Selling Sustainability: "Handling Objection" Guide Provides Practical Tools to Drive Buy-In

By: Meirav Even-Har, Toronto

For most, if not all sustainability professionals, "selling" potential environmental and social benefits to business is not a new concept. Many companies reject the idea of spending time and money on sustainability initiatives, even if there are direct financial returns. Sometimes, business as usual is easy and comfortable enough to warrant staying with the status quo. Since sustainability professionals are often not equipped with good salesmanship skills, the present state of affairs continues, with some exceptions.

According to Bob Willard, business sustainability author and speaker, that can change. "Selling sustainability is similar to any sales effort - you have to understand the principles of Sales 101 and what motivates your target consumer." [1] Mr. Willard expanded on this notion in a recent, in-person Toronto Sustainability Speakers Series (TSSS) workshop. Together with online contributions, a summary guide has recently been published titled "Handling Objections: A Professional's Guide to Overcoming Objections to Sustainability Adoption and Implementation."

This short and concise "how to" guide captures key learnings from the workshop and provides excellent references in the appendices. Here's a summary of why you make this guide your secret weapon when "We're too busy; there's just no time" is sounded in a meeting room.

Sales 101: The Three F Framework - Worldviews - Organizational Change
Every sales pitch should have a defined approach with which to respond to reservations about whatever idea, product or service that is being offered. Willard offers the Three F Framework: "I understand how you feel. Others have felt that way before. What we have found is that..." [2] According to the Guide, the success of this approach depends on how the third "F" sentence is formed. It must be shaped in accordance with the audience's worldviews.

"In handling objections and resistance, we must both understand our target's personal worldview and validate their target's concerns and feelings." [3] Recognizing that the "target" in question is a human with unique feelings and worldviews is key. After all, we are deeply influenced by our views in how we perceive others and ourselves. If the "pitch" for sustainability is not aligned with a person's worldview, it will not be successful. Fortunately, worldviews can be categorized, and the Guide provides summaries and resources to learn more about the subject.

The Guide points to another obstacle for a sustainability champion: an organization's structure and culture. Talking to just anyone in a company will not move an idea into action. It is also important to understand which person or group of persons within a company has the ability to influence decision-making, which may extend beyond their assigned roles. That social influence speaks to the organizational culture. It is an important piece to implementing organizational change through the adoption of sustainability.

Classifying Objections and Strategies to Handle Them
While at the workshop over 30 objections were raised and discussed, all can be classified into four categories: "Other priorities"; "Fear of backlash"; "Weak business case"; and "Mindset." The Guide also includes specific tactics to handle specific objections. Here's an example: Objection: "It is not one of our current strategic objectives". Recommended approach:
1) "Emphasize how sustainability initiatives can be used to help achieve other strategic objectives and make their job easier."
2) "Help them discover how sustainability concepts are already embedded in their business practices." [4]

"We at TSSS hope that this document will help sustainability change agents become more effective at conversing with companies about the business case for adopting a more sustainable approach to conducting business", says Brad Zarnett, Founder and Director of TSSS. The Handling Objections Guide is a free download to help move the sustainability agenda further and give practical tools for those trying to make business better.

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To download a FREE copy of the guide please click HERE

To learn more about the Toronto Sustainability Speaker Series (TSSS) please visit the website at http://ecoopportunity.net/

NOTES

[1] TSSS: Handling Objections: A Professional's Guide to Overcoming Objections to Sustainability Adoption and Implementation, page 2
[2] TSSS: Handling Objections: A Professional's Guide to Overcoming Objections to Sustainability Adoption and Implementation, page 2
[3] TSSS: Handling Objections: A Professional's Guide to Overcoming Objections to Sustainability Adoption and Implementation, page 10
[4] TSSS: Handling Objections: A Professional's Guide to Overcoming Objections to Sustainability Adoption and Implementation, page 5

Image: Bob Willard addressing the crowd at the Toronto Sustainability Speaker Series (TSSS)