Friday, October 29, 2010
The Color of Green is Money
Selling green these days should be a slam dunk, right? Perhaps in theory but reality is painting a much different picture. Execs these days aren’t easily swayed into purchasing technology or services solely on the promise of ‘being greener.’ Despite the belief that this hesitancy is rooted in the economic climate, the inability to generate significant traction by highlighting environmental gains has more to do with message and approach than the willingness of prospective clients to advance their commitments to sustainability.
In the rush to brand everything green, too many are losing sight of what makes a value proposition compelling in the first place - namely the ability of a solution or service to generate significant financial and/or operational gains. Trade Wings’ President, Mark Portu, revealed the key to building a stronger business case for sustainability during a recent gathering of technology executives. Check out this short video of Mark’s closing remarks.
