Now, more than ever, promo businesses want to sell sustainable products. Recent reports on the promotional products industry’s damaging ecological impact have moved eco-conscious end-buyers to choose more responsible items.
alphabroder is working to limit the harm caused by our manufacturing efforts by partnering with environmentally-conscious brands like Alternative Apparel, econscious, US Blanks, Bella + Canvas, and American Apparel. We also encourage our customers to push sustainability when possible.
In many cases, selling eco-friendly products can have a positive impact on a business’ bottom line. We reached out to Kirsten King, an outside sales account executive for alphabroder, for tips on how to optimize sales when pitching to eco-conscious end-buyers. She offered the following:
1. Address the eco-friendly aspect of each product.
“When you sit down with your customer, discuss what makes the product sustainable. Talk about how it’s made and what it’s made of,” said King. “If an item is made of 100 percent organic cotton or recycled materials, make sure to point out those features when presenting to a client.”
Alternative Apparel garments, for instance, are crafted with sustainable materials and processes. The company operates a manufacturing system that includes water-conserving washes, biodegradable fabric softeners and natural enzymes. Practices such as these are sure to pique the interest of eco-conscious buyers.
2. Focus on the benefits of demonstrating corporate responsibility.
Today’s customers are looking beyond the quality of the products. Explain to your potential buyers that their customers will be more comfortable supporting their business if they know you’re making a positive impact. Many see the products they buy as a direct reflection of who they are as individuals. If your company supports sustainability and responsible consumer choices, then the marketing products you choose should reflect that as well. Demonstrating that you value corproate responsibility will also help build trust between you and your customers. Explore more ways you can help build your brand affinity here.
3. Know your audience.
Focus on selling to customers who are passionate about the environment and reducing harm.
“There is a millennial movement going on right now, and younger buyers are becoming more aware and more conscious of their buying decisions and how they impact the world around us,” said King.
Studies show that millennial entrepreneurs tend to feel that doing business with companies that prioritize sustainability will have a greater positive impact on the world. In fact, a 2016 ASI Ad Impressions Study found that 58 percent of those 18 to 21 say they view an advertiser more favorably when they receive an environmentally friendly promotional product. Only 38 percent of 45 to 54-year-olds surveyed felt the same way. Therefore, you will likely see better results when presenting sustainable options to millennials as opposed to older generations.
Looking to sell sustainable products, but don’t know where to start? Check out our top picks below:
Find more sustainable apparel and hard good items at alphabroder.com and primeline.com.
Laurie is part of the marketing team for the leading supplier in the industry, alphabroder. During her free time, Laurie likes to ride horses, sail and spend time with her husband and her two children. Reach her at Lprestine@alphabroder.com