Commercialising sustainable solutions and activating sales as a source of growth

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Despite geopolitical turbulence, sustainability has moved to the core of business and operations, and its importance continues to grow. Companies that adopt sustainable practices, services and products not only meet regulatory requirements, but also build competitive advantage and long-term value.

Many organisations have already begun their sustainability transition, yet few pause to consider:

• How can sales support this transformation?
• How can sales ensure that both the organisation and its customers achieve their sustainable business goals?

Sales holds a unique position in the organisation: iit is closest to the customer. A salesperson can help the customer see that a sustainable choice is also a financially sustainable one.

“Customers aren’t willing to pay more for responsibility.”

This claim often stems from short-term thinking where sustainability is seen as a cost. Of course, price and quality must align, and sustainability should deliver added value even in the short term. In reality, sustainable sales are built on an understanding of the customer’s long-term benefits:

• Long-term gains: Well-designed sustainable solutions reduce the customer’s operational costs, e,g, in energy consumption, lifecycle costs or production efficiency.
• Risk management: Sustainable solutions mitigate environmental and regulatory risks that could otherwise lead to significant future costs.
• Brand and competitiveness: Responsibility strengthens reputation, attracts talent and increases customer trust.
• Finance and resilience: Companies investing in sustainability are financially more stable and attractive to investors.

How to empower sales to sell new solutions?

For sales to truly support the sustainability transition, its role must be strategic, and sales teams must have the right tools, metrics and competencies.

1. Goals and metrics

Sustainability objectives should be integrated into sales and account management. Sales metrics need to align with the company’s sustainable development goals such as emission reductions, energy efficiency, circular economy, and biodiversity.

2. Understanding customer needs

Kestävyys ei tarkoita kaikille samaa. Myynti on avainasemassa tunnistamassa asiakkaiden kestävyyshaasteita ja välittämässä tietoa kehitystyölle. Kun myynti ymmärtää asiakkaan tavoitteet, se pystyy tarjoamaan aidosti liiketoimintaa tukevia ratkaisuja.

3. New target groups and stakeholders

The sustainability transition brings new decision-makers into the process. These influencers must be identified and actively engaged.

4. Tools to support sales

Salespeople need practical tools and data to demonstrate the cost savings and impact of sustainable solutions. A sustainable solution sells when its value is made concrete and commercialised effectively. Collaboration between sales and marketing is crucial to turning sustainability into a competitive advantage. Read more about commercialisation in our blog.

5. Incentives and collaboration

Encourage sales to promote sustainable solutions. Incentives can cover new offerings as well as lifecycle services such as maintenance and aftercare that extend product life and strengthen customer relationships. Sustainability experts or data analysts can support sales by quantifying impact. Close collaboration with marketing ensures consistent messaging and visible proof of sustainability.

6. Training and continuous learning

Sustainability evolves constantly, and so should sales competence. Continuous learning ensures that sales teams understand shifting customer expectations, new regulations and emerging market trends.