DIGITAL digest

"Eight-five percent of VITOs in America used to be salespeople, so they love salespeople and love to be sold," Parinello pointed out. He also counseled the audience to ask customers for referrals. "Every one of your existing customers knows every one of your existing prospects," he said.

Other speakers emphasized the importance of selling digital printing to specific vertical markets. Tackle specific industries and then develop custom solutions for them. As for which ones to target, presenter Don McKenzie, of the Winterberry Group, indicated that the automotive, insurance, b-to-b, lodging and pharmaceutical industries seem to be very VDP-friendly.