How to Persuade Prospects to Buy Your Eco-Friendly Products
by: Brad Shorr29 Jan
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These days, it is increasingly difficult to sell products solely on the basis of their “greenness”, particularly if the green product in question is more expensive than the non-green alternative.
And even when your green product is less expensive, that may not close the sale. Customers are looking for total value. There is simply too much bottom-line pressure in our recessionary market for customers to think otherwise. Are you communicating the total value of your eco friendly product to your prospect? For example, does your product …
- Increase throughput
- Reduce shipping expense
- Enhance product appearance or marketability
- Save labor
- Improve ergonomics
- Enhance safety/reduce injuries
- Strengthen the brand
- Solve an operational, logistical, or financial problem
In what ways does your green product benefit the prospect? Convey those benefits to the prospect first. This will get the prospect thinking seriously. Then, use your product’s eco friendly characteristics to inspire the prospect to take action.
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4 Responses for "How to Persuade Prospects to Buy Your Eco-Friendly Products"
We agree. You can’t simply sell “Green” as a value proposition, especially in this financial situation. There needs to be a “show me the money (and benefits/savings)” value to this and ANY product people consider.
Hi Rich, I suppose the challenge for green-oriented sellers is then to make sure they are asking the right questions and learning about the customer’s overall needs. That’s not always easy!
Brad and Dennis:
Well done. It’s been my long-held opinion that to encompass all of these considerations in the calculus of decision-making is the most (environmentally) intelligent thing any one person or enterprise can do. The monomania for advancing slogans of dubious or even non-existent meaning provides little if any benefit environmentally, socially, economically.
Hi Mark, You stated that very well. Dennis likes to say that sustainable packaging should not cost more (in terms of overall cost and even material cost) – that is the sensible. businesslike approach.
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