Sales Leader of the Month September 2025 – Axipto AB

When sales becomes everyone's responsibility, Emanuel Svensson shows the way

Creating a culture where sales is the responsibility of the entire organization requires more than new processes, it requires present leadership and the courage to challenge old habits. That is precisely why Emanuel Svensson, CEO of Axipto, a company within the Inducore group, where he is also business area manager for the “Components” business area, is highlighted as Sales Leader of the Month.

Leadership that makes a difference when the entire team sees their role in the business

We at Mindit have seen along the way how Emanuel, with commitment and clear direction, has enabled the entire team to see their own role in the business. He has been active, aware and has contributed greatly both in his own role and in creating commitment among the entire group. It is his ability to see the potential in each employee and to make sales a natural part of everyday life from technology and production to HR and management. It has made a real difference at Axipto.

Selling is not a title, it's a way of working

When Emanuel first invited the management team to sales training with Mindit, many wondered if it was really for them. “I’m not a salesperson on a business card,” as technical director Martin Israelsson put it. But it soon became clear that sales is about much more than titles. It’s about creating value in every contact, regardless of role.

Martin Israelsson, Technical Manager: "The training was clearly beyond expectations. What I take away from the course is that 'Everyone is a salesperson, everyone who has customer contact in some form'. It's not just those who have 'sell' on their business card who sell, but all of us can also help with that in our various roles."

From inspiration to structure – real change

Before the training, few identified themselves as salespeople, and many had difficulty putting their finger on the fact that it was actually sales that they worked with in their everyday lives. With the new sales process, the team has gained a common language and clear tools, now everyone can see and describe their contribution to the deal, regardless of role. It has made sales something natural and inclusive, rather than something that only applies to some.

After the training, it has become natural to take responsibility for customer relations even in technical and project management roles. Collaboration between departments has deepened and more people now actively contribute to the business, regardless of title or function.

Jesper Madsen, plant manager: “Fantastic sales training that strengthened both my sales skills and personal development with increased self-confidence, drive and clear goal focus, 5 out of 5.”

With the support of Mindit and trainer Camilla Mattsson, the team has gone from inspiration to concrete change. The sales process has become a tool for driving development, not only towards customers but also internally in everything from recruitment to production.

Caroline Darwiche, HR: “What I have taken with me is the implementation of the sales structure, with everything from planning to follow-up, within the recruitment process but also overall to structure my everyday work.”

The sales structure is now used as a support in daily work, not only in customer dialogues but also in internal processes such as recruitment and planning. This has led to clearer follow-up and a more structured everyday life for many in the organization.

Everyone contributes and everyone grows

Sales development has become a shared concern. Emanuel emphasizes that it is when the entire team is involved, and everyone is allowed to contribute their strengths, that real change happens.

Sam Tabbert, Production Manager: “I have taken with me that we all at Axipto have a sales function as well as tools and skills that strengthen me in my role as Production Manager.”

In production, dialogue with customers has become more structured and it is more common to identify new business opportunities in daily work. More people are now collaborating on customer cases and taking the initiative to find solutions together across departmental boundaries.

Mindit's contribution – structure, courage and long-term perspective

Emanuel particularly highlights Mindit's role as an external partner and sounding board. With clear tools, workshops and continuous follow-up, Mindit has contributed to creating structure and the courage to try new things. This has been crucial for the change to last over time.

Emanuel also describes the importance of having an external party that helps to keep the direction and follow up on the fact that new ways of working are actually used in everyday life. “It’s easy to fall back into old patterns, but with regular reconciliations and support from Mindit, we keep the change alive.”

Long-term impact and challenges ahead

The biggest challenge now is to keep up and follow up, not to jump on too many new things at once. Emanuel sees the importance of continuing with regular reconciliations and constantly evaluating: “Have we used what we learned? What can we improve?”

The long-term impact of the work is clear

Selling is no longer something that only a few people work on, but a shared culture where everyone contributes to the deal. This has created security, commitment and stronger collaboration across departmental boundaries.

Joakim Fröjdh, sales and purchasing manager "Thanks to the training, I have a whole new confidence in my presentations and customer dialogue, it's really fun to feel how to take a step to the next level."

The team at the graduation ceremony, together with trainer Camilla Mattsson.

The role of leadership – presence, courage and curiosity

We at Mindit have particularly observed Emanuel's presence and commitment as crucial to making the move a reality. He has been active, conscious and has contributed greatly both in his own role and in creating commitment among the entire group. It is his efforts that have made the change not just a project, but a real move.

Emanuel's advice to other leaders

“Selling is not just something for the sales department, it is an approach that starts with leadership. Engage the whole team, listen to everyone's ideas and dare to try new things. That's when change really happens.”

When sales become a natural part of everyday life, both relationships and business are strengthened.

Axipto's experience shows that change is possible when leadership, structure and commitment go hand in hand. The result is not only increased sales but also safer employees and more satisfied customers. It is a journey that continues and inspires more people to dare to take the step.

All customer cases