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This past week the cable new shows were abuzz with reports about Earth Day activities and events. That got me thinking about the implications of the green movement on Sales Professionals. So this week I have some advice for selling green. But first here is a word from our sponsor:

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Green Sales

GREEN is the new buzz word in sales. Today it seems as if everyone, everywhere, is talking about GREEN products and services.

Across the globe, companies are creating advertising and collateral touting the GREEN attributes of their products and services. Sales Professionals are receiving collateral from their marketing organizations that are designed to help demonstrate the organization’s commitment to green initiatives and sustainability. Some of these initiatives are real and some are pretty silly. Regardless, as more businesses jump on the GREEN bandwagon, salespeople who have little training or knowledge of these initiatives will be asked carry this message to customers and prospects.

So what do you need to know to make GREEN a competitive advantage in your sales process? How can you leverage your company’s GREEN initiatives to better connect with your prospects and customers?

Tips for Selling Green

To get answers to these questions I called my good friend Dennis Duce. Dennis, who works with Nielco Roofing & Sheet Metal, is one of the top Sales Professionals in the roofing industry and is called on by industry groups to write and speak about GREEN issues. He’s also been featured on TV news shows. When it comes to selling GREEN, Dennis knows his stuff.

Dennis gave me three tips for selling GREEN that he says will help you put more green in your wallet.  

Of these three points, the most important is never lead with your green card. People equate GREEN with added cost and if the first thing you present is the environmental benefit of your product, then the first thing that goes through your buyer's mind is a concern about your price. You must build a case for your product that helps your customer see why they would want it even if it was not GREEN. Once you have their interest, use GREEN features and benefits to build an emotional connection to your product or service. The environmental benefits will differentiate you from your competitors and will often give you the winning edge. 

To rise above your competitors who are jumping onto the GREEN bandwagon in hopes of generating quick sales, education is essential. Now more than ever is a time when you must invest in your product knowledge. The reason is simple. The companies that you are selling to are educating their buyers on environmental issues--and to be viewed as an expert --it is critical that you know more about the GREEN attributes of your products and services than they do. If you try to fake it, the environmentally savvy buyer will call you on the carpet and you will lose credibility, which will undermine your relationship. If you don't know an answer to a question it is better to admit it, take a note, and inform your customer that you will get back to them with the answer. Your client will appreciate your extra work and the willingness to learn.

As GREEN becomes a more important part of the sales process, relationships are key to increased sales. The desire to help the environment is an emotional feeling, and your customers and prospects will be keen to connect with people who share their interest in promoting environmental consciousness. That is especially true for clients who really want to buy GREEN. Take time to learn about GREEN issues outside of your industry and beyond your product or service. Read, do research, and attend seminars.  As your relationships with your clients deepen and loyalty grows, they will look to your for advice and counsel. Soon your competitors will be locked out, your sales will grow, and you will find more and more green in your commission checks.

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This is Jeb Blount, the Sales Guy. For more tools and discussion to help you build a winning sales career join the Sales Gravy group on LinkedIn. Please take a moment this week to connect with me on Facebook, LinkedIn, and Twitter. And be sure to check out Money Girls Guide to Retirement Planning. This Audio Book can be purchased on iTunes, Audible or right here on QuickandDirtyTips.com.