{"id":65421,"date":"2025-06-28T03:31:52","date_gmt":"2025-06-28T10:31:52","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=65421"},"modified":"2025-06-29T06:28:46","modified_gmt":"2025-06-29T13:28:46","slug":"committing-to-vertical-markets-dealers-share-the-road-to-a-sectors-inner-circle","status":"publish","type":"post","link":"https:\/\/www.enxmag.com\/twii\/state-of-the-industry\/2025\/06\/committing-to-vertical-markets-dealers-share-the-road-to-a-sectors-inner-circle\/","title":{"rendered":"Committing to Vertical Markets: Dealers Share the Road to a Sector\u2019s Inner Circle"},"content":{"rendered":"\n
We kick off this month\u2019s State of the Industry report on vertical markets with a quote from Teddy Roosevelt, the 26th president of the United States and perhaps its most swashbuckling chief executive. Teddy\u2019s exploits are that of legend: he climbed the Matterhorn on his honeymoon, continued to be a boxer into his presidency, won a Nobel Peace prize, initiated construction on the Panama Canal and shaped the rules of modern football. But perhaps one of his best-known quotes is borne of empathy, which isn\u2019t what you might expect from an experienced safari hunter, the same man who was shot before a campaign speech and still spoke for 90 minutes.<\/p>\n\n\n\n
While not quite on par with \u201cSpeak softly and carry a big stick,\u201d the observation \u201cPeople don\u2019t care how much you know until they know how much you care\u201d is pithy and brimming with perspective. It\u2019s a line you\u2019re more apt to hear whispered on the Lifetime channel as opposed to screamed inside a Viking tavern. We\u2019ll dismiss the machismo for now, as the quote carries with it significant business consequences. What\u2019s more, it works well in reverse: \u201cPeople don\u2019t know how much you care until they discover how much you know.\u201d<\/p>\n\n\n\n
For our purposes, we\u2019ll go with the revised version, as the practice of serving specific market segments is no small consideration. Want to win business? It requires more than superficial knowledge. It entails understanding many of the challenges that confront health care, legal or education, among others. It\u2019s understanding best practices and pitfalls to avoid. It\u2019s having the talk track and the vernacular down cold. It\u2019s knowing key people and having impressive connections. It\u2019s learning about competitive offerings in the market. It\u2019s being able to answer a question before the prospect can finish asking (but we won\u2019t do that; as always, talk less and listen more).<\/p>\n\n\n\n
We offer a selection of dealers that have developed impressive proficiencies in more markets than one, and they discuss the road traveled in becoming a subject matter expert and trusted advisor. They also provide an overview of the tools and tactics that have provided a significant advantage in their respective markets.<\/p>\n\n\n\n
Anatomy of Success<\/strong><\/p>\n\n\n\n
When a dealer stakes claim to specializing in a large number of verticals\u2014which is the case of KDI Office Technology (KDI) in Aston, Pennsylvania\u2014it takes a fleet of subject matter experts to curry confidence among clients and prospects. For KDI, that calls for expertise in education, health care, legal, government, manufacturing\/distribution and financial services. Staffers include former administrators, compliance specialists and IT professionals, and their combined real-world experiences yield insights into the operational, regulatory and compliance challenges of the industries.<\/p>\n\n\n\n
Rick Salcedo, KDI Office Technology<\/figcaption><\/figure><\/div>\n\n\n\n
Rick Salcedo, president and CEO of KDI, points out his company has built customized service packages, training programs and security protocols to address market demands. The long game is ensuring these firms are positioned for perpetual success. For example, KDI helps health care organizations implement secure document management solutions while also offering specialized training to ensure compliance with HIPAA. Guaranteeing FERPA compliance while streamlining administrative workflows and reducing costs is music to the ears of the education space.<\/p>\n\n\n\n
\u201cThis comprehensive vertical market approach has allowed us to build long-term, trust-based relationships with our clients,\u201d Salcedo said. \u201cThey see us not just as a vendor but as an extension of their teams, always ready to deliver relevant, compliant and measurable results.\u201d<\/p>\n\n\n\n
