1. How to win “Local Business” Customers
Carl Dearing
Sales Director Target

2. Firstly, remind yourself: “why do your customers come to you?”
• 20 years ago: Price! “You were probably the most cost effective option!”
What are you Good at today?
Why do your customers chose you?
What do local businesses want from you?
What are their problems?
How do you make life easier for them?
What do you offer them?
Remain cost effective
Range & Brands
Home visits
Repairs
Support & Advice
Diverse offering
“On line”: Amazon etc.
“Take away their Pain” There is a real value to that!

3. What about Existing customers?
We all rely on Existing Customers with regular spend
Comfortable route to sales!
Familiarity, confidence, set expectations from both sides,
Good and established working relationships
Understand what the customer needs
Just 1 Question: “Have you maximised sales from these existing customers?”
Easier route to more sales “Just ask….”
What share of their spend do we enjoy?
Who else do they buy from and why?
Ask “What do I need to do to enjoy more of your business”
Retail consumers: Where do they work? Who looks after their I.T. needs?
Watch out for “The Drifters”

4. Are we doing enough to attract new customers?
Most Companies, NO!
Busy with existing customers
Not sure how to identify new prospects
Confused as to who to contact
Not sure of what to say or offer
Fear of rejection and therefore wasting time & money
Not used to this!!!
So we hope new customers will find us!

5. The “Easy Options” “If I do some of these, I’ve done enough!”
Shop Window
Website
Local Newspapers
Mailshots
Exhibitions
Sponsorships
=“1% enquiry rate”

6. The Answer: Direct Contact is the way forward!
Use the Phone! Or
Walk in!
What’s the worst that could happen?

7. “How to win local business customers” Step 1: Why your Company?
What’s your message?
What do you want to tell them about your company?
Why are you contacting them?
Where are you located?
What can you offer them?
What are you offering?
What are you good at?
What are the benefits of using you?
Recommendations from other existing customers

8. Step 2. “Who you Gonna Call?”
Identify the “local” businesses or companies that you would like to do business with
Ask existing customers: REFERRALS!
They will be communicating with similar businesses, trade organisations
Use your local knowledge
What type of customers do you have and where are there more that are similar?
Nearby, easier to service
Local link!
Personal touch!
Who are your competitors selling to nearby?

9. Step 3. Who do you talk to?
Identify prospects that are similar to existing customer profile
You have already been successful and won business with similar companies, leverage your success
You’re doing something right!!!
Ask existing customers for leads
Who do they know
Who would they recommend
Can they introduce you?
Canvass those who already come to you: GREAT Referrals
Larger companies: Use website to identify initial contacts
Telephone and ask whoever answers the phone to help you!!!
Preferably Personnel in I.T. departments
They can specify suppliers to purchasing department
Purchasing or procurement if no specific I.T. staff
Obtain the name & address
Don’t ask to be put through immediately!
Research the individual: Linked In?

10. Step 4. Structure your call
Introduction
You and your “Local” Company
Purpose of your call: “I service a number of local companies similar to you…”
“You were recommended to me by….”
Ask about their I.T. needs
“Have you considered….”
“I can look after that for you….”
What are your challenges….?”
Sell your Company and Service
Tell them what you do and how well you do it!
BUT IMPORTANTLY: Tell them you are a local company employing local people offering a local service to similar business to theirs!
Small businesses relate to that!
Larger Companies are encouraged to trade with local suppliers (Carbon Footprint!)
Outcome: Agree possible next steps if there are opportunities identified

11. Step 4. cont….. Structure your call
Listen carefully to the customers response
What are they buying?
Who are they buying from?
Why are they buying from them?
Identify & Acknowledge the customers needs and requirements
What’s important to them?
What are their problem or /challenges?
What causes them “Pain”?
Link their requirements to the benefits of your products and services
Identify opportunities to sell alternatives
Take away their pain!
“Up” sell
“Cross” sell
Offer a new solution & supporting service
Get the business and agree next steps
Quote
Arrange a meeting
Send more information & speak again!

12. Who’s Next to call??? Step 5. Talk to yourself! Analyse the call!
How do you feel?
Did you get what you wanted?
What went well?
What would you change?
What can you do better next time?
What’s the next objective?
Who’s Next to call???