In the market today, customers can easily access any information they need on virtually any topic. Today, customers know their problems and they can find solutions online. They may not be able to complete the designs or do as professional of a job as an expert, but their perception is that they can come close.

In this marketplace, a salesperson who only knows their solutions – no matter how brilliant they are – will be reduced to a proposal architect and order taker (perhaps).

Today, salespeople must know their world (security) and the problems, trends, people, politics, and requirements of the markets they serve; in fact, most customers expect their salespeople to know their industry almost as well as they know security. The most effective way to know these things is to focus on one or a few vertical markets.

Click the button below to learn about three critical factors every salesperson must know to win sales in a vertical market.