Effortless, a technology and network security provider and one of MicroCorp’s provider partners, has made a name for itself in the medical, legal, and construction markets. Over the years, it has found success by staying niche. I caught up with Ben Gayheart, founder of Effortless, to talk more about why and how the company stays focused on those industries, and what benefits partners can experience from narrowing in on a couple of markets instead of trying to sell to every industry.
Phil Keenan: How does Effortless approach specific verticals to stay experts (and maintain success) in those fields?
Ben Gayheart: Our verticals are medical, legal, and construction. In the medical field, compliance is a big deal, so we stay current on HIPAA regulations and third party applications. For legal, we stay relevant on legal packages that are used by lawyers– specifically on how they operate working remotely from courtrooms. And we’ve been in the construction space a long time, so we understand the applications. We can do information-assisted selling because of our expertise.
Keenan: What are the benefits to focusing on specific verticals?
Gayheart: The markets are large spaces, so there are a lot of clients out there. And we are able to get a focused understanding of business processes in these areas.
I love business, business processes, and making business more efficient. Technology is an enabler — it’s your most important tool. But I don’t focus on the latest and greatest technology. I look at what technology can benefit a business to allow them to be more profitable. Staying in these three markets helps us focus on bringing the right technologies to businesses to make them the most successful.
Keenan: How should partners find their niches to specialize in verticals or other specific areas?
Gayheart: Focus on what problems people in those industries need to solve. For example, in the medical industry, compliance is a big buzzword. Most doctors are actually in the business of risk management. They need to stay compliant, but they don’t have time to focus on what that takes because they’re busy with patient care and a host of other things. What we do is allow them to check that box off their to do list, and for many, that is a huge deal. We close medical sales because we understand compliance. They feel comfortable with us because we enable them to do what it is they do best.
Keenan: Since you’ve always been cloud-only, what are some of the recent changes you’ve seen in cloud that are meaningful for partners?
Gayheart: We come from the MSP space, and ended up in the cloud. We were doing cloud before it was called cloud. We’ve always understood the value of using cloud technologies for lowering administrative costs, increasing flexibility, and enabling business.
But right now, the focus is on cybersecurity and disaster recovery. We are working with partners who understand those components, and that technologies need to have cybersecurity wrapped around them these days.
To learn more about how to make a name for yourself in niche markets, contact MicroCorp today.