Like most successful vertically driven dealers, Salcedo eschews generic product packages in favor of industry-specific solutions. In addition to adhering to HIPAA standards, KDI helps health care clients streamline patient intake and record-keeping while also supporting hybrid work environments\u2014all with an eye toward security. Education clients appreciate the efficiency offered by user-friendly (and secure) workflows for staff and admin.<\/p>\n\n\n\n
In the legal realm, archiving for chat, SMS and call activity speaks to retention compliance\u2014setting the stage for problem-free retrieval that meets required standards. KDI also integrates email and SMS communications with voice services, which furnishes additional touchpoints for law firms to communicate with clients and improve operational efficiency.<\/p>\n\n\n\n
They see us not just as a vendor but as an extension of their teams, always ready to deliver relevant, compliant and measurable results.<\/p>\u2013 Rick Salcedo, KDI Office Technology<\/cite><\/blockquote>\n\n\n\n
According to Salcedo, KDI tailors hardware configurations, software and document workflows to meet the unique needs of verticals. They include scanning solutions that integrate with EMR systems for health care. Optimizing workflows with automated admissions processes provides a clear benefit for education. The common denominator is secure, cloud-based storage for student and patient records.<\/p>\n\n\n\n
KDI elevates its marketing efforts through vertical campaigns that drill down by industry as well as the personas within them. \u201cWhether it\u2019s an IT director, a compliance officer or an office manager, our messaging speaks directly to their pain points and goals, ensuring our solutions resonate with each individual\u2019s specific needs,\u201d Salcedo stressed.<\/p>\n\n\n\n
Be it industry associations, local chambers of commerce or vertical-specific conferences, KDI keeps aligned with industry trends and builds relationships within these sectors. Sponsorships and trade shows strategically position the dealer for engagement with decision-makers while showcasing solutions and collecting data on market demands. Employing a consultative approach, Salcedo notes, fosters long-term relationships while casting the dealer as a trusted advisor. Whether its sector-specific webinars, lunch and learns, blogs\/emails or successful case studies, KDI maintains a varied outlet for targeting sectors.<\/p>\n\n\n\n
\u201cMany of our vendor partners also provide valuable marketing resources that help us stay informed and further tailor our solutions,\u201d Salcedo added. \u201cWe integrate these insights into our overall outreach strategy, ensuring our clients receive the most relevant and innovative solutions.\u201d<\/p>\n\n\n\n
Divide and Conquer<\/strong><\/p>\n\n\n\n
Whether by design or fate, the ownership brain trust at EDGE Business Systems boasts four experienced leaders who have extensive experience in four different market verticals. The team (and fort\u00e9s) consists of Josh Salkin (legal), Rick Duerr (education), Rich Simons (health care) and Cha Holmes (nonprofits). In serving the needs of suburban Atlanta, the collective has more than 100 years of experience under its belt.<\/p>\n\n\n\n
Rich Simons, EDGE Business Systems<\/figcaption><\/figure><\/div>\n\n\n\n
While most verticals have universal issues and needs, from time and money savings to efficiencies that allow them to do more with less, there are unique traits that dealers must recognize in order to gain favored nation status within a vertical community. For example, on the education side, the dealer serves the private school market and is heavily involved in that world through independent school associations with monthly newsletters. Webinars, trade shows and sponsor events help solidify EDGE\u2019s niche approach.<\/p>\n\n\n\n
Today\u2019s health care organizations face myriad issues, from fragmented document processes to disconnected vendors\u2014all of which creates operational drag and security vulnerabilities. \u201cOur recommendations are aligned to each organization\u2019s strategic growth plan, with an emphasis on document security, regulatory compliance, and scalable systems that support revenue expansion,\u201d Simons noted.<\/p>\n\n\n\n
Focusing on integration with a medical EMR or legal case management software, or scanning directly to a variety of cloud DM platforms, helps differentiate our recommendations.<\/p>\u2013 Rich Simons, EDGE Business Systems<\/cite><\/blockquote>\n\n\n\n
The document life cycle has long been the focal point for EDGE, which features the #BeyondTheBox hashtag. It begins with a complete analysis of the client\u2019s document environment, meshing best-in-class hardware and software solutions with its top-flight service offering.<\/p>\n\n\n\n
