Arctic Paper Builds Sustainability Knowledge to Strengthen Customer Conversations
Key Outcomes
The result? Sales teams report growing confidence in discussing sustainability, and these topics are increasingly becoming a natural part of customer conversations.
“Now we can use sustainability as a sales argument and add extra value in our customer meetings,” says Maribel Garcia, Managing Director Spain.
Rob Slowe, Managing Director UK, adds: “We will never be experts, but the training gives us the confidence to talk to customers.”
At the same time, embedding sustainability knowledge in sales will over time allow the sustainability function to focus more on strategic priorities.
Next Steps
The journey will continue with deeper topics such as the GHG Protocol, water consumption, and EUDR.
“If you’re not on board, the train will leave without you,” says Leif-Arne Karlsen, Managing Director ScanBaltics, emphasizing the growing importance of sustainability knowledge in commercial success.
This initiative demonstrates that integrating sustainability across functions strengthens credibility, supports better customer conversations, and lays the groundwork for long-term development.
Fact Box: How the Training Was Conducted
The consultancy Xvii designed the program in collaboration with Arctic Paper’s sustainability department and HR, conducting interviews with selected sales representatives to understand their needs.
The training took place during a lunch-to-lunch session in Copenhagen, combining interactive exercises, discussion, and reflection. A follow-up session on Teams and a homework assignment allowed participants to deepen their learning and apply it to their work.
Sustainability has long been integral to Arctic Paper’s operations. Over time, as sustainability topics have become more prominent in customer dialogue, the sales teams identified the need to strengthen their knowledge and confidence.
To address this development need, a training was defined and developed by internal subject matter experts, HR, and the external consultancy company Xvii. The initiative aimed to give sales teams a holistic understanding of sustainability, combining industry-specific knowledge with insight into relevant regulations, enabling them to engage confidently and meaningfully with customers. The goal was not to create experts, but to provide a solid foundation for relevant, fact-based conversations with customers and to embed sustainability naturally into everyday business discussions.
“Now we can use sustainability as a sales argument and add extra value in our customer meetings”
Purpose and Approach
The training created a shared baseline understanding of sustainability – why these issues arise in the value chain and how they impact business. It focused on building perspective and understanding for customer challenges, helping sales teams address sustainability questions with credibility and transparency.
The approach emphasized learning by doing, reflection, and dialogue rather than theoretical mastery, ensuring the knowledge could be applied in real customer interactions.
Three Key Learnings
Start with a foundation – knowledge is the first step in a long-term journey.
Focus on confidence, not perfection – relevant conversations matter more than expertise.
Use transparency as an advantage – facts build trust in customer dialogue.
