What Role does a Sales Force have in a Sustainable Business?

Your communication style tells prospective clients and other organizations a lot about your professionalism and what they can expect when they deal with you. Within our business sustainability programs, we're frequently asked, "What role does a sales force have in greening a business?"

Quite a lot, actually. Your sales force is your front line of communication between your clients and your business. In our business sustainability consulting, we suggest leveraging your sales team as change agents not only to drive sales but also to promote and expand the concepts of sustainable business. Keep in mind, creating a sustainable business involves more than defining a vision, building a consumer forecast, and bringing a product or service to market. Business sustainability is a commitment to the social, environmental, and economic impacts of your business. Some of the benefits of bringing eco awareness to your business include lowering cost, improving business image and reputation, and differentiating your company from the competition.

Granted, the true effectiveness of a sustainable sales force is founded upon a company having a sustainability plan in place accompanied by aligned strategies. Key factors include:

A genuine commitment to sustainability at the highest levels of the organization, with sustainability concepts built into core strategic business strategies.
Sustainability key performance indicators are built into the governance structure of the business, including the sales force's compensation structure.
An organization encouraged to deliver on sustainability goals through performance management and incentives.
Products and services deliver profit through sustainability concepts.
Marketing campaigns and price structures encourage customers to make sustainable choices.
Supplier relationships encourage sustainability concepts and promote innovation.
Key Stakeholders are engaged and see the value.
Transparent Reporting that does not shy away from sensitive issues, and is part of the larger management system.

Again, "What role does a sales force have in a sustainable business?" Consider the following:

•    Market Driven: Generating business sustainability includes an understanding that consumer preferences are dynamic. Your sales team can provide feedback as to how a product or service will be received in the market. Reciprocal communication between client and your sales force enables stakeholder engagement and ongoing dialog of positive and negative impacts from the company’s products and services.

•    Emphasis on Uniqueness: A successful a company does not have to be the largest. A competitive edge in the marketplace can be defined by the special attributes of the organization. Rather than trying to mirror the competition, specially highlight differences in your organization and company offerings. Consider employee satisfaction and community service.   Each member of your sales team has a unique relationship with your clients. Their communication of your business' ability to integrate sustainability concepts into daily operations speaks differently than communicated via a website or brochure. They are living, walking, talking examples of the sustainability concepts your business embraces.

•    Management Strength: Provide customers with information on the qualified and eco-minded leaders and workers within your company who are committed to building business sustainability. Highlight and promote the aligned core values that differentiate your workforce from the competition.

•    Customer Service: Business benefits from a strong customer service culture. Attentive, responsive, and reliable sales teams deliver consistent valued customer service. Satisfied customers are often converted to loyal customers who become advocates for the company and its offerings.

Benefits of a sustainable sales force means not only are you generating more revenue, but how you are doing it generates more opportunities to do so. Are you reaching a new audience? Market? Are your clients fascinated with how you have brought eco awareness to your sales process and the profound impact it’s making in the community and to the bottom line? Does this inspire leadership in their industry to do the same?