\u201cFocusing on integration with a medical EMR or legal case management software, or scanning directly to a variety of cloud DM platforms, helps differentiate our recommendations,\u201d Simons remarked.<\/p>\n\n\n\n
In addition to having all their sales reps immersed in local networking groups to burgeon their \u201csphere of influence,\u201d they\u2019re business partners in a number of vertical-specific associations and can be found networking in trade shows. The dealer\u2019s monthly \u201cChat With Matt\u201d software-focused webinars and VIP demos in its local showrooms help underscore the overall expertise and facilitate market-specific growth.<\/p>\n\n\n\n
Further solidifying the relationship between dealer and community is EDGE\u2019s sponsorship of the Georgia Aquarium. Not only is the aquarium a significant client, it also hosts many events that EDGE helps support.<\/p>\n\n\n\n
\u201cEDGE is heavily involved with trade associations, volunteering in the local community and even participating on boards of directors, which has helped build organic relationships over the years,\u201d Simons added.<\/p>\n\n\n\n
The caliber of team member character is another way EDGE has been able to bolster relationships. Blending kindness with patience has resonated with clients and produced feedback that reflects positively on their demeanor.<\/p>\n\n\n\n
\u201cThe people here are just fantastic, and we see emails come in that express how clients are super thrilled with specific people,\u201d he said. \u201cWe get that all the time.\u201d<\/p>\n\n\n\n
Wag the Dog<\/strong><\/p>\n\n\n\n
Quite often, a product offering rolls out the red carpet for certain vertical markets, and it falls on the dealership to identify, strategize and attack from a sales and marketing standpoint. In the case of Pulse Technology of Schaumburg, Illinois, its ever-burgeoning audio-visual (AV) department has shone a spotlight on both the education and municipalities markets. One of the company\u2019s most prominent deals was a video wall for the Schaumburg Boomers, a minor league baseball franchise in the Frontier League.<\/p>\n\n\n\n
Vince Miceli, the company\u2019s vice president of technology, sees Pulse Technology connecting with more verticals as its new conference-room-as-a-service (CRaaS) managed service takes shape. He points out that in ultra-competitive markets such as education and health care, delivering integrated solutions beyond hardware helps the dealer differentiate itself.<\/p>\n\n\n\n
\u201cOur value lies in combining copiers, managed print, IT services and AV systems into secure, reliable packages tailored to each industry\u2019s needs,\u201d Miceli said. \u201cFor schools, that means budget-conscious device management and remote support. For health care, it\u2019s HIPAA-compliant print workflows and endpoint protection.\u201d<\/p>\n\n\n\n
Miceli added that his dealership doesn\u2019t create vertical-specific marketing campaigns. Rather, it offers tailored software, configurations and service models that speak directly to each client\u2019s environment and compliance requirements.<\/p>\n\n\n\n
Our strength lies in aligning technology with operational realities\u2014solving problems that matter most in each environment.<\/p>\u2013 Vince Miceli, Pulse Technology<\/cite><\/blockquote>\n\n\n\n
Offering tailored solutions requires a deeper understanding of the unique pressures confronting each segment, according to Miceli. On the education side, streamlining print fleets and reducing downtime enable IT staff to focus on instruction. Creating secure print and network solutions protects patient data on the health care side while supporting HIPAA compliance. And when it comes to the legal market, document confidentiality and integrating secure IT and AV systems\u2014with an eye toward limiting downtime\u2014help build client confidence and drive business.<\/p>\n\n\n\n
\u201cOur strength lies in aligning technology with operational realities\u2014solving problems that matter most in each environment,\u201d Miceli added.<\/p>\n\n\n\n
Dealer Diploma<\/strong><\/p>\n\n\n\n
Josh Wickstrom, Sharp Business Innovations<\/figcaption><\/figure><\/div>\n\n\n\n
When the co-owners of a company are experts in the same field, the result is generally a strong and growing account base within that sector. At Sharp Business Innovations (SBI), owners Rich Lampshire and Joshua Wickstrom have substantial knowledge of the education market. That\u2019s reflected by a book of business including 30-plus school districts local to the Longmont, Colorado-based dealer, with a MIF of 500 under management.<\/p>\n\n\n\n
