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Modern sellers know that successful prospecting isn’t about casting the widest net. It requires focusing on the right lanes. This concept is known as verticalization. By identifying and doubling down on the verticals where they already see success, sellers can boost efficiency, increase win rates, and accelerate pipeline growth. Verticalization helps sellers target outreach with laser precision, aligning efforts with industries and sub-industries where they have the most traction and understanding.
This is part of my Prospecting Essentials video series.
Key Takeaways
- Verticalization is a focused outreach strategy where sellers select specific industries (“verticals”) to concentrate their efforts, improving prospecting effectiveness.
- Analyzing your current pipeline helps identify natural strengths and successful client types, guiding you to the best-fit verticals.
- Classify your verticals as “majors” and “minors”—for example, a major like professional services can include minors such as public accounting, consulting, and IT services.
- Strategic focus doesn’t mean exclusivity—you can still pursue inbound leads outside your verticals, but your proactive outreach should stay aligned with your selected lanes.
- Verticalization enables faster identification of ideal prospects by building on your existing success and familiarity with specific industries.
- Better territory segmentation based on verticals helps prioritize time and resources effectively.
- Doing a vertical analysis of your current client base and territory is a practical first step to define and refine your prospecting strategy.
Who This Video Is For
This video is for professional sellers and sales leaders who want to build and maintain a strong, consistent sales pipeline. It’s especially relevant for those looking to improve their prospecting, outreach strategy, and sales conversations to drive both short- and long-term success.
Transform Your Pipeline: Prospecting Essentials Online Sales Training Program
The new Prospecting Essentials Online Sales Training Program is part of my Strategic Selling Academy.
Whether you’re a seasoned sales professional or a sales leader looking to elevate your team’s results, the Prospecting Essentials program will equip you with proven strategies, practical outreach tactics, and impactful sales conversation frameworks to help you build a high-performing pipeline—now and into the future. Learn more and enroll now. Or, for leaders looking to bring the program to your sales team, please contact me for details.
Frequently Asked Questions
Verticalization is the process of narrowing outbound outreach efforts to specific industries or market segments where a seller has the most experience or success.
Start by analyzing your current pipeline and client base to find common industries where you've already had wins. Look for both major categories (e.g., professional services) and subcategories (e.g., consulting, managed IT services).
Yes. While verticalization helps guide your outbound strategy, it doesn’t prevent you from engaging with promising inbound leads from other industries.
Ideal for professional services and complex B2B solution selling, the Prospecting Essentials sales training program from Amy Franko will help you build and execute prospecting plans that directly contribute to building pipeline. You’ll consistently exceed quota with a full, qualified pipeline—fueled by proven strategies and repeatable outreach systems. This program provides the skills and tools for: • Identifying more and better sales opportunities • Accessing the right individuals who make or influence decisions • Expanding sales with existing clients • Building consistent prospecting habits that keep the pipeline full This is a 100% online, self-paced sales training program. You can access the materials anytime, anywhere, as long as you have internet access.
Our Strategic Selling signature sales training program is now available online. This online sales learning program is ideal for professional services and B2B sales. Get started with 2 free lessons.