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 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.
Green is the new buzz word in sales. Today it seems as if everyone, everywhere, is talking about Green products and services. In the construction industry I sell Green every day and I have learned three key things about selling Green that, placed into practice, will help you put more green in your wallet. 1. Never Lead with Your Green Card
2. Education is Essential
3. Relationships are Key
 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 are concerns 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 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.
{sidebar id=7}As Green becomes a more important part of the sales process, Relationships are Key to increased sales. As Jeb Blount always says People Buy You. This is especially true of clients who want to buy Green. 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. 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.
Dennis Duce is considered one of the top Sales Professionals in the roofing industry and is an estimator for Nielco Roofing & Sheet Metal, Inc. He lives in beautiful Park City, Utah.
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