It is a little difficult to comprehend at first but
each vertical market has a unique language.
          Each vertical talks about different things.
          Each vertical uses different language even
when they are talking about the same thing.
          The chance of a naive marketer making a
mistake in every message is guaranteed. Not good.
          It is enough to force a marketing manager
to choose a far safer, but an albeit very similar
profession like snake charming.
          If you confront them with a generic solution
when trying hard to appeal to all markets you will
end up appealing to none.
          A read of your generic message, written in
a tongue they do not care for, will tell them that
you know nothing about their industry, and so,
can not help them. Again not good.
          Every budget dollar spent racing down
that track will be actively turning prospects off.
          It would be prudent to quickly pull the plug
on that approach.
          Delve a little deeper into a vertical and you
find that the different staff positions want to hear
different propositions in your pitch.
          Depending on the solution you are selling
you may find that middle management does not
consider they have a problem, and does not even
want your charming company in a presentation.
           Often middle management does not have
a problem, until senior management says they do.
          So the sales pitch switches to the decision
making team in senior management.
          Then the fun really starts.
          And you need to plumb the depths of your
knowledge of the inner workings of the vertical.
           For them the advantages of your solution
are not just the mechanical advances over your
competition but the strategic advantages that can
be promoted to the board, investors, and other
earnings nervous stakeholders.
           These dire warnings are made not to scare
you off marketing to verticals, but to lay bare the
pitfalls, and inform that there is a simple solution.
          We have taken the time to get to know the
verticals, learn how they speak, listen to the very
different concerns of each level of management,
and very importantly, keeping ourselves up to date
with the problems facing each vertical.
          We can then couch your solutions in terms
of what they want to buy.

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Telephone +61 2 8356 9799.
Happy to talk about the quality and resolve we can duly apply.
Marshall Group.

In brief.
a. Each vertical uses a different language to describe what they do, and how they do it. The military, medical, and information technology verticals are good examples.
b. We can assist in couching your offering in the language of a vertical.
c. We can assist in aligning your offering to the different needs of each vertical, and different needs of each senior management position.

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Only genuine inquiries. Here.
No hawkers or canvassers allowed.

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This page last fiddled with in October 2020.