How can you incorporate ESG and sustainability into your institutional sales strategy?

2 Highlight your solution's ESG features and benefits

The next step is to highlight how your solution can help your client achieve their ESG goals, and what features and benefits it offers in terms of ESG and sustainability. For example, you can show how your solution can help your client optimize their energy efficiency, reduce their waste and emissions, increase their transparency and accountability, or generate social value. You can also showcase how your solution aligns with relevant ESG standards, frameworks, or certifications, such as the UN Sustainable Development Goals, the Global Reporting Initiative, or the B Corp certification.

3 Provide ESG and sustainability evidence and stories

The third step is to provide evidence and stories that back up your claims and show how your solution has delivered ESG and sustainability outcomes for other clients or projects. You can use data, metrics, testimonials, case studies, or success stories to illustrate how your solution has helped your client or similar clients achieve their ESG goals, and what impact it has had on their performance, reputation, or stakeholder relations. You can also use stories to highlight how your company or team values and practices ESG and sustainability, and how that reflects on your culture and credibility.

4 Address ESG and sustainability challenges and objections

The fourth step is to anticipate and address any challenges or objections your client may have regarding ESG and sustainability aspects of your solution. You can use questions, feedback, or objections as opportunities to educate your client, overcome their concerns, or offer alternatives or solutions. For example, you can explain how your solution can help your client overcome any ESG and sustainability barriers or risks they may face, such as regulatory compliance, stakeholder expectations, or competitive pressure. You can also show how your solution can help your client gain a competitive edge, enhance their brand image, or create long-term value by incorporating ESG and sustainability into their strategy.

5 Follow up with ESG and sustainability resources and support

The final step is to follow up with your client and provide them with additional resources and support that can help them make a decision or implement your solution in terms of ESG and sustainability. You can send them relevant information, such as white papers, reports, webinars, or podcasts that showcase your solution's ESG and sustainability features and benefits, or provide best practices, insights, or trends on ESG and sustainability topics. You can also offer them ongoing support, such as training, consulting, or maintenance, that can help them optimize their ESG and sustainability performance and impact with your solution.

By incorporating ESG and sustainability into your institutional sales strategy, you can not only meet your client's needs and expectations, but also differentiate yourself from your competitors, build trust and loyalty, and create lasting value for your client and your company.