| Let's face it: Most "green" products don't work all | | | | market. Since the product is sold principally to |
| that well. They cost more and people who use | | | | distributors and large pest control firms at similar |
| them generally take a mightier opinion of | | | | prices to similar products, it gives pest control |
| themselves, just because they are using some | | | | businesses a competitive advantage: Sell green at |
| green product. | | | | the same price as competitors harsh chemicals, |
| Green products are what marketers call Lifestyle | | | | increasing volume by offering a preferred service |
| Products. They are meant to make somebody | | | | at the same price; or charge a premium for the |
| feel better about themselves simply because they | | | | extra green service, skimming more money out |
| are being "environmentally responsible." At least, | | | | of a smaller volume. That is green that pays. |
| they think they are, but take a look at some | | | | Alternately, products that save energy in the long |
| "green" initiatives: | | | | run, such as Compact Fluorescent Light bulbs |
| - DDT - Millions have died due to malaria and crop | | | | (CFLs), pay. Unfortunately CFLs have mercury in |
| failures since it was banned. Proved safe before it | | | | them and so are not as green advertised. The |
| was banned, the possibility of it being a carcinogen | | | | available low-mercury CFLs don't last as long and |
| (it is not) combined with the false belief that it | | | | cost a lot more. Still, CFLs are on the right track: |
| was killing California Condors kept this bug-killer off | | | | Their cost is more than offset by their long lives |
| the market. | | | | and reduced energy consumption. |
| - Low-Flow Toilets - Intended to save water, | | | | Marketers of green products must decide: Is their |
| these toilets often have to be flushed multiple | | | | mission to save the world, or to sell a lifestyle |
| times to work properly, saving nothing. | | | | product? If the mission is to save the world (or |
| Two examples (and there are many more) of | | | | simply to sell as much volume as possible), the |
| ineffective green initiatives. Add to this the | | | | marketer has to offer more than just a feel-good |
| multitude of green products that don't work as | | | | product. Here are a few quick rules for selling |
| well as their non-green counterparts. It seems | | | | green: |
| that just because something is labeled "natural" or | | | | |
| "green" a marketer can charge more for it. | | | | 1. Make switching easy. CFLs sell because they fit |
| None of this should suggest that people should not | | | | into a standard light socket. If they required a |
| be careful with the environment. It is far more | | | | whole new socket, people would be less likely to |
| efficient and cleaner to recycle steel, for example, | | | | buy them. |
| than to make all-new steel. Nobody wants lead in | | | | 2. Make products that work. Nothing is more |
| their air or PCBs in river water, but those have | | | | frustrating than purchasing a new product and |
| been proved in double-blind studies to be | | | | finding it does not work as well as the previously |
| extremely dangerous to everybody's health. | | | | preferred product. Switching back is much easier |
| Controlling those emissions, nearly everyone can | | | | than the initial switch. |
| agree, is a good thing. | | | | 3. Have more than one selling proposition. Just |
| One kilogram of hydrogen contains the same | | | | selling green won't work; have some other |
| combustive power as a gallon of gasoline (or | | | | proposition, such as increased efficiency, lower |
| near-enough), yet its only emission is water. Just | | | | energy costs or another advantage over the |
| one problem: There is currently no method of | | | | competition. |
| producing and delivering the massive amounts of | | | | 4. Get the product certified. LEED certification for |
| hydrogen needed to replace fossil fuels. | | | | buildings and Energy Star for electronics give |
| And therein lies the problem for purveyors of | | | | credibility to a product during the purchasing |
| green products wanting to save the world. It is | | | | decision. |
| true that there are "riches in the niches." One can | | | | 5. Have proof. Get testimonials from customers. |
| charge more for green because it's a lifestyle | | | | Put up YouTube videos showing the product at |
| product; but such will never sell to people aren't | | | | work. Have the product tested against other |
| interested in the green lifestyle. It appears to | | | | products and show off some of the results (even |
| many that the environmental movement has | | | | if it isn't the best, it will probably be better than |
| exaggerated on so many issues that many people | | | | somebody). |
| simply won't pay more for less. So if the mission | | | | It's fine to sell green products, and it is fine to |
| is to save the world, the green product has got | | | | want to sell them at a bigger mark-up to people |
| to save money. | | | | who want to feel better about their |
| This could happen in several ways. First, the | | | | environmental impact. If the object is to sell green |
| product could actually work better: Seom pest | | | | products and save the world however, those |
| control companies have developed products that | | | | products must be both environmentally green and |
| work as well or better than anything else on the | | | | put more "green" in the buyer's wallet. |