Vertical Selling

As you make the shift to a vertical specific selling approach, how will sellers be equipped to lead compelling sales conversations?  Leading vertical conversations means every seller knows how deliver insight and ask smart questions based on industry trends, pressures, and opportunities.  DSG can help you accelerate sales mastery of vertical selling best practices and messaging through video-based sales playbooks, custom training and continuous learning.


Big Idea

Vertical specific sales conversations that deliver business Insight


  • Differentiation through specialization

  • More complete solutions and larger deals

  • Increased market share in a key vertical

Common Vertical Selling Mistakes

Lack of consensus on our industry value proposition and messaging (What is our company POV?)



Develop focused vertical "sales plays"

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Assumption that salespeople will easily gain the confidence to engage with vertical insight



Challenge your sellers with a series of activities to build vertical conversation mastery

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Vertical guides that are deep on market insight but light on how to lead a vertical specific conversation



Build sales competence through a vertical playbook combined with manager coaching

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Change Vision for Vertical Selling

  • Generic horizontal messaging

  • Vertical insights and talk tracks

  • General product or solution conversations

  • Connecting to specific use cases

  • Individual sales pursuits

  • Team-based selling with industry specialists

Playbook Approach to Vertical Selling

There are 2 common scenarios for organizations moving to a vertical or industry selling model.

The first is vertical specialization with a given salesperson assigned to only one vertical like retail and going deep on retail.   A vertically aligned sales team will typically require significant depth of content for their target industry so that every aspect of the selling conversation is highly customized to the use cases, trends, growth opportunities and solutions for each market.   

The second approach is salespeople aligned by territory and simply tailoring their conversation based on the customer’s industry. The messages, insights and stories required for success in the territory model can typically be much higher level. This is especially important for the sake of the seller who could never go deep on every vertical in their territory. They just need simple, easy to use vertical guidance that makes them relevant.

DSG Solution


Sales & Marketing Alignment

Playbook Development

High Impact



DSG can help you accelerate momentum in 3 ways:

  1. Leading the creation of a vertical sales messaging in collaboration with sales, marketing and product stakeholders

  2. Producing and packaging your industry sales education videos, sales collateral and video-based sales training playbook by vertical

  3. Delivering experiential vertical sales training along with continuous learning that ensures salespeople adopt and master the art and science of leading vertical-specific sales conversations in the real world

Recommended Resources

The resources below will provide deeper insights around the creation and implementation of vertical sales messaging through sales playbooks, sales training, and continuous learning

Sales Enablement for Vertically Aligned Selling

Achieving Sales Excellence at SITA

Vertical Selling Webinar with Fastly