Not everyone you talk to has the same sense of urgency as you have.
Especially, when you are communicate with executives in more traditional businesses.
While you see that the world is on fire – and you are ready to save it – the person you are talking to may not even see the smoke.
Or, if we are staying with visuals here – they may be tending to a flood elsewhere...
Try to understand where your prospective customers are at. There may be a variety of reasons for a company to not have started their sustainability journey yet.
The most common reasons we are seeing are:
Short-Term Profit Focus
Traditional companies often prioritize short-term financial gains over long-term sustainability investments. Executives may be hesitant to allocate resources to sustainable initiatives that might not yield immediate profits, especially if they believe their competitors aren't prioritizing sustainability either.
Lack of Awareness or Education
Some executives might not fully understand the potential benefits of sustainable solutions or may lack awareness of the environmental impacts of their operations. Without a clear understanding, they may not see the value in changing their practices.
High Implementation Costs
Transitioning to sustainable solutions can require significant upfront investments in terms of technology, infrastructure, and training. Executives might be concerned about the financial burden and the potential impact on profitability during the transition period.
Perceived Customer Disinterest If the company believes its customers prioritize price and convenience over sustainability, they might be hesitant to invest in initiatives that they perceive won't lead to increased sales or customer loyalty. Without clear signals that customers value sustainability, they might be reluctant to take action.
Existing Operational Structures
Traditional companies might have deeply ingrained operational processes and structures that are optimized for current practices. Implementing sustainable solutions could require reconfiguring these structures, which may be seen as disruptive and challenging to execute.
So, when you are looking into new potential customers - for you the solution may be clear right away. Don’t assume it is even on their mind.
By looking at the world from your customers’ perspective – instead of making them see it from yours – you will be able to provide clarity and support them in their journey.