Sustainability is not only good for the planet, but also for your commercial clients. It can help them save money, attract customers, and enhance their reputation. But how do you convince them to invest in sustainable design solutions? Here are some tips to help you sell sustainability to commercial clients.
Before you pitch any sustainable design ideas, you need to understand what your clients want to achieve. Do they want to reduce their energy costs, improve their indoor air quality, or showcase their social responsibility? How do they measure their success and return on investment? By aligning your design solutions with their goals, you can show them how sustainability can benefit them in the short and long term.
Absolutely, understanding client goals is paramount. It's not just about the sustainability aspect itself but how it aligns with the client's broader vision and objectives. When clients see how sustainable practices can dovetail with their goals—be it cost reduction, improved health outcomes, or enhanced public image—it's easier for them to commit. It's also essential to recognize that each client may define success differently; for some, it's about the tangible ROI, while for others, it's about leading industry change or fulfilling corporate values. The key is in the customization of the sustainability narrative to resonate with what each client values most.
Also, be mindfull of the position of the person in your clients company, that you communicate with. Is this a person, that just needs average risk and cost or is it someone, who can drive change through the system? Your project presentation should also train them to communicate the values, goals and prospects clearly to their superiors. Because, if they cannot clearly pass you presentation on to their leaders, then it gets stranded. The result is, that their leaders will force their approach unto the project, and then you have not achieved your goal.
Sustainability is not only about environmental impact, but also about economic and social value. You can educate your clients on how sustainable design can help them save money, increase productivity, enhance customer loyalty, and differentiate themselves from their competitors. For example, you can show them how natural lighting, ventilation, and materials can reduce their operating expenses, improve their employees' well-being, and create a positive impression on their customers.
You need to demonstrate your credibility and competence as a sustainable designer. You can showcase your portfolio, certifications, awards, and testimonials that highlight your experience and skills in creating sustainable design solutions. You can also share your knowledge and insights on the latest trends, best practices, and innovations in sustainable design. By showing your expertise, you can build trust and confidence with your clients.
According to me, sustainability is not adopted by many clients because it compromises on aesthetics and overall looks. For example, at a luxury dine-in hotel, what would you choose—a ceramic and golden plate or a sustainable reusable plate that looks green? The vote of the masses would be to go with the luxury. Here, the factor not to be compromised is luxury. There are similar factors for different problem statements as well, so it would be better to understand those as a designer and then come up with designs that do not compromise on the said factor. That way, the client can be assured about sustainability and looks as well.
You don't want to overwhelm or pressure your clients with a single sustainable design proposal. You want to give them options and examples that suit their budget, timeline, and preferences. You can present them with different levels of sustainability, such as basic, intermediate, and advanced, and explain the costs, benefits, and trade-offs of each option. You can also show them case studies and testimonials of other successful sustainable design projects that are similar to theirs.
Your clients may have some concerns or objections about investing in sustainable design. They may think that it is too expensive, too complex, or too risky. You need to address their concerns and objections with facts, data, and evidence. You can show them how sustainable design can pay for itself in the long run, how it can simplify and streamline their operations, and how it can reduce their risks and liabilities. You can also offer them guarantees, warranties, and incentives to ease their worries.
After you pitch your sustainable design ideas, you need to follow up and follow through with your clients. You need to keep them informed, engaged, and excited about the project. You can send them updates, feedback, and reminders on the progress and outcomes of the project. You can also ask them for their input, suggestions, and questions along the way. By following up and follow through, you can ensure that your clients are satisfied and loyal to your sustainable design services.