Cropped_SellingSustainability

[Wrap-up] Selling Sustainability: The Missing Link

Well what a show!

It was standing room only at Spacecubed for our “Selling Sustainability” show for a subject that definitely sparked the interest of a lot of people from a lot of different backgrounds and organisations. The three guest speakers didn’t disappoint with rapid five-minute spiels with equal measure of entertainment, insight and inspiration. The crowd joined in nicely with plenty of excited and animated discussion that followed.

Adam from Tinderbox kicked it off by highlighting the importance of telling a story in your marketing and branding. The story needs to be tailored to the archetypes of your audienceand again really understands what makes them tick. He made a fantastic point that people don’t buy Apple products because they are cheap, they buy them because they are sold on the story behind the brand.

Once you’ve got someone looking at your product, it’s time to listen to their needs, concerns, desires, and “hot buttons”. Diagnose them like a doctor and then provide the right solution – your product. One of many awesome analogies that Sven from Psaros unleashed during the night. Just like in marketing to sell well, you need to get inside your audience rather than trying to convince them of your ideas.

I was definitely corrected by Sven when asking about born sales people – “You’re not born a sales person you learn it”. Sven’s advice is “go and get some training, even 20 years later, you can still learn and improve your sales technique”.

One recurring theme was that empathy held the key. As Chris, from the Forever Project, pointed out your neighbour might drive a V8 ute and have two jet ski’s in his double brick garage but he is probably a really nice guy too. With a few conversations you may end up sneaking a few native plants into his sprawling green grass and start something big…. As Chris has tested recently serving up organic food is a good way to get people interested but when the entrée is the dirt that it was grown in, suddenly you give people a powerful connection to what is important in life and what is important on this planet. Enabling people see why we do what we do is far more convincing than just telling them what we do.

A pitch from Andrew from Life Cycle Logic nailed it when he summed up “we are not selling sustainability we are selling a vision of an awesome future”.

Another really interesting topic was the use of fear. It seemed to be agreed that fear could be used effectively, but you needed to be really careful that it wasn’t mindless baseless fear that the tabloids dish up. It needs to be something grounded in reality that can assist in convincing people to make a change for the better.

I didn’t count the words, but I know passion, vision, empathy, emotion, and dreams scored an order of magnitude higher than logic. Hard for me to cop as an engineer but pretty obvious that people buy with the heart and not the head. Considering that sustainability isn’t about logical short term gains but more about that awesome vision for the future, this makes total sense.

The feedback has been fantastic and judging by the crowds engagement, note taking and solid conversation afterwards it would appear that we all got a lot out of it.

Thanks to the venue sponsor Psaros, the three fantastic speakers, Portia from eTool for managing and most of all the attendees for making it an awesome night.

We are keen to keep the conversation going so please register your interest by emailing portia@etoolglobal.com and we’ll arrange another session.