The concept of ‘buy local’ has been around for a long, long time, and rightly so – the initial appeal is pretty obvious: support local businesses that employ local people, and keep the money in the local community.
However, as it’s been around for a long, long time, is there a risk it becomes background noise, or is it still a key selling point for businesses that operate primarily in their local area?
As contractors who work with their local Gemcell wholesaler will know only too well, that local business that’s committed to the success of its community is vitally important – and the good news is that for electrical contractors, the buy local concept still has a load of commercial value.
In a service business, trust, accountability, accessibility and reputation all matter hugely, and when working with a Gemcell wholesaler there’s an extra layer of story to tell; local businesses, supporting local businesses and helping keep communities connected.
It matters – however, to take full advantage of the local positioning, it’s important to understand some of the dynamics at play. Because positive sentiment and good intentions don’t always automatically translate into sales.
Key takeaways for electrical contractors
- Buy local still has commercial value, but being locally owned is not enough on its own to win work.
- Price, convenience and service continue to influence what customers actually buy.
- Service, trust and accountability can help convert positive local sentiment into a sale.
- Building genuine relationships and remembering customer details can support repeat business.
- Being visible and active in the local community can help customers understand what supporting a local business actually means.
How to make the most of a buy local proposition
Charles Liu, founder of Cubic Promote, says that a local message can attract attention, but it’s got to be underpinned with genuine business nous.
“Service, trust and accountability are what converts it into a sale,” he says.
And that’s a good way to position your thinking: the fact that you’re a small, locally-owned and operated business isn’t the whole proposition, but it may help tip the balance when the fundamentals are already in place.
Giving people a reason to support you
It’s always good to look outside of the trades to see how different business concepts and positioning strategies work – and the points of difference we can bring back and utilise in our sector.
Deborah Terkely, founder of family business L’ada Soaps & Scents in Narre Warren, Melbourne, says ‘buy local’ is about much more than putting up a sign.
“It’s about giving people a reason to want to support you,” she says.
“One of the biggest things I’ve learned over the years is the importance of being relatable and building genuine relationships with your customers. I don’t want someone to feel like they are simply completing a transaction when they shop with me. I want them to feel like they are catching up with a friend.
“I know my customers by name. I know their children’s names, their husbands’ or partners’ names, and sometimes even their pets’ names! I remember what they bought last time, ask how their family is going and genuinely take an interest in them.”
Of course, retail is a very different proposition to the electrical trade, but there are plenty of commonalities too. People buy from people. Customers want to have confidence and trust in you, and the service you’re delivering, and that’s where the real value lies.
That can create a competitive advantage – or an opportunity if you’ve got a big crew. It’s essential for each member of your team to know those details about a client. They can all be captured in a good CRM tool, and be included in the job notes. Those moments matter – especially when you’re dealing with local and hopefully repeat customers.
Extending the buy local sentiment
Like everything in a local community, it’s a two way street. You’ve got to put in as much as you’re taking out; more so most of the time. And being visible in your local area is a key part of building that buy local ethos.
Deborah says, “Over the years, we’ve made a point of attending local events, getting involved with schools, community groups and organisations, and supporting local fundraisers and raffles by donating our products.
“It’s not always about expecting an immediate sale. Sometimes it’s simply about showing up, contributing to your community and letting people know who you are and what you do.
“The more people see you, get to know you and understand your business, the more likely they are to think of you when they need what you sell.
“For us, this has helped turn customers into loyal supporters of our business – and, importantly, into people who genuinely want to see a local family business succeed.”
Helping customers understand what ‘buy local’ means
While we might think the ‘buy local’ proposition needs no explanation, in reality it does if it’s going to have a meaningful impact on your business.
Charles says, “Businesses should explain what local actually changes for the customer – for example, faster communication, local support, shorter lead times, better understanding of local requirements and money staying within the local economy.
“Smaller businesses can make ‘local’ feel personal. They can show the people behind the company, explain where they operate and demonstrate how customer spending supports real jobs and local capability. Large companies can say they are local, but small businesses can actually show what that means.”
So there you have it. The local sentiment is still a very important one to use as part of your electrical contracting business – but you need to translate it into something meaningful for your clients, because it doesn’t stand up on its own for too long.
Frequently asked questions about buy local for electrical contractors
Does buy local still work for electrical contractors?
Yes. The buy local concept still has commercial value, particularly for service businesses where trust, accountability, accessibility and reputation matter.
However, local positioning does not automatically lead to a sale. Price, convenience and service still influence what customers actually buy.
What makes customers choose a local business?
Customers may have a preference for supporting local businesses, but the fundamentals still matter.
Service, trust and accountability can help turn that local preference into an actual purchasing decision.
Are customers prepared to pay more for local goods?
More than half of customers who say they are willing to pay a premium for domestic goods actually do so.
However, that premium is capped at around 10%.
How can electrical contractors build stronger relationships with local customers?
Being relatable, building genuine relationships and taking an interest in customers can help strengthen those connections.
For contractors with larger teams, useful customer details can also be recorded in a CRM tool and included in job notes so other team members have access to them.
How can a contractor make ‘buy local’ more meaningful?
Explain what being local actually changes for the customer.
That could mean faster communication, local support, shorter lead times, a better understanding of local requirements and money staying within the local economy.
What electrical contractors should remember
Buy local still matters, but it works best when it supports an already strong business proposition.
Being locally owned and operated may help tip the balance, but customers will still consider price, convenience, service, trust and accountability.
Build genuine customer relationships. Make sure your team has access to useful client information. Be visible in the local community. And explain what being local actually means for the people buying from you.
Local sentiment has value, but it needs to translate into something meaningful for the customer.
