Our top 3 measures
The previous blog article shows that the need for the competence of salespeople within the consultation will constantly increase due to comprehensive subject areas, in this case the question of sustainability. In this sense, new ways of customer communication and thus a sustainability strategy in the company are needed.
1. Consider ecological footprint, lifetime of products and product design.
The sales department in particular has the opportunity to inform customers about the development process of a product or service. It can be of particular interest to map the ecological footprint transparently and to explain its composition in more detail. A best practice example of this is Sika. Here's a more detailed one sustainability report published on the company's website. If the ecological footprint is comparatively low, this has the potential to stand out positively compared to competitors with a higher footprint or a lack of transparency with regard to this information.
Also interesting is the product design and its consideration from a sustainable perspective as well as information about the lifetime of certain products. Which (raw) materials were used? Are there any alternatives? Is it biodegradable or recyclable? How long is the service life and are there possibilities for repairs?
All of these questions help to support customers' self-image of sustainability and to present future and already implemented goals of sustainability transformation within the company.
2. Reconsider and adjust marketing strategies and customer needs.
Behind many marketing and sales strategies is the desire to encourage customers to make constant purchases. However, it often happens that more is consumed than the customer needs or can afford. The aim of the purchase is therefore not necessarily the satisfaction of basic needs, but often the generation of a need (e.g. possession) and thus an impulse to buy.
In terms of sustainability, this gives rise to the problem of overproduction and overconsumption. If you adjust customer needs and sustainable goals of the company to each other, a profitable solution can be created for both sides and from an ecological point of view. Businesses can also support the customer digitally by helping them find the right product. A guided selling software, such as with the Digital Product Selector by FoxBase, can thus help to reduce bad purchases, for example.
3. Development of a new customer communication
In a new sustainability strategy, sales employees can assume the role of problem solvers and advisors for customers. Positive effects, changes within the company or other measures taken by the company in terms of sustainability can and should be transparently communicated to the outside world. Topics of particular interest are the environmental effects and negative effects of consumption and the company's associated solutions based on ecological criteria.
The leading culture for marketing and sales is characterized by openness, self-criticism, transparency and enlightenment. In this way, the customer can be brought on board and act as a partner in the sustainability transformation now and in the future.
And what measures are already in place in your company?
