Letter on the Third — June 2024

Dear Datamax Family,

“Relevant” is a prominent word at Datamax. To be relevant in the eyes of those we serve, it only makes sense that we watch our language.

By that, I mean clearly and mindfully communicating our genuine understanding of what our clients are experiencing. This ability refers to thinking vertically or speaking THEIR language… not ours. A vertical approach to how we go to market aligns well with our company philosophy of “Creating Raving Fans” and “Relevant Technology. Raving Results.” (keyword, again, is relevant).  A vertically focused organization, after all, is well attuned to a specific market’s specialized needs and day-to-day challenges. It’s a mindset that’s important to our entire organization because we serve better in all facets when we can see needs through the eyes of our clients.

Going vertical makes good business sense. According to a Keypoint Intelligence - InfoTrends’ study, “Winning in an Evolving Print Market,” 63% of Print Service Providers (PSPs) demonstrating high growth have a vertical market focus. However, it’s a matter of common sense, too. What better way to demonstrate relevance to those we serve than showing the ability to speak their same language? From my own experience, here are a few items to consider as you go vertical, grow vertical with your customers.

Take the training seriously.

If you’re on our sales team, you have either completed or are in the middle of training with Kate Kingston. We’ve been fortunate for many years to partner with her on training reps to listen better, gain confidence in understanding vertical approaches, and more than anything, getting out of their comfort zone when it comes to prospecting. Take your training with Kate seriously.

Make sure you study up.

If you’re a salesperson prospecting, make sure you learn everything you can about clients BEFORE you make contact. Know as much as you can about their industry, find their social media profiles, and check for company news or recent events. The more you learn about a particular industry over time, the more you become what I call an unconscious competent. Don’t forget: people respect what you inspect.

First and foremost: Listen.

Too often, we ask a question and then begin spewing information about ourselves to a potential client. Ask your question and then sit back and listen. When you do speak next, a phrase like “Well tell me a little more about that” always opens the door for more listening.

Don’t assume all verticals are created equal.

I was visiting with a prospect in the medical field once, and knowing that we did business with others in that industry, they began asking “What did you do over there for them?” My response was: “I want to know what YOU are looking for,” because every organization has unique needs. While the medical field shares similar challenges, their needs were decidedly unique to them.

Don’t think it’s just about sales.

If you think that thinking vertically is only applicable to sales, you’d be wrong. How much more effective can an administrative person be at solving a school’s billing issue if they understand their environment? When it comes to hospitals, think about all the applications that a service tech must familiarize him or herself with that are unique to the medical field. Consider, too, that most of these technologies have to do with the actual copier. Thinking vertically is an organization-wide philosophy that benefits all of us.

In conclusion, remember what it says in the Little Blue Book, page 11: It all begins with the word RELEVANT.”  A holistic approach to building needs… developing solutions that matter to our customers…understanding actual customer needs… these are all Datamax philosophies strengthened by our ability to think vertically and to watch our language carefully.

The Best is Yet to Be.

Your Raving Fan,