Vertical Customer Relationships

Vertical customers want an expert. They want to feel like you not only understand your product/service, but that you understand their industry.

Here are a few ways you can highlight your knowledge throughout the relationship, not just during the pitch:

• Include industry news in your communications (e-newsletters, emails, website, etc.).
• Offer commentary with solutions regarding current hot topics. For example, a mask manufacturer could discuss swine flu.
• Host a monthly (or weekly, quarterly, annually) seminar. Don’t exclusively highlight your company; instead mix up the agenda with speakers from other businesses.

BONUS: This is a great way to build relationships with companies that may be able to forward referrals.

• When discussing your business, use friendly language. Avoid jargon and big words as much as possible; they don’t say knowledgeable. It says you’re overcompensating or hiding something.