7. It All Comes Down to Sales

Without customer buy-in, a company won’t reach impact or scale with a sustainable solution or innovation or achieve the financial returns so critical to success. When sustainability is part of the brand and integral to the sales proposition, it can sway consumer preference, encouraging customers to choose one supplier over another. Two steps are essential: (1) define a customer sustainability offering that is attractive, competitive and which customers find compelling and (2) ensure the sales and marketing team is equipped and trained to use sustainability value arguments as a tool in driving sales and developing customer relationships. We deep dive into the sales process, and how taking and sharing risk with customers can help overcome hurdles to closing the deal. Swedish companies Scania, Sweco, Houdini, Axel-Johnson, Electrolux, and Ericsson share top strategies and lessons learned.