Do you worry about manmade Global Warming–or do you believe we’re in a cooling trend instead? Do you fear for the planet because of our activities or do you believe mankind has little or nothing to do with climate change? In sales, your answer to these questions is immaterial.
No matter your view on the climate change debate, selling green is good business, and if presented correctly, selling green can be appealing to consumers on both sides of the issue.
Most people, no matter their stance on global warming, want to be good stewards of the environment. Their reasons may differ, but in many ways their actions are the same—environmental conservation. You may purchase a hybrid automobile because you want to cut CO2 emissions, while I purchase the same car because I don’t want to pay for gas. You may install a solar panel on your home because you want to cut down on the use of electricity from a coal fired electric plant, while I purchase a panel for my home because I don’t want to pay the high electric rates. You may support wind energy production because it is clean, while I support it because it helps us become a little less dependent upon outside sources of energy. The motives may be different but the end is the same—we’re both ‘going green.’
Individual and business consumers are becoming increasingly conscious of the green choices they make, and more and more of them are consciously choosing purchases that have some green component to them. As our prospects become more green conscious, we must begin to emphasize the green and environmentally sound aspects of our products and services in our presentations, as well as our printed materials.
To green up your sales you will need to appeal to one or more of the typical green buying triggers prospects have:
? Green Emotions: does your prospect buy green because of the positive emotions he or she feels when they believe they have made a green purchase? Green emotion buyers tend to be the easiest sale as the decision is based on the feel good aspect of the purchase rather than the actual environmental impact of the sale.
? Green Consequences: buyers who purchase based on the anticipated environmental or financial impact of your product or service want detailed information—they tend to be numbers buyers when it comes to the green aspects of the purchase: how much does your product reduce CO2 emissions? How much of the product is recycled? How far in the future before I actually begin to realize the promised fuel savings?
? Green Marketing: many business customers are interested in making green purchases that will allow them to promote themselves as being good stewards of the environment. Particularly appealing to these prospects are products or services that they can pass on to their green conscious customers.
Even in today’s economy where price and value are at the forefront of everyone’s mind, green is still very much a major factor for many prospects in their purchasing decisions. If you’re not selling the green aspects of your product or service, you’re leaving money on the table. If you haven’t even considered how your product or service fits within the buying decisions of your prospects who are green conscious, you’re being left behind and don’t even know it.
No matter your particular view of the green movement, it is becoming an increasingly important part of the purchasing decision for a growing number of individual and business customers. If you aren’t addressing these issues with them, your competition will be.
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