How AWERO built a reseller network covering Southern Sweden in 7 months

The challenge

Despite strong production capabilities and international experience, AWERO faced several strategic challenges:

• Market concentration risk: ~80% of exports were directed to the USA and Canada
• Regulatory uncertainty: Changing import taxes in North America posed long-term risks
• Limited partner network: Many regions depended on single resellers
• Need for scalable growth: Expansion required reliable medium- to large-sized distributors

For the Nordic market, AWERO needed to generate initial traction through RFQs and test orders, build a qualified database of potential partner and reach decision-makers in relevant industries

Key sectors included:

• Building materials wholesale and retail
• Sanitary and HVAC products
• Construction and installation services
• Sports & leisure retail
• Garden and outdoor retail

This ensured alignment between AWERO’s products and relevant distribution channels.
We learned what messages have worked before with AWERO, customized it with our local insights and approved with the partner.

2. Step: Lead Generation, Presales & Outreach

When the total addressable market consists of 500 to 5,000 potential companies, success depends on choosing the right tools and approach to reach them effectively.

In the Swedish market, it has became clear that doors open significantly easier when outreach is done by a native-speaking professional, who understands the local business culture and communication style.

For this reason, Fontakt focused on direct phone outreach as the primary channel, supported by a structured and data-driven approach.

• Built a structured database of qualified companies
• Identified and approached key decision-makers
• Established direct communication between AWERO and potential partners

Rather than focusing on volume alone, the emphasis was on high-quality conversations with relevant distributors. Fontakt’s role extended beyond initial outreach. We effectively covered the entire sales cycle with new resellers—from the first call and initial qualification to negotiations and supporting partners through to their first orders.

Fontakt ensured that each interaction provided value by asking targeted, industry-specific questions, allowing both sides to quickly assess potential fit and uncover real opportunities.

3. Step: Relationship building & validation

The outreach aimed to create initial interest in AWERO’s product range, generate Requests for Quotation (RFQs), secure test orders to validate market demand.

Fontakt segmented all contacted companies based on their level of interest and readiness to collaborate:

• Cold leads – no current interest or not a fit
• Neutral leads – potential fit, but no immediate need or timing mismatch
• Hot leads – strong interest and active discussions regarding partnership

After the initial outreach and first phone calls, AWERO’s export manager and Fontakt’s B2B sales expert worked in close tandem = engaging the most promising leads, participating in meetings, handling negotiations and moving discussions forward.

All leads were handed over with full context, but Fontakt remained actively involved throughout the process supporting AWERO from first contact to actual deals. This ensured that opportunities were not lost after the first interaction, but instead developed into concrete partnership discussions and first orders.

As a result, AWERO was able to move forward with concrete partnership discussions, engage directly with the most promising partners and arrange meetings with selected companies.

What we also learned?

Beyond lead generation and outbound call process also delivered valuable real-world market insights, giving AWERO a much clearer understanding of the Swedish market:

• Which types of resellers are actively selling similar products today
• What criteria partners use when choosing new suppliers
• The most common objections and barriers to entry (e.g. pricing, logistics, existing supplier relationships)
• How current distribution networks are structured
• What product positioning works best in the Swedish market
• Which segments show highest interest and fastest traction
• Seasonal dynamics and timing expectations for orders
• Expectations around showrooms and local presence
• Pricing sensitivity and competitive landscape signals
• Differences between smaller resellers vs larger distributors

This insight allowed AWERO not only to approach the right partners, but also to refine their market strategy, positioning, and sales approach for Sweden.