New to Copier Sales: Shifting into New Vertical Markets

We’ve talked about vertical markets before so you probably know that verticalizing your sales attention provides a structured way to grow sales. The more familiar you are with an industry, the better you can speak its language. Understanding common challenges builds credibility, and before you know it, you’re the go-to expert in that space.

But sticking to one vertical isn’t always the best move. Expanding into new markets opens more opportunities, helps you stay ahead of competitors, and keeps your sales pipeline full. You won’t max out an entire industry on your own, but competition can push you to look elsewhere. Shifting into a new vertical might not be top of mind when you’re still getting a handle on machines, software, and leasing, but it’s a natural next step that builds on what you already know.

It goes without saying, sustainable growth matters for you and your company. You will reach a broader client base and reinforce your existing expertise by opening new verticals. Fresh prospects keep you on track to hit and exceed quota. 

And the bigger picture? Being well rounded in multiple business systems sets you up for long-term success with your current and future employers.

The switch doesn’t have to be complicated if you take it one step at a time.

For example, if you primarily sell A3 and A4 office copiers to engineering firms and notice their clients rely on wide-format devices, shifting to that niche makes sense. If you’re selling to general contractors, you might pivot into subcontracting fields like electrical work or HVAC. Instead of making a complete jump, find a related industry where you can use what you already know — a pivot, more than a leap of faith.

Picture this: You walk into a dentist’s office and hear the rhythmic hum of a tired A4 in the back corner, paper curling with heat, ink smell hanging faintly in the air. It’s a machine built for a quiet accounting firm, not a bustling clinic. You see it, hear it, and smell the problem before they’ve said a word. That’s how vertical knowledge sharpens your edge.

This approach lets you build on your experience while reducing the risks of stepping into unknown territory. Many industries share workflows and business challenges, so adapting isn’t as hard as it sounds. The key is finding new, but familiar, ground.

Another project? Just what you need, right? 

 

Moving into a new vertical doesn’t mean ditching what you know. It’s about adding to your skill set, expanding your reach and growing even more revenue. 

Here’s how to do it:

• Start with your current customers. If you already have a couple of customers in the new vertical, lean on them for insights and referrals.
• Do some quick research. Learn how businesses in the new space operate. Figure out their biggest challenges and how they make money. Every industry cares about revenue, costs, and profit. 
• Use AI to get up to speed. AI tools can help you learn fast. Try prompting:  
• “I sell office tech to auto parts distributors and want to expand into small medical clinics. What’s the best way to approach this market?”  

Within seconds, you’ll get actionable steps like compliance must-knows, workflow examples, and even which vendors to watch. Bonus: I cannot over stress one point. Use AI/LLM every single day.

Get to know the landscape  

Once you’ve picked a vertical, start making connections:

• Leverage your current customers. If they have industry connections, ask for introductions. You might say, “I’ve helped optimize your document management system and am looking to do the same for small medical clinics. Know anyone I could talk to?”
• Talk to vendors and OEM reps. Copier manufacturers, print suppliers, and service partners often have insights into different industries. Ask them which verticals are seeing success.
• Don’t overanalyze. Research is important, but too much can slow you down. Get a solid understanding of industry challenges, then start making calls.

Track the little wins and celebrate  

Expanding into a new vertical is a learning process. Small wins, like securing an appointment, help you refine your approach. Every step forward adds up, and progress happens in stages.

Get to know the new realm. Set the first appointment. Conduct the needs assessment, each activity is a success, a step forward. 

Your outreach worked, and someone in the new vertical is willing to hear you out. That’s momentum. From there, getting a proposal meeting is another victory. This validates your move, confirms you’re in the right space, and gives you the chance to tailor your approach. 

Closing a deal is the final confirmation but each step leading up to it matters just as much.

Baby steps turn into big wins. Each meeting sharpens your pitch, improves your understanding of the vertical, and builds your confidence. Even if a deal doesn’t close immediately, securing face time and learning from the experience puts you ahead.

Once you land a few sales, promote them through:

• Press releases – Keep it simple: “Company Name helps HVAC firm cut costs and improve compliance with print solutions,” then drop in a quote and call to action.
• Customer newsletters – Highlight case studies and testimonials from new clients to build credibility and demonstrate value.
• Networking events – Share your success stories in person, leveraging industry connections to generate interest and referrals.

Don’t forget to treat your first few clients in a new vertical like VIPs. When things go wrong, and they will, communicate more than you feel is necessary — you cannot over-communicate. Make sure your new client knows your entire team, and keep the relationship strong. These early wins are the building blocks of your road to expert standing.

If you find yourself in a slump, we have all been there; looking left or right is a good idea. Switch it up, keep moving, stay curious, and sell on!

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