Sales Leader of the Month with Mindit – Jonas Skovgaard at Foria

Facing the future through experience and innovation. Sales development is gaining momentum at Foria.

When Foria and Mindit began their collaboration, it was clear that the company already had an extensive knowledge base. Foria, a leading player in the transport and machinery industry in the Stockholm region, had built its strong reputation through decades of experience and a deep understanding of customer needs. But how do you renew a sales culture that is built on decades of successful working methods?

One of the most interesting aspects of our conversation with Jonas Skovgaard, CEO of Foria and named Sales Leader of the Month, was his insights into how experience and development can go hand in hand. During our collaboration, we at Mindit have had the privilege of contributing to Foria's continued development journey by introducing new tools and structures that help them become more proactive and purposeful in their sales.

Respecting experience and using it as a foundation

Jonas Skovgaard is clear that one of the most important parts of their development work has been to respect and highlight the extensive knowledge that already exists within the company. With many employees who have worked in sales for 20–30 years, it is no easy task to introduce new training and working methods. As Jonas says:

“It’s not about learning a whole new role. Instead, we need to build on the experience and expertise that already exists, while modernizing and evolving our ways of working.”

Achieving this is not just about introducing new tools, but also about making room for employees’ existing knowledge to be documented and disseminated internally. This way, the company’s experienced employees can continue to be an asset, while introducing new ideas and methods.

Changing customer and new expectations

A large part of Foria’s transformation journey has also been about adapting to a changing customer market. In today’s digital era, customers have access to more information than ever before, which means they are often well-prepared for meetings. This has changed the role of the salesperson from being the one who introduces solutions to becoming more of an advisor and listener.

Jonas talks about how the training has helped their salespeople adapt to these new expectations:

“One of our salespeople called after the training and said, ‘I listened more and talked less – and it went really well!’ It shows how important it is to be able to read the customer and adapt your offer to their needs instead of just presenting a solution straight away.”

Investment in education: a strategic key

Investing in training has been a central part of Foria's strategy to strengthen its sales and adapt to the changing market. But Jonas stresses that you have to have realistic expectations. Training doesn't solve everything at once - it takes time, commitment and patience for the change to take hold throughout the organization.

“It is important to have reasonable expectations. It is not enough to just take a course and then expect everything to work out on its own. It takes continuous work to implement what we have learned in everyday life.”

One of the challenges of introducing training is that some employees have not asked for it themselves. But Jonas highlights that even those who were initially hesitant often appreciate the effort once they see the results. Many of Foria’s salespeople had never received this type of training before, which gave them new insights into how they could improve their work.

The new sales culture celebrates even small successes

One of the initiatives that Foria has introduced to encourage and recognize its employees is the “X-Factor of the Month” competition. It is a monthly sales competition where employees who have done something extraordinary are highlighted and celebrated. Jonas explains how important it is to celebrate the small achievements and how the competition has become a valued element of their sales culture:

“It’s not about money, it’s about recognizing and celebrating achievements that make a difference. The competition has become popular and creates a sense of community among employees.”

The competition shows how Foria focuses not only on big goals but also on the small, but important, progress made daily.

The importance of a culture where everyone understands why the change is needed

One of the most important lessons Jonas shares is the importance of involving the entire team in the change process. To succeed, both attraction and, sometimes, a certain degree of demand are required. While it is best if employees themselves request training, it is sometimes necessary to drive the process to ensure everyone participates.

“Enticement usually works better than coercion, but clear frameworks and expectations are also required for change efforts to succeed.”

This shows how important it is that leadership is not just about introducing new tools and processes, but also about creating a culture where everyone understands why the change is needed and how it will benefit both the company and themselves.

Monitoring tools and structured goals ensure that nothing falls through the cracks

To ensure that the new ways of working really have an impact, Foria has introduced a method for regular “Direct Talks.” These are monthly meetings between employees and their managers where they review which goals and activities should be prioritized during the upcoming period.

“It’s about coordinating and ensuring that nothing falls through the cracks. It’s no stranger than following up on what we’ve agreed upon, but it’s a crucial part of staying focused and ensuring that goals are achieved,” says Jonas.

This structure has helped Foria stick to its long-term goals and ensured that no activity is forgotten in the daily hustle and bustle.

Small improvements make a big difference

Jonas concludes by emphasizing that it doesn't always take big changes to make progress. Often it's the small adjustments in how you handle customer contacts or processes that can make the biggest difference:

“You don't have to be radically better to win a deal. Sometimes a small improvement is enough. The important thing is to have an open mind and always want to develop, no matter how much experience you have.”

This insight reflects Foria's entire journey of change – combining experience and tradition with innovation and a desire to develop is the key to success.

Foria's continued growth journey

Foria continues to modernize its sales and create a more proactive strategy. By combining tools, structures and a strong respect for existing experience, Foria has managed to create a successful and sustainable development process.

With Jonas Skovgaard as CEO and a leader who truly believes in his employees and their potential, the future looks bright for Foria. At Mindit, we look forward to continuing to follow and support the company on its journey of change, as they continue to prepare to meet the challenges and opportunities of the future.

Interested in driving change towards your business goals? Mindit designs development efforts that create results that are completely customized to your business, your challenges and goals. Contact us and we'll tell you more!