What training content does B2B Sales in the IT industry in Austria need to successfully sell sustainable solutions?

Abstract

This thesis aims to identify critical training content for B2B sales professionals in the Austrian IT industry that will help them to successfully promote and sell sustainable solutions. As sustainability becomes increasingly important and often a strategic norm, driven by increasing environmental concerns, customer expectations and regulatory pressures, especially within the European Union (EU), IT suppliers and their sales forces need to be prepared for this trend. The current research gap in specific recommendations for relevant training content for sales teams in this industry is the motivation for this master’s thesis. The secondary desk research of this thesis begins at a general level by establishing a basic understanding of sustainability by reviewing various definitions such as the Brundtland Commission's definition and key concepts such as the Triple Bottom Line (TBL), Corporate Social Responsibility (CSR) and the Resource-Based View (RBV). These frameworks show how sustainability can create competitive advantage and business value while addressing environmental and social responsibilities. Next, sustainability is considered through the lens of the IT industry. Key challenges such as skyrocketing energy consumption in data centres, e-waste management and the related circular economy highlight the need for more sustainable practices in the sector. Green computing practices such as advanced energy-efficient hardware, hardware consolidation and energy-efficient air and liquid cooling solutions can help achieve ambitious goals to minimise the environmental impact of IT products. As sustainability moves from being a voluntary business strategy to a legal and competitive requirement, it is vital for sales teams to develop in-depth knowledge in order to be prepared for future enquiries and to differentiate their offering in a sustainability-conscious market. Empirical data collected through expert interviews shows that sustainability is indeed growing in importance among B2B customers in Austria, driven by internal and external requirements. However, sales teams often lack the necessary knowledge to proactively address related enquiries. For example, while EU regulations are recognised as important, they are often misunderstood or only known by name. This lack of knowledge results in a lack of confidence to engage in meaningful discussions with customers, which can lead to missed sales opportunities. The most critical training needs identified are a full understanding of carbon footprint reporting, technical knowledge of energy efficient IT systems and regulatory knowledge. In addition, training should help salespeople to tailor their messages to different stakeholders and to frame sustainability in financial terms, for example by leading discussions on the positive total cost of ownership (TCO) that sustainability often brings. This training should bridge the gap between technical sustainability issues and customerfacing communication, enabling sales teams to become credible advocates and trusted advisors for sustainable solutions.

Date of Award	2025
Original language	English
Supervisor	Robert Füreder (Supervisor)