How can you differentiate your product with sustainable and socially responsible practices?

1 What are sustainability and social responsibility?

Sustainability and social responsibility are broad terms that refer to the environmental, social, and economic impact of a business and its products. Sustainability means minimizing the negative effects and maximizing the positive ones on the planet and its resources. Social responsibility means acting ethically and responsibly towards the stakeholders and communities affected by the business and its products. Both concepts are increasingly important for customers who want to support brands that share their vision and values.

2 Why do they matter for outside sales?

Sustainability and social responsibility are essential for outside sales because they can help create a customer value proposition and differentiation strategy. A customer value proposition is the set of benefits and solutions that address customer needs, wants, and pains. A differentiation strategy is how you communicate how your product is unique, superior, and relevant to your customers compared to competitors. Incorporating sustainability and social responsibility into your value proposition and differentiation strategy can appeal to customers who care about their purchases' impact on the environment and society, build trust with customers who appreciate your transparency and accountability, showcase your innovation and leadership in the industry and market, enhance your brand reputation and image, and increase sales and profitability.

3 How to identify your sustainability and social responsibility advantages

Before you can use sustainability and social responsibility as part of your value proposition and differentiation strategy, you need to identify your advantages in these areas. Conducting a SWOT analysis of your product and your competitors' products can help you evaluate the strengths, weaknesses, opportunities, and threats of a product or a business. This tool can be used to identify aspects of your product that are sustainable and socially responsible, as well as areas where you can improve or leverage. For instance, you may have an advantage in using eco-friendly materials, packaging, or production methods; reducing waste, energy consumption, or emissions; supporting social causes, charities, or communities; improving the health, safety, or well-being of customers or employees; or complying with or exceeding environmental or social standards or regulations.

4 How to communicate your sustainability and social responsibility advantages

Once you have identified your sustainability and social responsibility advantages, you need to communicate them effectively to your customers. To do this, use storytelling, evidence, and emotion. Storytelling involves using narratives, anecdotes, or examples to illustrate how your product positively impacts the environment or society. Evidence is utilizing facts, figures, or testimonials to prove your credibility. Emotion is using words, images, or tone to evoke feelings of empathy, admiration, or pride in your customers. Some tips for communicating your sustainability and social responsibility advantages are speaking in simple language that your customers can comprehend and relate to; emphasizing the benefits for customers rather than just the features and processes of your product; contrasting your product with competitors'; utilizing visual aids like photos, videos, or infographics to show your impact; and using questions, challenges, or calls to action to engage customers and motivate them to act.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?