Green products: how to sell?

‘What criteria do you keep in mind when you buy a product?’, asked the presenter at Ecover us last week. Everyone could sum up a few: it has to work, good quality, not too expensive,… However, nobody mentioned (dared to mention?) the ecological aspect. A marketing service needs to take into account this attitude. Below, you’ll find three strategies to sell a green product. Maybe this post isn’t about an innovation as such, but a new approach to marketing can also be innovative.

First of all, the green customer doesn’t exist, at least, he is very rare. When someone buys an eco-friendly product, he can be persuaded by many motivations, and not all of them involve saving the planet. An energy saving light bulb can be bought to save money and Body Shop-body cream because it’s better for your skin. Mostly, the green aspect is the cherry on the cake. That means that your product has to be at least as good as the competition and that the customer has to be aware of that. After all, who wants a green detergent if it doesn’t clean your dishes?

Secondly, customers trust product labels more than advertising. So stick those labels on the packages instead of wasting lots of money on advertisements! But remember, untruthful labels are illegal…

Finally, don’t use negative or preachy marketing messages. Instead, underline the benefits customers can get from the product, like for instance the durable aspect or it’s overwhelming taste. Nobody wants to get a lecture at the store!

So, what do you think. Can these strategies convince you to buy green products or do you stick with the products you’re used to?

Elien Lefevere