According to Wickstrom, quick-turn service response is critical for both education and health care, the second-largest segment served by the dealer. \u201cWe\u2019ve developed a service response for all our schools that\u2019s reflective of 90-minute-or-less standards,\u201d he said. \u201cUnequivocally, this is the best in our industry. Practicing this type of service approach for the last 15 years has truly served us well.\u201d<\/p>\n\n\n\n
A deep understanding of the vertical and a tailored go-to-market approach also benefit SBI. The company leverages subject matter experts, assembles industry-specific use cases and is fully ensconced in the language of the trade, understanding the nuances of \u201cpatient throughput\u201d or \u201clearning outcome metrics.\u201d But talking the talk isn\u2019t enough, which is where vertical marketing campaigns come into play. Sector-specific content, such as webinars, white papers and case studies, mixes well with landing pages and messaging. Additionally, dedicated sales teams (SDRs) that focus on one vertical at a time can help a dealer differentiate in contested markets.<\/p>\n\n\n\n
Lunch and learns give us the opportunity to engage with our community. We invite people who aren\u2019t our clients with the goal of meeting new people and learning more about the businesses we don\u2019t serve.<\/p>\u2013 Josh Wickstrom, Sharp Business Innovations<\/cite><\/blockquote>\n\n\n\n
SBI augments its education market attack with an arsenal that includes learning management system integration, FERPA-compliant cloud solutions and Chromebooks\/tablets preloaded with teaching aids. Case studies, while valuable, must paint a clear picture of reduced costs, improved outcomes and time savings\/process improvements.<\/p>\n\n\n\n
Wickstrom also sees value in aligning with trusted vendors\/platforms, including Google (education) and Microsoft Azure (health care). Obtaining industry certifications or joint ventures with hospitals\/universities can also yield points of differentiation.<\/p>\n\n\n\n
SBI\u2019s demo and showroom is one effective tool that helps cultivate and build upon vertical-based relationships, but not the only one. \u201cInviting the community to come by and learn about the latest and greatest technological offerings is critical to any dealership\u2019s success,\u201d Wickstrom said. \u201cLunch and learns give us the opportunity to engage with our community. We invite people who aren\u2019t our clients with the goal of meeting new people and learning more about the businesses we don\u2019t serve.\u201d<\/p>\n\n\n\n
Critical Dialog<\/strong><\/p>\n\n\n\n
Even for dealerships that adhere to a general SMB customer strategy, it helps to build out a vertical or three to ensure its largest client sets are receiving an optimal strategy based on experience and knowledge. That\u2019s the case for Doceo of York, Pennsylvania, which counts educational, faith-based and non-profit organizations as its key verticals.<\/p>\n\n\n\n
Jim Haney, Doceo<\/figcaption><\/figure><\/div>\n\n\n\n
Chief Marketing Officer Jim Haney believes the dealer\u2019s strengths lie in its active engagement within each space, continuous research into industry trends and direct, meaningful conversations with leaders and operational teams. This goes a long way in ensuring Doceo can pick up on the nuances, challenges and objectives of each vertical.<\/p>\n\n\n\n
\u201cOur differentiation comes through targeted vertical marketing campaigns and carefully designed packages tailored to each vertical\u2019s unique business needs,\u201d Haney said. \u201cThis approach simplifies the customer experience, maximizes value and delivers measurable business results.\u201d<\/p>\n\n\n\n
Of the three key markets, Haney believes education is the most nuanced and demands the highest level of specialized expertise. The education space is taxed by complex and specific requirements related to security, compliance, budget constraints and technology adoption across diverse environments, including classrooms, administrative offices and remote learning platforms.<\/p>\n\n\n\n
Additionally, we leverage thought leadership blogging, creating content that addresses real-world questions and needs expressed by our customers.<\/p>\u2013 Jim Haney, Doceo<\/cite><\/blockquote>\n\n\n\n
\u201cSuccessfully navigating this landscape requires deep industry knowledge, a thorough understanding of regulatory needs and ongoing engagement with educators and administrative leaders,\u201d he added.<\/p>\n\n\n\n
