A career built on sales and growth
Anncathrin “Anki” Abbing brings over 20 years of experience in sales and leadership across several industries. Her career reflects determination, adaptability, and above all, a strong passion for sales. Early in her professional journey, she discovered her true calling: helping companies grow by connecting customers with the right solutions.
Early career and building customer relationships
Before starting her business career, Anki trained as an animal caretaker and even worked with dolphins and elephants. While that path remained more of a personal interest, it reflects the curiosity and openness that have also guided her professional choices.
Anki began her sales career as a Regional Sales Manager in the beverages industry, where she first learned the importance of building strong customer relationships. From there, she advanced into business area and sales director roles in the wholesale and manufacturing sectors, leading teams and expanding market share.
What I learned early on is that listening to customers is far more important than just talking. Success comes from understanding their needs and helping them solve real problems, she explains.
Her leadership path continued as she became CEO of Swedish Cable Trolleys AB, a company in the industrial technology sector. In this role, she was responsible for strategic direction, operations, and international growth.
Those years were incredibly valuable. I built networks in the electrical and industrial markets that I still use today in my role at Fibox, Anki says.
Leading Sales at Fibox
In 2020, Anki was headhunted to Fibox, taking on responsibility for all sales in Sweden and Norway.
I lead a small team that is capable and constantly developing. We focus on both wholesalers and direct customers, and every day is about finding ways to support them better, she notes.
The Nordic enclosures organization is currently going through a period of change in sales. A new CRM system, HubSpot, has been rolled out across Fibox’s countries and is now fully launched at the European level, with training still ongoing.
Using Hubspot effectively requires a different new way of working for salespeople. It will bring a huge improvement in transparency, ensure a common direction towards the company’s goals and support defining those goals, Anki explains.
Change is always a process, and adapting to it takes time.
I am confident that, in the end, we will find a common rhythm and approach that allows us to reach our targets, Anki adds.
To ensure the expected sales culture change is implemented successfully in day-to-day operations, Anki maintains regular dialogue with her manager, Stefan Backman, VP Nordic Region.
Stefan has been a great support in this process, and we are able to have very open discussions about how to bring these changes into practice, she says.
Despite challenges such as limited resources, the global pandemic, and this organizational transition, she has successfully maintained and grown sales in her region.
There’s still plenty of room to grow, and we have ambitious targets for the coming years, especially to increase our market share in Sweden, she adds.
Sales as the heart of business
For Anki, sales is not just a profession – it is the very core of a company’s success.
Sales is the heartbeat of any business. We can have the best products, but unless we meet customers, understand their challenges, and help them succeed, nothing happens. Sales is the link that ties everything together.
Her philosophy is built on trust, listening, and partnership. She believes the role of sales is not to push products but to ensure customers find solutions that truly support their business. This long-term perspective has been a key factor in Fibox’s strong position in Sweden and Norway.
Leadership style and teamwork
Anki describes her leadership style as straightforward yet compassionate. She believes in being approachable, transparent, and honest – qualities that help build strong teams and trusted customer relationships.
I try to listen with my heart and support my team wherever I can. Even if I don’t immediately agree with someone, I always promise to come back with an answer. Leadership is about being open and trustworthy, she says.
She works closely with colleagues across sales, marketing, and technical support, as well as with key customers, often visiting them in person to strengthen relationships. Her team includes Johan Nestor, who focuses on key accounts, and Tomas Hendesi, who manages customer service. Together, they form a coordinated and effective unit that drives sales and ensures customers receive the support they need. The team is set to grow soon with the addition of another sales professional to strengthen their presence in Southern Sweden.
Lessons from two decades in sales
Anki emphasizes two key lessons from her long career in sales. First, the power of listening: Too many salespeople act like crocodiles, with a big mouth and no ears. Real success comes from listening carefully and providing solutions that the customer truly needs. Second, the importance of focus: Obstacles are what you see when you lose eye contact with the goal. If you only see barriers, you’ve already lost sight of your target.
She has also received support from Fibox for her professional development, including leadership training focused on artificial intelligence. The AI training was interesting, showing how AI can take a larger role in customer interactions. It’s a change, but one we can manage, she says, highlighting how sales will be approached in the future.
Commitment, motivation and future ambitions
What keeps Anki motivated is a combination of colleagues, high-quality products, and the freedom to work responsibly.
For me, sales is not just about hitting targets – it’s about creating trust, enabling growth, and helping customers succeed. That’s what makes every day rewarding, she explains.
Looking ahead, Anki and her team have ambitious goals. In the short term, they are working toward a 14% annual growth target, while in the longer term, the ambition is to double sales within five years. Achieving this will require expanding the team with new salespeople and continuing to strengthen customer relationships.
Personally, I hope to take on a broader role across Europe in the future, supporting colleagues in their sales efforts and sharing the experience I’ve gained over the years, Anki adds.
Life beyond work
Outside of work, Anki enjoys an active lifestyle and has always had a close connection to animals. She practiced show jumping herself and today follows her daughter’s competitions with pride. Although her early training as an animal caretaker did not become a long-term profession, animals have remained close to her heart and continue to play an important role in her life.
At home, she spends time with her two dogs, enjoys the outdoors, and cherishes moments with her children and two grandchildren. These experiences reflect her curiosity, energy, and appreciation for the relationships and connections that make life outside of work meaningful.
