One of the most common recommendations to large companies attempting to market to
small medium enterprises is for the organization to attack the market in a two prong manner. The first approach is to find a broad product that is applicable and will potentially be purchased across various vertical markets within the sme channel. An example of this may be to sell search engine optimization services or email marketing campaign platform software. These are items that are applicable to a wide number of verticals. The second approach is to find specific products that are only applicable to very specific verticals or companies within a vertical. An example here may be to sell neon signs that will be purchased by retailers or by restaurants within the retails vertical market. The consulting firm will typically recommend that both approaches be taken concurrently.