Tips for Success in Selling Microverticals

Rival poaching

…addressing potential integration paths? Are there opportunities to add technology to replace manual processes for a better customer experience, to enhance efficiency or provide cost savings?

Example of an expanded technology opportunity:
Horizontal: Warehouse/storage
Microvertical: Refrigerated warehouse/storage
Solution: Refrigerator/freezer sensors replace manual inspection. Improves compliance management, provides superior reporting, increases efficiency of equipment and protects inventory with proactive alerts for issues

Perhaps less obvious are the leads you may uncover by finding a BPO partner with a manual or inefficient process that you can solve. An automated solution can result in an opportunity not only with your specific client’s BPO partner but for that microvertical of BPO solution providers.

How to Make That First Step

When I’m talking to a sales partner looking to initiate a new sales growth strategy — such as exploring microverticals — I often hear that the first step is the hardest, so here’s what I suggest:

  1. Pick a day. Title it “Microvertical Day” and clear your calendar for the day to keep your focus, energy, creativity and excitement on this new initiative.
  2. Review your existing base of clients for horizontals, verticals and microverticals. Identify where you have several clients in a microvertical.
  3. Pick the right relationship for your first shot at a meeting to explore a microvertical — look for a client that will be open about their business and give you the time you need to work all the way through the process. Have them block out their day with a plan to meet first thing in the morning, followed by a round of golf. This gives you flexibility with your time so if your conversation is one hour or four, you have the time you need to complete a deep dive.

Julie Dzubay is vice president of sales operations at WTG and previously was director of indirect sales operations at Electric Lightwave Integra. She earned a master’s degree in telecommunications and marketing at Saint Mary’s University in Minnesota and a bachelor’s in psychology at the University of South Dakota. She also is chair of the Alliance of Channel Women’s mentoring committee. Find Julie on LinkedIn or follow her on Twitter @WTGCOM or @JulieZub.

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