Doceo expands on its market reach through participation in relevant industry associations, local chamber of commerce meetings, trade shows and conferences. In the past, the dealer hosted lunch-and-learn events, and Haney points out their efforts will include vertical-specific webinars. The lunch and learns tend to pack the most punch, Haney notes, particularly when hosted as small, exclusive gatherings where education, and not sales pitches, is the focus.<\/p>\n\n\n\n
\u201cAdditionally, we leverage thought leadership blogging, creating content that addresses real-world questions and needs expressed by our customers,\u201d he added.<\/p>\n\n\n\n
Haney sees educational webinars, with a broad appeal that crosses vertical lines, as resonating with clients and prospects. The upcoming webinar series will be available on demand as a gated asset that visitors can access by providing basic details (name and contact-type info). It serves two purposes: allowing visitors to consume content on their own schedule while providing Doceo with insight into the topics they find compelling.<\/p>\n\n\n\n
\u201cThis approach expands reach, encourages repeated engagement and ensures valuable content remains accessible well beyond the initial event, he noted. \u201cThat\u2019s exactly why Doceo is launching a comprehensive webinar series beginning this month\u2014a proven best practice I\u2019m excited to bring to the team.\u201d <\/p>\n","protected":false},"excerpt":{"rendered":"
We kick off this month\u2019s State of the Industry report on vertical markets with a quote from Teddy Roosevelt, the 26th president of the United States and perhaps its most swashbuckling chief executive. Teddy\u2019s exploits are that of legend: he climbed the Matterhorn on his honeymoon, continued to be a boxer into his presidency, won a Nobel Peace prize, initiated construction on the Panama Canal and shaped the rules of modern football. But perhaps one of his best-known quotes is borne of empathy, which isn\u2019t what you might expect from an experienced safari hunter, the same man who was shot before a campaign speech and still spoke for 90 minutes. While not quite on par with \u201cSpeak softly and carry a big stick,\u201d the observation \u201cPeople don\u2019t care how much you know until they know how much you care\u201d is pithy and brimming with perspective. It\u2019s a line you\u2019re more apt to hear whispered on the Lifetime channel as opposed to screamed inside a Viking tavern. We\u2019ll dismiss the machismo for now, as the quote carries with it significant business consequences. What\u2019s more, it works well in reverse: \u201cPeople don\u2019t know how much you care until they discover how much you know.\u201d For our purposes, we\u2019ll go with the revised version, as the practice of serving specific market segments is no small consideration. Want to win business? It requires more than superficial knowledge. It entails understanding many of the challenges that confront health care, legal or education, among others. It\u2019s understanding best practices and pitfalls to avoid. It\u2019s having the talk track and the vernacular down cold. It\u2019s knowing key people and having impressive connections. It\u2019s learning about competitive offerings in the market. It\u2019s being able to answer a question before the prospect can finish asking (but we won\u2019t do that; as always, talk less and listen more). We offer a selection of dealers that have developed impressive proficiencies in more markets than one, and they discuss the road traveled in becoming a subject matter expert and trusted advisor. They also provide an overview of the tools and tactics that have provided a significant advantage in their respective markets. Anatomy of Success When a dealer stakes claim to specializing in a large number of verticals\u2014which is the case of KDI Office Technology (KDI) in Aston, Pennsylvania\u2014it takes a fleet of subject matter experts to curry confidence among clients and prospects. For KDI, that calls for expertise in education, health care, legal, government, manufacturing\/distribution and financial services. Staffers include former administrators, compliance specialists and IT professionals, and their combined real-world experiences yield insights into the operational, regulatory and compliance challenges of the industries. Rick Salcedo, president and CEO of KDI, points out his company has built customized service packages, training programs and security protocols to address market demands. The long game is ensuring these firms are positioned for perpetual success. For example, KDI helps health care organizations implement secure document management solutions while also offering specialized training to ensure compliance with HIPAA. Guaranteeing FERPA compliance while streamlining administrative workflows and reducing costs is music to the ears of the education space. \u201cThis comprehensive vertical market approach has allowed us to build long-term, trust-based relationships with our clients,\u201d Salcedo said. \u201cThey see us not just as a vendor but as an extension of their teams, always ready to deliver relevant, compliant and measurable results.