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Healthy Buildings’ core purpose is to make buildings and the organizations that operate them more valuable. We do this by: lowering operating costs, increasing NOI, lowering risks, and by making buildings more marketable.

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The South Coast Plaza – Office Division earned the first two LEED Platinum (EB:OM) certifications in Orange County at their Park and Plaza buildings.

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Many thanks to Healthy Buildings for being so easy to work with on such a complicated project! We really appreciate your flexibility and responsiveness to all of the unforeseen elements that this project seems to wantonly attract.

Senior Project Manager , San Francisco, CA

Just wanted to let you know that your office just helped us out with a last minute need…and we wanted to express our sincere gratitude. Your staff dropped what they were doing and came here to perform a Legionella test of our cooling tower before our work started this weekend. We are so fortunate to have such a great partnership with Healthy Buildings, who is responsive to our needs

Manager , Facilities Operations, Northern Virginia

Healthy Buildings has the team and experience to develop effective and efficient hotel sustainability programs. Their commitment to business-oriented sustainability decisions makes them a player you most definitely want to have on your team. They will work with you to meet your bottom line goals while greening your operations and maintenance practices; ultimately reducing your operating costs, generating marketing opportunities, and strengthening your business model by integrating sustainability into all aspects of your hotel.

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Don’t Let Your Strengths Become Your Weaknesses
Sales
From the May 2013 Issue
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8.95
8.95
8.95

Executive Summary

Reprint: R1305D

Salesmanship is central to a start-up’s success, but many entrepreneurs ignore this simple fact. They may believe that their idea will sell itself or that there’s no point visiting a prospective customer without a finished product in hand. Those who search for sales advice find mostly tools and techniques for established companies.

In a study of 120 entrepreneurs in six countries, more than half fully developed their products before getting feedback from potential buyers. Looking back, most said that was a mistake. Those who did start selling early did not spend enough time listening to prospects’ reactions. Other mistakes included offering discounts to close initial deals, making early sales to family and friends, and failing to choose first customers strategically.

When they did go on sales calls, the entrepreneurs fielded tough questions about the efficacy of their products, their credibility and experience, the size of their companies, their prices, and the cost of switching to an unproven offering.

A sales model geared to entrepreneurs accounts for the fact that information gleaned during the sales process can be crucial in designing (or redesigning) the product itself. The model calls for meeting with prospects as soon as an idea is conceived to learn if it has broad appeal. The answer to that question determines whether the entrepreneurs jettison the idea, return to the drawing board, or proceed to prototype development and further testing with potential customers.

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Photography: Courtesy of the artist and Gow Langsford Gallery
Artwork: Sara Hughes , Scales of Economy , 2007, painted cardboard, 12 m x 3 m, Red Badge of Courage Exhibition , National Newark Building, New Jersey

For many entrepreneurs, the process of launching a company begins with the lightbulb moment when they conceive of a breakthrough idea for a new product or service. Very often, they are so passionate about the idea that they believe its merits will be self-evident to prospective customers—that the innovation is so obviously superior it will sell itself. Entrepreneurs who avoid that delusion may think of their initial sales as a chicken-and-egg problem: They realize that getting buy-in from potential customers is a top priority, but until they design and build the product (which often requires securing funding, assembling a team, and many other tasks), how could they possibly make a sales call?

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