One of the most difficult challenges we face when selling sustainable products and services is the complexity of sustainability itself. People frequently don’t comprehend the true value of our products without a lot of deep thought and intricate systemic understanding. And as any veteran salesperson can tell you, convoluted thought processes often pose a barrier to sales.
That’s why it’s a good idea to come up with simple reasons to buy our products. Statements like “it saves you money,” “it tastes better,” and “it’s the healthy choice for your kids” give people clear reasons to buy that benefit them personally in ways that are easy to understand.
So should we steer clear of environmental messaging for fear of confusing our prospects?
In most cases, emphatically NO! The environment is becoming an increasingly important concern, especially for certain segments of the population. We certainly do want to talk about environmental benefits. For one thing, concern for the environment can often tip a consumer’s decision in favor of your product. But more importantly, keeping the environment top-of-mind benefits the planet and society as a whole by shifting society’s preferences towards more sustainable options.
That’s why consumer education is such a crucial part of Green marketing. Take every chance you get to engage people and gently help them understand the complex issues our world is facing, as well as the role your product or service plays in protecting it.
But don’t be pedantic or overbearing. The trick is to break it down into digestible chunks. Over the next few days I’ll share some guidelines for creating environmental messages that will both inform and engage your customers. Stay tuned!