Strongly promote your 'local' presence to beat out major national competitors

Thank you as always! This is Kaiun-san.
Looking forward to working with you again today too😊

The more you try to handle high-priced products, the more important it becomes to have a mindset of building a relationship with your customers.

You cannot conduct large transactions with the same mindset as having someone buy a daikon radish at a supermarket.

Since everyone is cautious about expensive purchases, a sense of closeness—the feeling of building a relationship with the customer—is absolutely necessary.

You wouldn't have a store clerk following you around while you shop at a supermarket, would you? Because the items are low-priced, customers want to walk around and shop on their own without being interfered with.

Work related to housing ranges from high to low, but there are
quite a lot of items that involve significant amounts of money.

If that is the case, it is important in business to have a strong awareness of
maintaining a good relationship with your customers over the long term.

However, you are not the only one dealing with customers.
There are other competitors besides you.

And they might even be major national chain companies that are your rivals.
So-called large corporations.

You might end up having to fight on equal footing with such 'final boss' entities.

Keeping that in mind, I will now share an important keyword with you.

That is local.

Local.

Isn't it the same for you?
Don't you feel a sense of security with local companies and shops?

For example, doesn't your impression improve when you see employees of a local company helping out at a neighborhood festival?

For example, wouldn't your impression improve if you saw on the local news that a staff member from an appliance store in your own city or town was honored for saving a life?

For example, when looking at the website of a service company you are using for the first time, wouldn't your impression improve if you saw an image of a familiar mascot character from your local town hall?

What do you think? Doesn't 'local' evoke a sense of security?

To avoid any misunderstanding, I am certainly not saying that companies expanding nationwide are bad.

But this is a matter of life and death.

Since you have started your business locally, you will likely have to compete with major national chain companies. In such cases, we cannot always be left in the dust, and we cannot afford to lose.

In any case, if we are to succeed locally, we must always promote our local presence.

Why do people buy new cars from local auto repair shops? Even though they are more expensive than dealerships.

They buy cars from local shops because of various feelings: because it's local, because it's in the neighborhood, because there's a sense of security, because they feel they won't do anything strange, or because they have been taken care of since the previous generation.

Because they are neighbors, they have high expectations that they will provide good service.

Even if your memory fades, I want you to remember this one thing.

「Strongly promote your local presence to differentiate yourself from the giants」

This is the only way to differentiate yourself from the giants. Do not try to compete on price. You cannot beat the giants on price.

Of course, I, Kaiun, also strongly promote my local presence. But why am I so obsessed with being local? It is for this reason.

In the past, when I worked for a nationwide renovation company, a customer told me directly, 'I feel more at ease with a local company.' They were someone with a strong sense of local identity.

It was a shock.

Because of this, even if a large company has its headquarters in another prefecture, if its branches or sales offices are working in a local area, they cannot beat local companies unless they putcommunity-basedat the forefront. This is the challenge for national chain stores.

Our housing-related work is not a business where it doesn't matter where you buy as long as it's cheap, like supermarkets or drugstores.

If you aim to build a business that maintains relationships with customers, you should always use 'local' and 'community-based' as keywords in your business development.

You can put a local character on your company website, and if you are currently creating a flyer, it is also effective to include words like 'neighbors,' 'local,' 'community-based,' 'same school district,' or 'to everyone in XX town.'

Furthermore, if you are in a competitive bidding situation with a large company, be sure to highlight 'local,' 'community-based,' 'identifiable background,' 'no staff transfers,' and 'multi-generational relationships' to clearly convey the advantages of your business to the customer.

After that, try your own unique local appeal.

This is the advantage of a sole proprietorship over a large company. It will definitely have an effect like a body blow.
Naruhiko Kaiun

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