Your sign prospect just said "our biggest challenge is competing against the national retail franchise down the street. They have a huge amount of advertising." How can you help them to compete?
Tell your prospect that the right sign can "brand" their location, and a distinctive sign can turn even a non-descript site into a recognizable brand (and that could be a local retailer, restaurant, bank or any other business that competes against national chains.) Channel letter signage excels for this purpose, and will help your client compete effectively.
A sign that is the center "point of focus" of a building facade can create a local brand, generate top of mind awareness, and change established shopping habits. A compelling set of benefits for the business competing against the "big guys."