ity initiatives in your community, such as volunteering to help create green spaces in low-income or parkpoor neighborhoods. Proudly share your involvement when marketing your landscape business and when doing social media outreach. Other actions include joining organized business groups or likeminded businesses to plan and promote ways to reduce the environmental impact of your profession.
consumer, the community and the environment when choosing your services? Consumers care about sustainability, but if they are to act accordingly, credible information about the benefits of green choices need to be adopted. Check out the Sustainable Business Toolkit at www.sustainablebusinesstoolkit.com for more tips on marketing your green business. Another perspective is to remember that green may not sell the deal, but it can close it. If you can do everything that the competition does, but you do it while being green, you may win more business.
4. Overcome Cost Objections The green opportunity is often perceived by businesses as an added cost, but consumers are willing to pay more for environmentally friendly products and services. Data from research firm GfK MRI’s Survey of the American Consumer found that more than half (56 percent) of consumers say they are willing to pay more to use green products. The best way to overcome cost objections is to sell the benefits, not the service. What is the “so what?” to the
5. Don’t Fake It—Be True to Your Green Credentials
Marketing yourself as green means sticking to that commitment. For example, if you tout that you use green or organic products, be sure that the supply chain backs it up. How green is the plastic that your supplies come in? What about the carbon footprint of the manufacturers’ factories?
More than half (56 percent) of consumers say they are willing to pay more to use green products. Use your marketing and signage to be clear about what your green strategy is. It’s better to be honest with your customers, even if you’re not perfect. And don’t overdo the green logos or clichés. Instead, clearly and factually explain your green credentials to customers, and let them know how you’re different. Use data points and sharp messaging to impress them. › With over a decade of experience working with entrepreneurs and businesses to bring their stories to life, Irene Malatesta is a business content strategist for Fundbox, where she leads financial and marketing education programs to help owners grow their businesses.
Green may not sell the deal, but it can close it. If you can do everything that the competition does, but you do it while being green, you may win more business.
www.greenindustrypros.com
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