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Customers with a good experience tell three people. However, those with a bad experience tell 50 people.

This is not news to most professionals in the industry, but some might not be aware that customer expectations are changing. In today's market, customers are increasingly demanding Green products and services. They are also sophisticated about how to define Green and are demanding higher levels of accuracy and accountability for the claims being made.

In a 2007 EcoMarkets market research study (see "Research Initiative), janitorial and sanitation products and services ranked second (after paper and paper products) for attracting the most environmental scrutiny. Customers are examining claims more closely so it is especially important to avoid potentially misleading Green marketing.

Define the environmental value proposition

Before claiming a product is Green, a company must conduct an honest and rigorous study of the environmental benefits and advantages of the products it offers.

"At SCA Tissue, we have always used sustainable manufacturing practices as part of our core business strategy and that combined with high-quality recycled-content EcoLogo-certified products helps increase sales," explains Mike Kapalko, Environmental and Tork Services manager. The holistic nature of SCA Tissue's approach to their solutions allows them to market various environmental benefits from reduced consumption to reduced cost and waste.

Mike Sawchuk, vice president and general manager at Enviro-Solutions Limited, says that proving a product is truly Green is only part of the sales equation. One of the largest challenges his company faces remains convincing customers and prospective customers that Green products perform as well as the alternatives, and are cost competitive.

"Many purchasing and even custodial staff still have an outdated perception that Green products don't work," says Sawchuk. Enviro-Solutions was one of the first EcoLogo-certified Green cleaning product manufacturers.

Selling Green products effectively means proving that the products meet environmental scrutiny without sacrificing product performance, and are cost competitive.

Know your customers

The environmental impacts associated with a company's operations, products and services range from human health impacts, to ancient forest decimation to water and energy issues. Each environmental issue can be linked directly to customer values.

One challenge manufacturers face is learning to speak their customers' "language." While transparency of all of the environmental impacts of a product or service is necessary to achieve an honest dialogue, focusing on the issues that matter most to target customer segments will increase customer buy-in.

Beyond looking at traditional customer factors like the type and size of the organization, price sensitivities and relative seniority of purchasing officials, marketers should determine the most important environmental factors driving purchasing decisions. It is imperative to determine the issues that will best resonate with customers.

According to Kapalko, "Customers are typically driven to a sustainable purchasing decision based on one of many specific factors, such as meeting a government spec or achieving LEED certification. When we are talking with our customers, we focus on their drivers and how our products and dispensing systems can fulfill their needs."

Sawchuk agrees. He says that one of the biggest factors for his clients is building occupant and worker health. He cautions, however, that customers will not accept a Greener product if it means increased labor or product use costs.

Communicate your environmental message

Communication should be a two-way street, according to Mark Ray, director of marketing at Kruger Products. "Marketers have to stay in constant contact with sales, the customer and the company," says Ray. "Marketers also act as a conduit to manufacturers, keeping them informed of trends in the environmental marketplace."

When communicating, it is important to use the most meaningful language. Research from the 2007 EcoMarkets study demonstrates that "human health" issues are more important to customers than "reduced toxics" -- even though they are addressing the same issue. Similarly, "energy conservation" is more meaningful than reduced "greenhouse gas emissions." Make it impossible for customers to miss the importance of a message by using the right language.

Messages need to be consistent and clear across the board. Ray emphasized the market's ability to soak up marketing tools like stickers, brochures, e-mails and PowerPoints, demonstrating that there is always a need for more communication.

Avoid greenwashing

In order to ensure clear and honest communications when adopting Green practices, maintenance and supply managers need to learn about how to avoid some of the common pitfalls of greenwashing.

Terms such as "environmentally-friendly," "all-natural" and "non-toxic" are meaningless without elaboration on how you are using them and could even be illegal pending forthcoming changes in the law in Canada and the United States.

There are widely accepted standards such as EcoLogo and Green Seal that define Green in the jan/san market. Customers are increasingly skeptical of Green claims that are not based on widely accepted industry standards.

Sound science, honesty and transparency are paramount in the Green decision. Manufacturers must make supporting information about any environmental claim readily available. Tell the truth and help customers understand all of the environmental impacts of products across their entire lifecycle.

The rewards of Green marketing

Successful Green marketing can increase market share and grow profits. It also helps protect customers and future generations by expanding sales of more environmentally-preferable products. It can even increase public respect for the industry and motivate other industries to improve their performance.

Here is a quick recap of steps that jan/san industry marketers should review when designing an environmental marketing strategy:
• Conduct an honest and rigorous study of the product's environmental value proposition.
• Segment the customer base to better understand their purchasing behaviors.
• Provide clear connections between the product and/or service and the environmental issue and link that to customer values.
• Make information about the environmental claims available to customers.
• Always tell the truth.

When Green marketing is done poorly, it can significantly erode customer trust and lead to a rapid decrease in sales. However, effective Green marketing can significantly expand a company's business while benefiting the entire industry and the planet. Which will you choose?