Sustainable Selling is not a fixed state of harmony but rather an evolving process in which the application of sales resources, the direction of investments, the orientation of technological development and institutional change are balanced with future as well as present needs.   It’s about rethinking and reframing ‘growth’ and rethinking sales and incorporating the "sustainable selling" thinking into sales training, sales consulting and  coaching (sales coaching) and more importantly, sales strategy.

Why Sustainable Selling?

With the green agenda comes Sustainable Selling.  More and more questions are being asked by many about how we can best manage business relationships now and for future generations?   More and more the conversations are revolving around managing value rather than only managing cost.

Professional bodies such as CIPSA (procurement) are asking questions about how we manage and guarantee supply in an ever changing, often unpredictable and volatile world.   The messages are clear people are wanting real, frank, measurable, trusted, transparent, substantial, ethical selling and procurement practices which discourages excessive consumption and greed.  The focus is on forging legitimate business relationships which serve the environment, people, business and communities recognizing that ‘We are all in this together’.

If we are to meet the needs of the present (economic, environmental and social) without compromising the ability of future generations to meet their own needs, we need to engage in Sustainable Selling practices which support the concept of Sustainable Development as part of our strategy moving forward.

What is Sustainable Selling?

Sustainable Selling is a movement started by Barrett  which seeks to encourage, develop and endorse ethical selling principles, ideas, values and practices which value trust, transparency, substance, community, the environment and healthy profits while discouraging the exploitation of people and resources, excessive consumption and greed.  Sustainable Selling plays a role in Barrett's sales training, sales consulting and coaching (sales coaching) and sales strategy.

Sustainable Selling recognises that everybody lives by selling something and that selling is about the principle of exchange - the sustainable exchange of ideas, innovations, products, tools, concepts, feelings, money and value.  The focus is on creating Sustainable Selling business cultures by encouraging, coaching and sales training all people in sustainable selling and business principles and skills so they can forge legitimate business relationships which serve the environment, people, business and communities.

Ideally Sustainable Selling is about:

  1. Results not solutions.
  2. Contribution, not distribution.
  3. Outcomes, not income.
  4. Connections, not transactions.
  5. Ideas, not product.
  6. Collaboration not competiveness
  7. Contribution, not distribution
  8. Creativity, not productivity.
  9. Renewable, not consumable


  • The BARRETT Sales Blog gives you access to knowledge, research, insight, case studies, and real life, practical experiences in the areas of sales, communication, culture, values, teams, people management, leadership and many many more areas. The author, Sue Barrett has a unique way of getting to the heart of the matter and distills complex ideas into practical tips and suggestions that people can apply in their everyday lives

    Published since February 2007, the BARRETT Sales Blog is designed for people in contact dependant careers such as sales, business development, account management, customer service, sales management, marketing, general management, business owners, leadership, HR management, and anyone interested in learning more about the world of sales, communication, team collaboration and leadership.

    The BARRETT SalesBlogs is easily digestible and sent for free, via email every week.

    Go to the Barrett Sales Blog

  • is owned by BARRETT.

    We want to create a Sustainable Selling community or tribe where like minded business people come together to create a more sustainable and ethical way of doing business.

    Barrett has been in business since 1995 and is an end-to-end sales training, sales consulting, sales strategy and coaching (sales coaching) practice with a prominent reputation in the Australian market as trusted experts and advisors in creating high performing, sustainable people, teams and leaders. With over 50 years shared experience, the Barrett methodology combines process and person to create purposeful action and ultimately achieve excellence.

    We have also created a new online sales education resource called which comprising a) How-to Sales e-books, Research Whitepapers, Barrett 12 Sales Trends Annual Sales Trends Reports, Podcasts, etc. (Please see for current offerings), b) Online Sales Training (you can read about Online training providing general information), c) the Benefits of Online Sales Training (you can read about the benefits that online training provides versus conventional classroom training), d) our Online Sales Training Courses (you can read about the courses we offer and read information about them), but also about e) Sales Resources: tools, templates, coaching resources. etc.

    Sustainable Selling is the creation of Sue Barrett and Jobst Schmalenbach.

    Read more about Barrett