How to improve sales confidence

In my book Anyone, Not Everyone, I share this critical benefit of taking a vertical market approach: it improves sales confidence.

Salespeople crush quotas in environments where they have momentum and confidence. By selling into a single market, they’ll become familiar with the vertical buyer’s business, including their unique pains and problems. 

Your salespeople become more knowledgeable about the business than your buyer when it comes to marketing (or your service area of focus), allowing them to teach and guide the buyer during the sales process. This elevates your sales conversations out of marketing tactics and into business strategy, resulting in more value for your prospect and distinguishing your agency from competitors. 

They’ll also learn the buyer’s insider language, industry trends, and major players. 

The result is more trust and familiarity, which leads to more sales.



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