Content
Sustainability has undoubtedly become a central element of modern corporate strategies. Driven by ever stricter legal regulations and growing social awareness, the pressure on companies to implement sustainable practices is increasing. However, despite these regulatory incentives and formal requirements, the actual level of implementation of sustainability is often unclear. The question remains as to whether sustainability criteria set out in tender texts actually determine decisions and actions in practice.
In this context, the focus shifts to sales, which plays a decisive role as the direct interface to the customer. Sales staff experience at first hand which criteria are actually decisive for purchasing decisions and how sustainability aspects are weighted in practice. This proximity to the market and to customers gives sales a special significance in the sustainable orientation of companies. Nevertheless, the perspective of sales on the topic of sustainability has hardly been researched to date.
This study addresses precisely this issue and closes an important research gap. For the first time, the topic of sustainability is comprehensively examined from the sales perspective. The study provides valuable practical insights that can help sales managers to promote sustainability in sales management and develop it into a competitive strength.
Specifically, the study focuses on three central topics:
What significance does sustainability have for sales and sales success?
This focus highlights the extent to which sustainable practices act as a success factor in sales and how companies can differentiate themselves through sustainable sales strategies.
What is the status quo of social sustainability in sales?
This examines how social sustainability aspects, such as work-life balance and perceived workload, are anchored in sales and the extent to which sustainable practices are beneficial in this respect.
What sustainability measures are being implemented now and in the future?
This part of the study analyzes which specific measures have already been taken in sales and which future developments are foreseeable.
With this first comprehensive examination of sustainability in sales, this study offers valuable pointers for practitioners on how they can effectively integrate sustainability into their sales strategies.