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Sign upSales staffs are the ones able to monetise a company’s progresses against climate change: everybody worked hard, now don’t miss the reward!
Sales staffs are the ones able to monetise a company’s progresses against climate change: everybody worked hard, now don’t miss the reward!
Salespeople educated on a company’s decarbonisation efforts are able to build sales arguments on that knowledge, allowing for instance to safeguard existing customer contracts or to acquire new incomes (1). Developing this behaviour is extremely important as it directly creates value from reduced corporate greenhouse gas emissions. Further, this solution requires low costs as it leverages your existing sales team and only involves that the latter meet and discuss more frequently with employees from departments implementing or having achieved decarbonisation measures. Creating such strengthened connections among the company enables to build a decentralised decarbonisation capability, an organisational key for decarbonising profitably (1). In case your sales staff asks for a better understanding of decarbonisation and climate change, then prefer individually tailored trainings (e.g., linked to individual sales targets and contexts) over a "one-size-fits-all" approach (2). Talking about salespeople training in general and not focusing only on climate topics, this approach could indeed make your company 1.3 times more likely to outperform your peers in earnings growth (2). Last, some selling methods might better fit the climate change context than others. Be creative and think outside the box to optimise the development of your greenhouse gas reduction capability (1)! Consider the loss aversion bias for instance. To sell better, it creates an emotional contrast by first making feel the pain caused by a loss to your customers and then presenting your products and services as the solution to avoid these loss and pain (3). Adapting it to decarbonisation means for instance presenting the loss of a friendly weather to your customers (e.g., due to climate change induced extreme floods and excessively hot summers) by reminding them the difficulty experienced these last summers during heatwaves and heavy rains. Then, invite them to imagine how they perceive their future quality of life when continuing on this trend. It’s now time to introduce your decarbonised offering as the way to avoid this disaster, particularly by comparing it to your competitors’ products and services with heavier carbon footprints. Now you’re ready to stop missing – and even skyrocket – the returns of your corporate decarbonisation! Need to learn how to succeed the latter in 5 minutes? Find the answer back in the Solutions Explorer!
In 2022, a Salesforce survey over 1,297 knowledge workers across 11 countries surprisingly spotlighted 53% were unaware if their company acted towards net zero emissions or not (4). Even if – and this is were it begins to be concerning for companies – 70% considered essential that their corporation acted so (4). Further, over 25% did not even know that “carbon accountants” existed (4). This pointed out a clear knowledge gap on corporate sustainability efforts among all employees – not only sales staff – from various corporations and countries. Moreover, in a survey published in 2023 by the World Federation of Advertisers, sustainability knowledge and skills gap in marketing departments was highlighted as a major challenge by 35% (5) of the 1,000 marketers surveyed in 48 countries (6). Further, compared to sustainability departments or other divisions in companies, the marketing function was described as having authority and budget to leapfrog sustainability towards the top priority of strategic agendas (5). Regarding corporate sustainability, 94% respondents said marketers should act more boldly and try pushing transformational changes (5). Last, Capgemini surveyed over 5,000 youths aged 16 to 24 across 21 countries in 2025: six in ten respondents agreed that green skills are important for new career opportunities yet only 44% possessed the corresponding skills (7). If your company experiences such situations, you can luckily bridge these gaps via internal information sharing and workshops about what is going on to decarbonise your business, two valuable measures that simultaneously help decreasing emissions (8). However, the best is yet to come! Indeed, implementing such corporate behaviours should reward your business by significant revenue growth due to a steadily expanding demand for climate friendly products. Indeed, consumption patterns are evolving and consumers are ready to pay a green premium for sustainable offerings, price premiums that sustainability trailblazer companies are already harvesting (9). To exemplify, consumers pay already up to 7% more for the sustainable offerings of companies in downstream value-chains, a trend which is growing (10). Considering U.S. companies for instance, such a trend can be explained by increased consumers trust due to sustainability efforts of the company (11). This trust then drives purchase behaviours meaning greater revenues for the latter (11). Yet, this mechanism is becoming even more profitable when considering the growing purchase power of younger generations, i.e., the most receptive consumers to sustainability (11). Updating salespeople behaviour to the context of climate change is simply essential for businesses. It’s the key unlocking value creation directly based on emissions reduction efforts. Now you learned this best practice, apply it to discover how much you can reduce your greenhouse gas emissions and how high you can push your company's revenues!
The information presented above, is solely for the purposes of information. The Solar Impulse Foundation does not assert to possess the definitive answer but aims to present intriguing facts deemed important for consideration in our daily choices and discussions related to climate action. It does not intend to function as a moralizing entity but rather seeks to showcase societal norms that may not always be logical, while also offering better, more environmentally friendly alternatives, catered to improving the overall well-being of individuals andsociety in general.
