Konica Minolta bizhub C280 Product Guide - Page 200

bizhub C360/C280/C220 Vertical Markets A Word on Vertical Marketing Have you ever found that some equipment models and configurations fit better in some industries than others? Do you ever find yourself focusing on selling to one industry or another because you have had more success with it? If you have, chances are you've been practicing vertical marketing without even knowing it. Vertical markets are quite simply companies that do the same or similar things. An example might be within the area of services, like legal. What kind of legal services does the company or firm supply? Maybe the company is a law firm that specializes in patent law. Patent law offices can be considered a vertical market. Maybe the company in question is a university or a bank. These are all examples of possible vertical markets. Depending upon your offering, sometimes it doesn't matter how specialized a company is. Maybe just knowing what general category or industry a company or business fits into is enough. Maybe for our purposes a law office is a law office and for a general marketing or sales message we don't care if the law office specializes in patent law, real estate or tax law. This law office is part of the larger Legal market. However, if we were creating a targeted message with a highly targeted offering we might care exactly what that law office does. Remember, vertical markets can be as broad or as detailed as we'd like. Things you can do: • If you spend a block of time making phone cold calls, concentrate on one particular industry for that phone session. Craft a message, call script or talk track specific to that industry and use it when you call. • Create your own vertical market Email or direct mail campaign using your contact management program. • Start collecting your own sales success stories. Do you see a pattern within specific industries? What made the sale a success? Apply that sales success knowledge to new business opportunities in those industries. 196