From Generalist to Specialist: The Ultimate Guide to Vertical Focus

Revenue Rehab

This week our host Brandi Starr is joined by Corey Quinn, Best-Selling Author and Expert in Agency Growth.

Meet Corey Quinn, an industry maven with a wealth of experience in guiding agencies beyond founder-led sales. With an extensive tenure in agency management and a best-selling book to his name, Corey has dedicated his career to helping agencies escape the founder's shadow and find sustainable growth through vertical market specialization.

In this episode of Revenue Rehab, Brandi and Corey dive deep into the nuances of understanding target audiences and crafting empathetic messaging. They explore the transition from founder-led sales to building versatile sales teams and the immense value this brings to larger organizations. Corey shares real-world examples, such as business owner Luke Agebrotten’s success story, and provides a step-by-step process to achieve focused vertical market expertise.

Join Brandi and Corey as they discuss the benefits of approaching change with curiosity, the importance of thought exercises in business evolution, and strategies for founders to adopt a less hands-on sales approach, all aimed at maximizing growth and efficiency.

Bullet Points of Key Topics + Chapter Markers:

Topic #1: Understanding Target Audiences and Empathetic Messaging [07:22] Corey Quinn emphasizes the necessity for businesses to deeply understand their target audiences beyond generic marketing language. “Even larger organizations must create messages that resonate on an empathetic level,” Quinn states. “It’s not just about industry jargon; it’s about truly aligning your identity with the industry you serve.”

Topic #2 Transitioning from Founder-Led Sales to Scalability [14:45]Brandi Starr and Corey Quinn discuss the challenges involved in moving away from a founder-led sales model and transitioning to a scalable approach. “Gradually replacing the founder's role, while building the brand to meet its promises, is key,” Starr advises. Quinn adds, “Creating a specific vertical market focus through client grouping and revenue analysis can facilitate this shift and mitigate churn.”

Topic #3 Specializing in Vertical Markets for Higher Rewards [22:57]Corey Quinn outlines the high rewards and lower risks associated with vertical market specialization. “Identify your vertical market through quantitative and qualitative analysis,” Quinn suggests. “By focusing deeply and empathically on a specific industry, you can create more targeted marketing campaigns and a repeatable sales process that doesn’t rely on the founder's personal network or judgment.”

So, What’s the One Thing You Can Do Today?

Corey Quinn’s 'One Thing' is to approach change with curiosity instead of a rigid commitment. "Take one element of your business, maybe that’s your target market, your client messaging, or your sales process, and experiment with it. Don’t think of it as a permanent change; consider it an exploration. This mindset will allow you to discover valuable insights without the pressure of long-term commitment. Just like conducting market tests or collecting customer feedback, this practice can open up pathways to more effective strategies and sustainable growth."

Buzzword Banishment:

Corey's Buzzword to Banish is "viral." Corey criticizes the term for misleading marketers into chasing fleeting trends rather than focusing on genuine customer engagement and long-term value. He underscores that the obsession with going viral detracts from building sustainable, meaningful relationships with the target audience. The use of "viral" often results in short-sighted marketing strategies, leading to temporary spikes in attention but not necessarily in stable growth or loyal customer bases.

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