\u201d Like most successful vertically driven dealers, Salcedo eschews generic product packages in favor of industry-specific solutions. In addition to adhering to HIPAA standards, KDI helps health care clients streamline patient intake and record-keeping while also supporting hybrid work environments\u2014all with an eye toward security. Education clients appreciate the efficiency offered by user-friendly (and secure) workflows for staff and admin. In the legal realm, archiving for chat, SMS and call activity speaks to retention compliance\u2014setting the stage for problem-free retrieval that meets required standards. KDI also integrates email and SMS communications with voice services, which furnishes additional touchpoints for law firms to communicate with clients and improve operational efficiency. They see us not just as a vendor but as an extension of their teams, always ready to deliver relevant, compliant and measurable results. \u2013 Rick Salcedo, KDI Office Technology According to Salcedo, KDI tailors hardware configurations, software and document workflows to meet the unique needs of verticals. They include scanning solutions that integrate with EMR systems for health care. Optimizing workflows with automated admissions processes provides a clear benefit for education. The common denominator is secure, cloud-based storage for student and patient records. KDI elevates its marketing efforts through vertical campaigns that drill down by industry as well as the personas within them. \u201cWhether it\u2019s an IT director, a compliance officer or an office manager, our messaging speaks directly to their pain points and goals, ensuring our solutions resonate with each individual\u2019s specific needs,\u201d Salcedo stressed. Be it industry associations, local chambers of commerce or vertical-specific conferences, KDI keeps aligned with industry trends and builds relationships within these sectors. Sponsorships and trade shows strategically position the dealer for engagement with decision-makers while showcasing solutions and collecting data on market demands. Employing a consultative approach, Salcedo notes, fosters long-term relationships while casting the dealer as a trusted advisor. Whether its sector-specific webinars, lunch and learns, blogs\/emails or successful case studies, KDI maintains a varied outlet for targeting sectors. \u201cMany of our vendor partners also provide valuable marketing resources that help us stay informed and further tailor our solutions,\u201d Salcedo added. \u201cWe integrate these insights into our overall outreach strategy, ensuring our clients receive the most relevant and innovative solutions.\u201d Divide and Conquer Whether by design or fate, the ownership brain trust at EDGE Business Systems boasts four experienced leaders who have extensive experience in four different market verticals. The team (and fort\u00e9s) consists of Josh Salkin (legal), Rick Duerr (education), Rich Simons (health care) and Cha Holmes (nonprofits). In serving the needs of suburban Atlanta, the collective has more than 100 years of experience under its belt. While most verticals […]<\/p>\n","protected":false},"author":166,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[1641],"tags":[],"_links":{"self":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/65421"}],"collection":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=65421"}],"version-history":[{"count":8,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/65421\/revisions"}],"predecessor-version":[{"id":65582,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/65421\/revisions\/65582"}],"wp:attachment":[{"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=65421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=65421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=65421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
![\"\"](\"https:\/\/www.enxmag.com\/twii\/wp-content\/uploads\/2025\/06\/Rick-Salcedo-KDI.jpg\")
![\"\"](\"https:\/\/www.enxmag.com\/twii\/wp-content\/uploads\/2025\/06\/Rich-Simons-EDGE.jpg\")
![\"\"](\"https:\/\/www.enxmag.com\/twii\/wp-content\/uploads\/2025\/06\/Vince-Miceli-Pulse.jpg\")
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