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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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