Sustainable event sales have shifted from nice-to-have to must-have in most event organisers’ playbooks. And just being eco-friendly no longer cuts it. Additionally, eco-conscious organisers want to host events that positively impact our world on multiple fronts.
So, what are the best approaches to authentic sustainable event sales to promote and sell the dream of future fit events?
Understand Event Sustainability
First things first. You need to understand what sustainability really means in the context of events before you can sell sustainability. This means digging deep into the ways your hotel, venue or service is shifting experiences to be kind to the planet, besides exceeding client expectations, which might include sustainable focuses such as:
- Reducing waste
- Championing recycling
- Minimising energy consumption
- Taking steps to protect our precious natural resources
- Supporting local businesses
- Respecting and celebrating equity, diversity, and inclusion (EDI)
Amazing! But, how can you leverage sustainable events for competitive edge without falling into the trap of greenwashing?
The Sustainable Events Forum’s Natalie Lowe recently said in her Are You Being Greenwashed? article for Meetingsnet:
“Greenwashing refers to deliberately misleading sustainability claims. However, sometimes it’s a case of unintended “green wishing,” where meeting pros are overly optimistic when looking for fast, simple solutions.
“Like get-rich-quick and lose-weight-fast claims, be careful about solutions that are too easy. Reducing the environmental footprint of our events is not complicated, but this is a newer area of expertise for event professionals and we can be sold flashy promises that don’t deliver.”
But fear not! Yes, sustainable event sales call for a considered approach. But there’s no need to watch your Ps and Qs once you get confident about your sustainable credentials.
Take a Refreshed Approach to Authentic Sustainable Event Sales
Here are some key tips for taking sustainable event sales from uncertain to inspiring with accuracy and authenticity:
- Tailor Your Talk – Customise your approach to their values and goals when you’re discussing sustainability with clients. Clarify how your sustainable practices align with their corporate sustainability strategy, and paint a picture of how your products and services contribute to a more positive event experience.
- Showcase Real Impact – Real examples speak volumes, from cost savings, to reduced waste, to community involvement. For this purpose, share stories and data from past events to highlight the tangible benefits of your sustainability practices.
- Educate and Collaborate – Position yourself as a knowledgeable partner in event sustainability. This means offering insights and educating clients about your sustainable options and how you can work together towards a greener event.
- Be Transparent – Retouching on the greenwashing issue, be honest about what your venue or service can realistically achieve. And be upfront about any limitations. Clients will appreciate your honesty and trust your guidance.
The final word goes to Heather Apse of US hospitality tech solutions Tripleseat. In her recent Event Management and Sustainability: 8 Easy Ways to be Eco-Friendly article, she highlights the most low effort high impact way to “spread the green love”:
“Don’t keep the sustainability secret to yourself – share it with your prospective customers and event peers! Use signs and announcements to encourage everyone to join in on the green fun. It’s a great way to show off your eco-efforts and inspire others to be more sustainable daily.”
At Selling Savvy, we firmly believe sustainable event sales means more than meeting market demand. It’s about committing to a future where events leave a positive mark on the world. You can view our Environmental Promise here. And get in touch about our virtual or in-person training and 1:1 mentoring to drive growth by levelling up your sales team’s understanding and confidence to sell sustainably.
