavily on tools, systems, and training. But without addressing the emotional drivers and blockers, we risk missing the point.
Low Goal Level is often linked to:
- Passive sales behavior
- Under-prioritization of prospecting
- Quick emotional withdrawal in the face of resistance
- Rationalization of underperformance (“We’re not pushy,” “Our product speaks for
itself,” “If they’re interested, they’ll call us”)
What Can We Do?
- Measure what truly matters. SPQ Gold/FSA gives insight into the unspoken – the
emotional forces behind behavior. - Focus on behavioral change – not just training. Call reluctance can be unlearned, but
it requires a different method. - Start with leadership. Research shows it takes only 8 weeks for a new hire to mirror
their manager’s behavior. Reluctance spreads from the top down. - Build a new cultural norm. One where drive and healthy ambition are respected –
not quietly discouraged.
Final Thought
Swedish salespeople have enormous potential. But too many operate on a low internal
flame.
With the right tools, insights, and development focus, that potential can be unlocked.
SPQ Gold/FSA is not a solution by itself – but it holds up a clear mirror.
The only question is:
Do we have the courage to look in it?
“We are now launching a new study, as the previous one was conducted in 2012. Our impression is that things haven’t necessarily improved—or worsened, for that matter. But time will tell.”
Christer B Jansson Founder and CEO of Confident Approach AB
