Front line Return on Investment
Open new doors to customers and targets - and bring new stakeholders to the table (increase the number of sales opportunities being worked on)
Increase perceived value of your existing value proposition (higher win rate)
Shorten the sales cycle through simple and effective differentiation, and offer the right choice for customers (free up time and resources for new sales opportunities)
In some cases, fetch a higher price or increase the customer lifecycle and life value by creating a strategic fit with customers' work on CSR and sustainability (increasing the average value of sales opportunities)
By combining our years of practical experience with sales and sustainability we have developed a bulletproof methodology to help our clients succeed with sustainability in value selling. We systematically implement the actions below enabling your salesforce to use targeted sustainability as an additional market differentiator.
Initial Mapping: We map company sustainability efforts and characteristics of selected core products and services
Function and performance
The perception of business and products
Impact from ambitions and products
Customer experience and advantages
Suppporting costumer positioning and story-telling
Customer Portfolio Screening: We equip the salesforce with business-driven sustainability and teach them to perform an initial customer segmentation based on sustainability to identify key target customers
Strategic fit: We help incorporate sustainability into the specific value proposition: Practical actions on sustainability on specific customers, in relation to linking the customer's approach and needs with your performance and product sustainability attributes. We find that many sellers receive a wake-up call when we collect information on customer's CSR efforts, scores in CSR indexes, media statements from the customer's executive members on sustainability - and link it to the value proposition
Power mapping & entry point strategy: We enable a targeted customer approach based on their priorities: What message will motivate the customer to buy into your specific value proposition on sustainability. Identify key individual(s) to approach at the given customer and establish contact
The time was yesterday...
As never before, customers seek for cohesion, accountability and shared values in the search for products, suppliers and partners. Both public and B2B companies implement responsible procurement guidelines and are purposefully looking for partners and partnerships that support and match their own sustainability ambitions. It offers a completely unique and overlooked opportunity for market differentiation through value-based sales with CSR and sustainability as a platform.
From selling solutions to selling value
We all too often find that when companies decide or are encouraged to bring sustainability into customer dialogues, it ends up being a last-minute exercise. Typically the head of sustainability, who rarely holds practical sales experience, is tasked with upgrading the company salesforce resulting in a very theoretical and academic approach to sustainability. In many cases, it ends in a review of the CSR school curriculum and global goals without focusing on the value proposition, salesforce skills and actual customer dialogues. Sustainability needs to be targeted customers, and the salesforce should be familiar with the discipline of value selling and incorporating sustainability into the existing value proposition.
There is great value in not just sending salespeople off to customers with the company´s CSR report. Many companies have a solid foundation for actively using sustainability to attract and retain customers. When including sustainability in customer dialogues and value propositions, it can: