Explore how Grundfos has made sustainability the core of its business strategy, transforming the way they engage customers and reduce CO2 emissions. Learn how value selling helps drive meaningful change while balancing business growth and long-term impact.

Sustainability as a core strategy
Grundfos has placed sustainability at the center of its operations, producing nearly 16 million products annually with a focus on energy efficiency and CO2 reduction. The company’s approach goes beyond product performance, aiming to guide customers toward smarter, more sustainable operations.

Value selling and customer impact
By implementing a structured value selling framework, Grundfos enables its commercial teams to understand customer pain points, uncover hidden needs, and demonstrate the total cost of ownership. This approach positions sustainability as a tangible benefit, showing customers both financial savings and environmental impact.

Overcoming challenges and driving change
Shifting to a sustainability-focused business model required changes in KPIs, sales approach, and portfolio investment. Grundfos highlights the importance of long-term vision and top management commitment to successfully integrate sustainable solutions while maintaining business growth.

The future of sustainable operations
As customer demand for sustainable solutions grows, Grundfos continues to innovate with digital and smart products that reduce environmental impact. Their journey demonstrates how industrial companies can combine profitability with responsibility, creating lasting value for both business and society.