@Jude Doocey yes surrr! get it!

I do the research on a niche or vertical and then attack that vertical based on the research. That way you know their language and numbers. So even if you serve several niches, you want to understand each niche. I always understand the niche first then when you have the meeting with someone in that niche you research them for a 15 or so minutes before hand. Understanding the niche takes more in depth research. If you are always talking to the same niche then you'll pick up on things specific to them the more you speak with them. For instance, when I went after chiropractors (I helped build patitenacquistion.ai and closed a bunch of those chiros) - I did all of my research and then through emailing and texting them I started picking up they always talked in NP's (new patients) so then I was able to add NP's into my sales messaging. The research skill will fan out the sub agents and look for numbers, margins, pains, complaints, the amount in the niche, the lower median and upper income vs employee sizes and the pains of each etc.