How do you convince clients to go green?

1 Explain the value proposition

One of the first steps to convince your clients to go green is to explain the value proposition of sustainable design. This means showing them how investing in green building standards and tools can help them save money, improve performance, enhance comfort, reduce risks, and attract customers. You can use case studies, testimonials, or simulations to demonstrate the tangible and intangible outcomes of going green. You can also tailor your pitch to your clients' specific goals, needs, and preferences, and highlight the competitive advantage of being a green leader in their industry.

2 Address the barriers and objections

Another important step is to address the barriers and objections that your clients may have to go green. Some of the common ones are the perceived high upfront costs, lack of expertise, complex regulations, or uncertainty about the return on investment. You can overcome these barriers by providing accurate and transparent information, offering flexible and creative solutions, simplifying the process, and providing guarantees or incentives. You can also leverage your credibility, expertise, and reputation as a sustainable designer, and show your clients how you can help them navigate the challenges and opportunities of going green.

3 Educate and inspire

A third step is to educate and inspire your clients to go green. This means raising their awareness and understanding of the environmental, social, and economic impacts of their design choices, and how they can make a positive difference. You can use storytelling, visuals, or interactive tools to communicate the facts, trends, and best practices of sustainable design, and to appeal to their emotions, values, and aspirations. You can also invite them to join a community or network of green advocates, or to participate in events or initiatives that showcase the benefits and potential of sustainable design.

4 Collaborate and co-create

A fourth step is to collaborate and co-create with your clients to go green. This means involving them in the design process, soliciting their feedback, and incorporating their ideas and preferences. You can use participatory methods, such as workshops, surveys, or prototyping, to engage your clients in the exploration, experimentation, and evaluation of green building standards and tools. You can also foster a culture of trust, respect, and mutual learning, and show your clients how you can work together to achieve their vision and goals.

5 Celebrate and communicate

A final step is to celebrate and communicate your clients' success in going green. This means acknowledging their efforts, achievements, and impacts, and expressing your appreciation and satisfaction. You can use recognition, rewards, or referrals to show your gratitude and support, and to encourage your clients to continue their green journey. You can also help your clients communicate their green credentials, stories, and results to their stakeholders, customers, and peers, and to showcase their leadership and innovation in sustainable design.

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?