Practical Sales Training™ > How To Get Attention > The Ethical Advantage

What is it?

As buyers, there’s an increasing interest in the companies we buy from and how responsible/ethical they are.

Why does it work?

It works because many businesses are either not behaving in an ethical/ responsible way, or they are failing to promote the fact. If you can take positive action and make being responsible part of your corporate identity, then you will likely have an unfair advantage in the marketplace.

How can you use it?

Consider everything from your Green credentials and where you source materials from, to your energy usage, how you treat your employees, if you donate to charity and, of course, if you pay your taxes 😉

If there is anything there that speaks of your being a responsible company that is not only doing the right thing, but also giving back, then it’s worthy of note.

Hypothetical Example:

A coffee brand competes in a crowded market where price and taste are often the only differentiators. Instead of just promoting flavor, they highlight their responsible practices:

Sourcing beans exclusively from fair-trade farms.
Using 100% compostable packaging.
Donating 5% of profits to support education in coffee-growing communities.

They communicate this with simple, bold messaging:
“Every cup you drink funds a child’s education.”

Customers who share these values now choose the brand not just for the product, but for the purpose behind it – leading to increased loyalty and word-of-mouth advocacy.

See also

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