BROTHER UK
The new role of sustainability in shaping deals
Greig Millar, chief revenue officer at Brother UK, reflects on how sustainability really influences buying decisions and who it matters most to in organisations for dealmaking teams to leverage.
Sustainability has been a key part of resellers’ conversations with customers over the last decade, but is it meaningful enough to swing customer purchase decisions? New data from our Tech Trust Index suggests something more nuanced. We spoke to 250 UK IT decision makers (ITDMs) and 250 channel professionals and found that, while sustainability still matters, it ranks behind operational fundamentals when buyers decide who they trust and buy from. Dependable products (49%), good customer support (43%) and transparent pricing (36%) emerged as the strongest drivers of trust for customers from vendors. By comparison, only 15% of respondents said sustainability claims significantly increase trust on their own. At first glance, that may seem surprising. Sustainability is one of the defining challenges facing businesses today. Customers face increasing pressure to demonstrate responsible procurement practices, so vendors are investing heavily in circular economy initiatives as a result. Devices are being eco-designed
CONTINUED to reduce energy consumption, last longer and improve repairability and remanufacture-ability. Meanwhile, it could also reflect changing perceptions of sustainability and its value to customers. A brand acting in the best interest of the planet feels inherently trustworthy. But are customers less interested in the corporate responsibility aspect of sustainability, and more interested in sustainability as a matter of compliance, efficiency, resilience and cost control? That’s the useful nuance for dealmaking teams. Our findings do not mean sustainability matters less. If anything, it highlights how sustainability has become a non-negotiable expectation, built into how organisations assess suppliers. Buyers are becoming increasingly discerning but, in a market full of environmental claims, organisations are jaded and want evidence that vendors are delivering instead of making empty promises. Building trust through MPS Nearly three quarters (74%) of ITDMs said emotional factors such as trust and confidence now matter more than cost or specifications when making technology decisions. Customers increasingly look beyond promises and ask a simple question: can this supplier demonstrate they are delivering on their commitments? Managed print services (MPS) are a good example of how sustainability commitments can be translated into meaningful action.
Greig Millar
brother.co.uk
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Customers face increasing pressure to demonstrate responsible
procurement practices, so vendors are investing heavily in circular economy initiatives as a result.
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