Sustainable Selling:
What, Why & How

WHAT is Sustainable Selling?

Sustainable selling is grounded in transparency, respect and mutual benefit.

It brings your company values into everyday sales conversations - from the first touchpoint to long after the contract is signed. Both sellers and buyers are respected, and both sides benefit.

You may be familiar with related ideas, such as principle-based and values-aligned selling.

Your organization is likely already investing in ESG (Environmental, Social and Governance) or CSR (Corporate Social Responsibility) frameworks for sustainable business practices. Sustainable selling aligns with the same spirit - bringing these commitments and company values into everyday commercial conversations.

Sustainable selling means selling in ways people feel good about - from the start of the sales process to well after the contract is signed.


(If you’d like to hear more about different industries apply this, we explore it with industry leaders on our Sales & Sustainability podcast →.)

WHY Sustainable Selling Works
for revenue and reputation

  1. Trust Lowers Friction
    Buyers are less guarded and open up to share important details sooner, which shortens the path to making a decision.

  2. A Shorter Sales Cycle
    Honesty and transparency upfront reduces confusion and last-minute surprises.

  3. Higher Customer Lifetime Value
    Respect leads to long-term and repeat customers.

  4. More referrals
    People recommend companies who make the sales process feel considerate and fair.

How Sustainable Selling Works
examples for the sales rep level

Before The Call:
Preparation shows respect so the rep feels confident and the buyer feels their time is valued. Preparation includes:

  • Know the customer
    (ie. industry basics, current priorities, recent news, etc.)

  • Know your company and product
    (ie. company values and commitments, product capabilities, and honest “not a fit” cases)

  • Day-of readiness
    (ie. agenda, access to demo/sales tools, clear next-step options, etc.)

During the call:
Explore fit and timing with care. Some best practices include:

  • Listen and engage
    (ie. deep understanding of customer needs, address objections with empathy, etc.)

  • Offer options and opportunities, not pushes
    (ie. outline paths that respect budget, timing, readiness)

  • Agree to the next step
    (ie. a shared plan, closing, follow up)

After the call:
Capture relevant information and stay present (not noisy) to keep the relationship warm. For example:

  • Take notes and update CRM
    (ie. what was learned, outstanding questions, agreed upon next step)

  • Follow through on promises
    (ie. sending materials, making introductions, timelines, etc.)

  • Maintain the relationship:
    (eg. Relevant check-ins and value-add communication without being bothersome)

How Sustainable Selling Works
examples for the sales manager level

  1. Fair, respectful management:
    Set clear expectations, engage regularly, treat sales team members fairly

  2. Support sales rep development:
    Continuous coaching, in a team setting as well as tailored one-on-one sessions

  3. Understand motivations:
    Identify what drives each person to feel confident and effective

  4. Align with company strategy:
    Ensure sales actions reflect company values and goals; communicate with other departments and management

How To Get Started With Sustainable Selling

  1. Management adopts a sustainable selling approach and communicates it to the sales department
    Focus on what sustainable selling is and why it’s important to your company

  2. Sales managers work with sales teams to identify practical applications of sustainable selling
    Identify language use, sales approach/attitude and sales skills for customer interactions

  3. Sales representatives practice and implement sustainable selling skills
    Sales managers conduct role-plays on real scenarios for upcoming sales calls

FAQs
about Sustainable Selling

  • Does sustainable selling slow down the sales process?
    Usually not - it often feels more methodical and smoother. Open communication early in the process saves time later.

  • Is sustainable selling effective?
    Yes. A sustainable selling approach is aligned with sales best practices - such as listening and asking open-ended questions to identify and deeply understand the customer’s needs. Developing and implementing these sales skills often provides an immediate lift in sales.

    Additionally, when customers are treated with honesty and respect it builds loyalty, which is a foundation for long-term relationships, repeat customers and a strong referral base.

  • How can you measure it?
    Track simple signals such as more accurate forecasting, clearer next steps, repeat business and referrals.

  • What industries does it work for?
    Any situation where decisions are made with transparency and responsibility - technology, services, retail and more. The core is clear, respectful conversations.

  • What if we’re already using a sales framework?
    Fantastic - sustainable selling complements most frameworks. We help map your company’s values to daily behaviors, identify opportunities to strengthen sales rep and sales manager skills, and provide coaching within the framework.

Could sustainable selling benefit your organization?

Contact us to book a short discovery call to explore fit and next steps.