In conjunction with The Sustainability Institute and Marketer magazine
1. Communicate Benefits: Explain to clients how they’ll benefit from commissioning more environmental strategies – from tax and financial savings to happier and more productive employees, which can lead to valuable returns and attract new business.
2. Illustrate, Illustrate, Illustrate: It’s said a picture is worth a thousand words, and it can be worth more than that in selling a service or a product to a client. Testimonials from happy clients are one thing, but putting hard numbers to delivered value can be worth a lot more to investors looking to securely invest capital in a new project. Give your customers graphs of real returns and evidence of value delivered to other clients, and you’ll start edging ahead of the competition.
3. Connections Count: Build a well-connected and reputable network of key professionals that balances commercial influence, technical prowess and ambition. Make sure you know the 15 most influential people in your marketplace, and that they know you and the value your company can bring to any team.
4. The elevator pitch: We all know “Green”, “Sustainability” and “Innovation” are the buzz words of the 21st century; but the real test is if you pitch your USP to someone in the length of an elevator ride that makes it stand out as a business they want to know more about – be concise, be clear, and communicate what you bring to the table in 20 seconds or less.
5. Strength in Numbers: It’s nice to say you can do it all – but can you do it all well, and for the lowest price? Joint Ventures can be mutually beneficial to companies who offer complementary services, which can offer clients greater value and better quality and service to clients. For example, services contractors could pair with an energy management company to market more comprehensive services to tune up buildings, as part of a guarantee to clients “to get it right”.
6. Be hip: All sectors are becoming more innovative and evolving rapidly. Blogs, social networks and other new media communications can get your company on the radar of clients you never knew existed and can help attract them to your business. If you don’t ‘get it’ personally, it doesn’t mean it’s not important – so find someone in your organisation who does and ensure your business is visible in all the right ways.
7. Know your competition: Think of where you want to be in five years in relation to companies you repeatedly come up against in competition. What’s going to build your USP and move your business to the front of the pack?