DestinationGreen - Helping Salespeople Sell Green Products

Volume 4 Issue 11 - November 2008

Welcome to DestinationGreen!

Happy Thanksgiving!

This is a very unusual time --- after a week at GreenBuild it is now a time to spend celebrating and reflecting on the meaning of Thanksgiving with family and loved ones --- all during a time of growing economic uncertainty.

This Thanksgiving I feel like I have so much to be grateful for. During this time I try to appreciate my grandparents who immigrated from Central Europe a 100 years ago and endured severe hardships to create a better life for their future generations. Today I have so many opportunities and privileges which are often take for granted, not the least of which is the opportunity to be a leader of the Green Cleaning Movement and be able to know and work with people like you.

And recently I was so inspired and proud to be an American when a man of color was elected President of the United States. Whether or not we agree with his politics, it is a clear affirmation of the “American Dream” --- against the odds, a man of mixed-race parents, raised by his grandparents, won a scholarship and graduated from a prestigious American college, worked hard and kept his nose clean, and ultimately elected to arguably the most powerful position a man can achieve. This is not just an American Dream, but a dream that can inspire people around the globe.

Yet set against this inspiring backdrop is the fact that so many Americans and others around the world are being affected by these difficult economic times. Even at GreenBuild with all the excitement generated by speeches from the likes of President-elect Obama and Nobel Peace Prize winner Archbishop Desmond Tutu there was plenty of private discussions about major building projects stopped midstream and people losing their jobs. For some, the simple concern of making this month’s mortgage payment or providing for their children was taking precedent over more lofty goals.

However as I listened to all the concerns and fears I felt somewhat relieved. That’s right --- relieved.

The interest in Green Buildings is now undeniable whether it is being driven by the desire to save the planet or to increase profits through reducing the cost of energy, water, waste, transportation and other operational expenses. And while the uncertainty of the economy is placing many projects on hold, I believe that this increases the importance of those greening activities that either have no additional upfront costs or can even reduce costs. As a result I believe that now more than ever, Green Cleaning in the words of Victor Hugo “is an idea whose time has come”.

So for those of you who have worked hard, sacrificed, studied and helped to make the Green Cleaning “dream” a reality in your organization, this truly is a time to be grateful because your labors are now going to be rewarded. While competition will be tough, but I believe that this is the path to success.

Take care and I truly wish you and your loved ones a Happy Thanksgiving. We really do have a lot to be grateful for.

Steve

As always, we encourage you to share your personal and professional strategies for “Going Green” with us for future columns. Submit them to editor@destinationgreen.com.

Green Selling Tip: Helping Customers Keep Their Green Goals Alive

There is no denying that the economy is suffering. And because of the uncertainty, many organizations that are currently doing well are becoming more conservative to insure that they are prepared for any contingency. However even in these times there are factors that can help you not only survive, but grow and succeed.

The first factor is that the Green Building Movement is accelerating. At last week’s GreenBuild Conference this was very clear when speaking with both exhibitors and attendees. Interestingly, the discussion often led to the belief that especially in the near future the focus would shift from new construction to existing buildings. While architects may not be excited about this shift in emphasis, but for those of us in the cleaning and maintenance industries this is good news --- because it is a shift which is anticipated to come with financial resources. And while overall spending may decline, I am anticipating that resources for some operations and maintenance activities will actually increase.

Selling green for the first time can be a real challenge, especially if we’re not prepared to overcome the objections raised by our prospect. The following are some strategies that we have developed over the past 15 years to help you deal with some of the most common objections to Green Cleaning.

To begin, allow me to share with you the basic strategy that I use in overcoming objections. The strategy is called the “feel, felt, found” method and basically works like this...

“The Business of Green Cleaning” – a new publication about Green Cleaning for facility professionals by Stephen Ashkin and David Holly – was recently unveiled by the IFMA Foundation at the International Facility Management Association’s World Workplace 2008 Conference & Expo, held Oct. 15-17 at the Dallas Convention Center in Dallas, Texas.

We are really excited about this book because by working with the IFMA Foundation, we have developed the materials that will be used by facility managers, who are the ultimate customers of the cleaning industry. And by making Green Cleaning easier for them, we can accelerate its demand in the marketplace.

Green News Roundup: This Month's Top Headlines


Green Health California economy loses $28 billion yearly to health effects of pollution. The California economy loses about $28 billion annually due to premature deaths and illnesses linked to ozone and particulates spewed from hundreds of locations in the South Coast and San Joaquin air basins, according to findings released Wednesday by a Cal State Fullerton research team. Read More Here
Green Economics Big green brother. When Wal-Mart tells its workers to live and breathe sustainability, is it (a) creepy, (b) innovative, (c) greenwashing, (d) all of the above? Read More Here
Green Opinions Poll: World wants green action, despite costs. A wide majority of the world’s citizens are unhappy with the slow pace of their governments’ moves toward renewable energy and want their leaders to do more, even if that raises their utility bills, according to a global opinion poll released today. Read More Here
Green Promises Going green a long-term Obama goal. Five million green jobs. One million hybrid cars on the road. Some $150 billion in clean-energy investment. Eighty percent fewer carbon dioxide emissions. Everyone wants to know which of these campaign promises Obama will keep when he takes office Jan. 20. Read More Here
Green Buildings Is it time to kill off the flush toilet? To flush or not to flush. That was the question that designers and ecologists were asking each other this week. Read More Here