Two things: be honest & keep it simple.
If our client feels like she can't be real with us, then we aren't listening well enough. We are here to help the client see how she can make a difference in the emerging green market. If it feels big at first, it's because it is. But it's also exciting. Let's be authentic about what we can and can't accomplish together.
Keep it simple:
We get our clients to begin by making three small changes. If you don't recycle yet, let's get that started today. If you offer single use plastics, let's try for reusable items instead. Since cardboard only takes around 15 years to biodegrade, and plastics take 400+ years to break down, let's set up a trade-this-for-that system and see if it makes financial sense as well.