In a fast-changing building market, professional customers - project owners, developers, local authorities and companies - are increasingly attentive to environmental criteria. For architects, craftsmen and contractors, knowing how to sell the advantages of biosourced coatings is becoming a real commercial asset.
These eco-friendly wall coverings are not just a sustainable alternative: they bring tangible benefits in terms of performance, comfort, savings and project enhancement. This article offers a practical guide to convincing your trade customers with sustainable, high-impact arguments.
1. Understanding the expectations of professional customers
Local authorities
- Priority to low-carbon materials to comply with RE2020.
- Finding solutions to improve quality of life in schools, hospitals and social housing.
Developers and investors
- Asset enhancement through HQE, BREEAM and LEED certifications.
- Growing buyer demand for sustainable, healthy housing.
Private companies
- Integrating CSR into their strategy.
- Commitment to comfortable and responsible working environments.
2. Technical arguments to convince
Reducing carbon footprint
Biobased coatings reduce CO₂ emissions over the entire life cycle.
Energy performance
- Hygrometric and thermal regulation.
- Reduced heating and cooling requirements.
Durability
- UV and crack resistance.
- Longer service life than conventional coatings.
3. Health and comfort arguments
Indoor air quality
Biobased coatings capture VOCs (volatile organic compounds), improving the health and well-being of occupants.
Acoustic comfort
Sound absorption and reverberation reduction, ideal for schools, offices and hospitals.
A soothing, aesthetically pleasing ambience
Customizable finishes (smooth, matte, textured) and natural shades to suit every project.
4. Economic arguments
Optimized overall cost
Even if the initial investment is slightly higher, the return on investment is assured thanks to :
- reduced maintenance costs,
- enhanced durability,
- energy savings.
Responding to calls for tender
Biobased coatings increase the chances of success thanks to their compliance with environmental criteria.
Heritage enhancement
A sustainable, certified building sells better and attracts tenants and investors more easily.
5. Arguments linked to current trends
Responding to climate challenges
Carbon neutrality 2050, energy sobriety: key issues for public and private decision-makers.
Keeping pace with societal expectations
End-users are looking for spaces that are healthy, durable and comfortable.
Anticipating future regulations
Choosing biosourced coatings today means preparing for tomorrow's projects.
6. How to structure your sales pitch
Promoting sustainability
Explain that the investment is planned over 20 years, not just at the time of installation.
Adapting your message to the customer
- Communities: focus on health and well-being.
- Developers: emphasize heritage value.
- Companies: CSR image and employee comfort.
Using numbers and labels
Support your arguments with :
- measured reductions in CO₂,
- certifications obtained,
- energy savings achieved.
Convincing a professional customer is not just a question of price or aesthetics: it's a global approach that integrates ecology, health, comfort and economy.
Biobased coatings offer a set of sustainable, practical arguments for :
- win tenders,
- appeal to developers,
- respond to public policies,
- and anticipate tomorrow's trends.
For building professionals, it's a powerful commercial lever and a guarantee of credibility in the ecological transition.