Tuesday, June 23, 2009

Green Is Going vs. Going Green?


I was just skimming through the latest copy of the Harvard Business Review in between phone calls and got stuck on an article entitled, "Understanding the Post Recession Consumer." http://www.hbr.org

One of the eight trends that they indentified regarding consumer behavior in the current mudpuddle we are swimming in is this:

Green was cool, but I ain't paying a premium for it anymore.

Ok, so I paraphrased a bit, but that is the gist of it. Now, when we take this concept and apply it to selling your payroll services...

Oh My Gosh!!! I Spent All This Money On An Online Solution To Push As Green!!!

Stop tearing your hair out and gnashing your teeth... it'll be ok! I swear! So, you've got an online paperless solution in place. Now the consumer doesn't care as much. What do I do?

The concept that I work on with my clients to sell the online payroll tool to their clients centers more around the value you can provide to the client rather than the green-ness of the option. I suggest the following:
  • Push savings, not Green
  • Green becomes the feel-good after-effect of choosing an economical solution for payroll
Set up a pricing model that puts your online product at the low end of the $pectrum. You will have an easier time getting buy-in from your existing and new clients by saving them money. This in turn reduces the hours you and your staff spend on payroll, and allows growth without increased headcount.

Right now, everyone wants a deal. Sure they'd like to do something environmentally friendly - but, keep in mind that the green those clients are worrying about the most about right now is the kind that comes with dead presidents on it.


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