Written by Julie A. Baylor, CHA

 

Is being green a selling point? It could be; it should be. But it depends on if your sales staff approaches it as a feature or a benefit. 

 

Getting back to Sales 101, a feature is meaningless unless you can relate it directly back to a need that the client has acknowledged. The way a salesperson communicates green initiatives to their clients and prospects is the determining factor of whether or not being green is a selling point. 

 

Being green is NOT a selling point if: A) your clients are unaware; or B) your sales team cannot relate the benefits to your clients in a meaningful way. 

 

Not only does the sales team need to understand the reasons why sustainability is important for your business, but they need to know why it is important to your clients. 

 

Green Selling Basics for the Sales Team:

1.      Know what makes your business green.

The best sales people are experts on the products and services they sell. For a green business, this means understanding what your company does differently that makes it green, and how this benefits the customers, the employees, the owners, and the community. Take the time to fully understand the concepts of operating sustainably, and be ready to answer your client’s green questions. 

 

2.      Know your clients needs.

Although many of your clients may buy the same products or services, they do so for various reasons. Every client is motivated differently. You must find “the need behind the need” before you can use green initiatives as a selling point. Do your homework on your prospect or client to learn what motivates their buying decisions. Find ways to relate your green initiatives directly to your clients needs. 

 

3.      Connect the dots: #1 + #2 = SALE 

#1 builds confidence, for both you and your client. 

#2 demonstrates true desire to meet your client’s needs.

#3 creates winning partnership.

 

Realize that not everyone has the same reasons for doing business with a green certified company, but everyone does want to feel that they are making the best buying decision. Understanding the many benefits of doing business with your green company and effectively communicating and relating those benefits directly to the client’s needs will be the key to turning your green status into a valuable selling point. 

 

 

Julie A. Baylor, CHA, LEED GA www.juliebaylor.com