Expanding a Finnish Language Training Company into Sales Training

Abstract

This thesis explores the feasibility of expanding the services of PNP Crossing Borders Oy into the Finnish sales training market. The thesis aims to assess the level of market demand, to understand business expectations regarding training services, and to evaluate whether such an expansion would be strategically beneficial. The topic was selected due to the student’s and the company’s shared interest in the topic; the company already had expertise in corporate training and an interest in diversifying their service offering.

The research employed a mixed-methods approach. Primary data was gathered through a survey and two interviews. The first interview was structured, and the second was informal. The survey collected responses from professionals in various industries in Finland. The survey focused on respondents' use of and attitudes toward sales training. The interviews were used to deepen the understanding of training needs and purchasing behavior from a managerial perspective.

The findings indicate that sales training is widely recognized as important. Although the actual investment varies by company size and awareness, sales training is widely recognized as an important part of sales. Flexibility in format, relevance to real work tasks, and moderate pricing emerged as key factors influencing training decisions. The results support the conclusion that the Finnish market offers realistic opportunities for entry, provided that services are tailored, competitively priced, and offered bilingually.