Top Three Marketing Mistakes of Green Businesses

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Below are the top three marketing mistakes green businesses make, according to California-based green business strategist Jim Simcoe:

Mistake 1: Assuming buyers care about sustainability.
Going green for most people is a great idea but it is not going to trump paying the mortgage, Simcoe says, and in the current economic climate this is true more than ever.  Right now, people care about protecting their families, keeping their jobs, and paying the bills.

Instead of talking about carbon footprints or global warming, a savvy builder will show how his company’s products or services will benefit his customers. Satisfy clients’ most pressing needs, not the ones you think they should have, says Simcoe, a Certified Green Building Professional.
  
Mistake 2: Too much technology.
Simcoe recently observed a solar sales rep’s techno-laden pitch to a new prospect. The rep explained in great detail why her panels were superior and bandied about terms like thin-film technology and azimuth angles. The customer had no clue what she was talking about, and in the end, the rep didn't close the deal.

Green builders often assume that since they know a lot about sustainable products and technology that buyers want to know it all, too. Actually, Simcoe says, prospects are looking for three things about products or services:
* How will it better my life?
* Is it the best solution for me?
* Is it reliable/does it work?

Mistake 3: Leaving green undefined.
Since sustainability is a relatively new concept for the general public, it is defined in a multitude of ways. The mistake that green builders make is not communicating what green means to their company.

In addition to LEED for Homes and the National Green Building Standard, there are many local green building programs that not only help builders define what a green home is, but also certify that a home meets those qualifications. Building third-party-certified homes is the best way to show what green means to your company.

 

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Comments (2 Total)

  • Posted by: Chris Thiede | Time: 4:56 PM Tuesday, March 02, 2010

    I think a lot of marketers have overdone the "Green" marketing in the last 5 years, leading to a lot of skepticism in among consumers. If you're going to market yourself as green, first be sure you have a compelling story to tell, and be honest and transparent about your green efforts. And most importantly, don't lose sight of what your brand stands for, aside from Green.

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  • Posted by: Anonymous | Time: 12:36 PM Tuesday, March 02, 2010

    These are great points, Jennifer, and they match my 17 years of experience in the business. Just a few days ago I posted a similar article on my site (http://bit.ly/9KIx9g), but took a somewhat larger view, post ClimateGate: The entire green community would help itself enormously if they quit trying to sell sustainability itself and quit trying to scare people with proclamations of doom if they don't change their environmental behavior. Focusing on "green" limits the audience to those already in the green church. Hitting people in the wallet allows those who don't care about green per say to experience it first hand. And in my experience, if you can get the benefits into the home (and have done your job right), they will close the "green" sale for you. =Michael=

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