The Green Column

by Richard C. MacCrea, Andrews Valley Initiative

rmaccrea@verizon.net

How can your green business sell to a public that does not understand the value?

Educate your customer. If you use high pressure tactics to sell green, you will not succeed. Insulting your competitor by telling your client they are less green will not work. If your client understands why your service is valuable, how your product works, they will be more likely to purchase. Take for example a green home designer and planner. The customer needs to understand why he should pay for a green plan. Start with the fact that an energy efficient home must be designed as a system. By using the best combination of energy efficient ideas that fit the customers’ lifestyle, budget, and work best on their building site, they can have much better results without spending as much. For example, a home that faces the warm, south winter sunshine would require a different design than one facing the cold, north wind. A home that faces the hot summer sun would require yet another design. A plan that focuses on the most important issues for that specific home can help the homeowner save much more energy costs without spending as much. The designer could conclude with examples of efficient homes, and how the extra money they spent on green planning was recovered in one year of reduced energy costs, and perhaps how the clients report that this is the most comfortable home they have ever lived in. That is how you educate your customer.

How do you educate your customer before they meet you? By creating a marketing program that focuses on educating the public. Your company slogan, web site, signs, flyers, and advertisements should teach the same message. Research what your clients know.  Ask previous clients what was most important to them. Write articles for your web site that teach these points. Use specific examples. The home designer might show completed projects, what was done, and how efficient these homes are. Other articles might discuss how a green home can be more comfortable, less costly, or more durable. Blogs are great for this. Attend a free class on how to market your business using blogs March 15 at the Andrews Valley Initiative office Email mwilliams@handmadeinamerica.org to register.

When you meet with a client, find out what they want and need. Focus on that. Ask them why they are interested in your product or service. What do they believe about green? How important are these beliefs? Would they spend more if it reduces their energy bills? Makes their home healthier? More comfortable? Reduces maintenance? Saves the earth? Most clients would appreciate these questions. They prove that you are listening to them and working to fulfill their needs. If they do not believe in global warming they will not care that your product will  reduce the burning of coal, but might care if it reduces their electric bill. Focus on how you can fulfill their needs and wants.

A trade show or home show is a great place to market your green business and meet clients for less cost. AVI is planning a green fair for this summer. Email me for more details. rmaccrea@verizon.net

Richard C. MacCrea is the director of The Greening of Andrews Valley, a program of Andrews Valley Initiative. He works in the field of energy efficient, green building.