The Best Vertical to Call On
Suddenly, vertical markets are all the rage. I find myself in conversations about them more frequently than ever with both customers and vendors. This is good news for me because I’ve got lots of deep research to offer, but I also want to pass along my advice for the best vertical market for you to call on…
The one you know.
I have gone through the college admissions process with all three of my girls. Does this automatically make me a candidate for a job as Head of Admissions at Whatsamatta U (a pop culture reference very few people will get, I suspect)? No. But I believe I can hold my own in that vertical.
I’ve also purchased 15 or so cars in my lifetime as well as five motorcycles.
I’ve completed multiple real estate transactions.
I eat out at a lot of restaurants.
The local retail economy has been supported in part by my purchases.
Car dealers. Motorcycle dealers. Real estate agents. Restaurants. Retail of all kinds. These are all verticals which are instantly prospects of mine based solely on my past experience. Each is therefore the best vertical market for me to call on.
What about you? What does your history qualify you for?
You don’t need to be an expert in any particular field, but it’s really helps if you know the back story, the business needs. You have a bank, right? Go sit with your banker. You know a local shop owner, I assume. Sit and talk about his/her challenges.
Start with what you know. Seek to know more. Be sales-curious. Before you know it, you will be calling on the best vertical market out there: Yours.
Hey! Check out the new book: 
