How does one apply sustainability sales and marketing What are the implications - Essay Example

Application and Implications of Sustainability Sales and Marketing Application and Implications of Sustainability Sales and Marketing Today, marketing is a process or tool used to connect with the consumers. The terms and conditions of a good or service are used to boost the number of sales (the ability to sell a good or service in exchange for money or any other payment) an organization makes in a given period of time. Sustainability refers to goods and services or even designs that have a lengthy lifespan, recycling possibility, less energy requirement and minimal environmental impact (Apollo, 2009).

Sustainability marketing is a universal term used to refer to a type of marketing that is eco-friendly or green-oriented so to speak. Today a number of companies are considering the issue of sustainability and incorporating it in their sales strategies that specifically designed to boost the number of sales. Therefore, it is of importance to understand how to apply sustainable sales and marketing and what are the possible implications. In sales and marketing terms and conditions, sustainability implicates using of resources prudently or wisely to attain a maximum consumer value with minimal wasted effort.

Effective sales and marketing strategies adopt creativity, technology and innovation. What are the key issues of attaining sustainable sales and marketing? Firstly, the strategy should not comprise of ideas that add no value to the consumer. It is necessary to gauge if the customers are willing to invest in the good or service before any sales or marketing has taken place (Apollo, 2009). However, it does not mean that the company charges the consumers for every little it has done to attain or produce the good or service as much as this might be observed in future.

Secondly, it is advisable to take or make loses early enough in the business cycle. It is wasteful to chase transactions that are never going to turn into actual sales or are headed to a competitor, but sales all over the world are filled with such limbo contracts. It is important as a sales and marketing manager to insist on proof of the buyer’s intent and replace the raw and unsuccessful deals with better dealings as early as possible to avoid waste of time (Apollo, 2009). Thirdly, time should not be wasted on pushing the products towards the consumer but, ways should be sought to help this consumer understand the product.

One has to understand what endangers the status quo of the customer and what can be done to evade this. Apollo (2009) states that one is obliged to help the customer understand the penalties of procrastination if they choose to overlook the issue instead of spending time on promoting investment. Every prospect wants low costs and minimal risk; therefore, it is necessary to describe the strategy to have the lowest risk of all the different outcomes. In addition to the above to the above guidelines, Lacoma (2012) asserts that there are factors like public policy; the governments decisions to promote environmental awareness and coming up with their own standards and regulations that every sales strategy should abide to.

It is also a tremendous challenge to identify customers that are environmentally oriented, because some buy these goods because they are genuinely environmentalist while others buy because they want to save costs. Some companies green wash consumers in that they major on the environmental benefits leaving out the negative issues of the product (Lacoma, 2012). Finally, this strategy has to have an effective manner in which this message can be passed across; the marketing objective is to make sure that the final packaging of the respective goods or services communicates the conversational features to any person who pays attention to it.

Today, marketing is used to boost or bump sales thereby leading to the growth of a company. Therefore, it begs to answer what are the effects of sustainable sales and marketing. Marketing improves sales of a particular product. Proper marketing helps determine appropriate selling point and strategy of a specific good or service (Hill, 2012). Marketing has a number of vital roles in a business for instance when it comes to developing a strategic vision, the company through marketing could identify new and emerging markets to which they could supply their product.

Secondly, creating brand awareness, for clients to purchase a product they ought to have proof of the existence of this company and what is being sold. The third point is that marketing strategies are used to designate the company as being superior of its rivals, therefore, expressing the team’s competitive advantage. Hill (2012) utters that these strategies help build an image of a good cooperate citizen through the companies accomplishments and charitable activities. The final point is that marketing can be used to scout for talent.

There are various case studies relating to the application of sustainability sales and marketing. Such examples are companies like xylem Inc. and smart cool Australia. Xylem Inc. is a leading water company and greatly focuses on addressing the most challenging water issues. It has lately been recognized in the sustainability world index as a result of sustainability sales and marketing. In order to support the company to build a sustainable organization, the company developed an analytical tool to indicate opportunities and stimulate growth through new goods and services, new markets and compiling a portfolio.

This is achieved by adopting green sale and marketing, sustainable processes and sustainable value forms. This company developed a number of strategies to attain sustainability; sustainability, regulatory strategies, green growth, management of sustainability and finally manufacturing of resource productivity. Smart cool Austria is a company that combines air-conditioning, ventilation, heating and refrigeration energy efficiency products. They adopted sustainable marketing to help them achieve a number of goals, namely; showcase the strengths of their brand, goods and service, explain their technical goods in an interactive and simple way and finally to help the sales team to provide better and appropriate rates.

Smart cool Australia had one or two steps they took to apply or use sustainable sales and marketing: they first identified a unique branding theme, then these themes were presented on brochures and finally a show was developed for these products. This strategy gave the company potential prospects to last them for 18 months. In conclusion, sustainable sales and marketing is eco-friendly in other words environmentally conscious. Most companies today are trying to adopt environmentally sane strategies to mean that sustainable sales and marketing is of key importance as viewed by the public at large.

With a rise in global warming, the government and the public are slowly coming to terms with sustainability. References Apollo, B., 2009, The Keys to Sustainable Sales and Marketing, Retrieved 6 Nov. 2012 from: http://www.inflexion-point.com/Blog/bid/29102/The-Keys-to-Sustainable-Sales-and-Marketing. Hill, B., 2012, The Importance of Marketing & Communication, Retrieved 6 Nov. 2012 from: http://smallbusiness.chron.com/importance-marketing-communication-3573.htm. Lacoma, T, 2012, The Role of Product Marketing in a Sales Cycle, Retrieved: 6 Nov.

2012 from: http://smallbusiness.chron.com/role-product-marketing-sales-cycle-24957.html. Lorette, K., 2012, The Importance of Marketing for the Success of a Business, Retrieved: 6 Nov 2012 from: http://smallbusiness.chron.com/importance-marketing-success-business-589.html.