shift. The book explains how ESG requirements, sustainability regulation, and rising stakeholder expectations reshape the buying journey and expand the decision-making unit. It shows how sales must engage earlier, higher, and wider, and how sustainability must be translated into business value to influence decisions. Covering outcome-based selling, customer personas, storytelling, pitch development, data-driven sales, and objection handling, the book equips readers to sell sustainability with confidence and clarity. A strong focus is placed on using credible data, and aligning sustainability initiatives with customer priorities such as cost, risk, compliance, and long-term competitiveness. Written for professionals working with sales, ESG, procurement, marketing, and leadership, Beyond Green: Selling Sustainability bridges sustainability strategy with commercial execution.