It’s always been advantageous to move what your company sells and does from a commodity — the same thing everyone is selling — to a niche — something that is unique to you. Owning a niche you can market to existing customers and prospective customers is one of the key ways to achieve a more profitable business. You have greater pricing power vs. trying to underbid the other contractors who typically don’t know their cost of doing business or choose to disregard the need to be charging what they should.
Being green and selling green is one of the niches I teach my consulting clients to either get into or expand their existing efforts. The goal is to go green themselves, educate others how to be green and sell green products and services.