MARKETING DIGITAL SERVICES--Selling One-to-one

At first, Edgar was stonewalled by his sales force when Corporate Direct went digital. "I couldn't get some of the regular salespeople to sell it because they didn't see the value in it," he recalls. "They still wanted to sell the 30,000, four-color runs and so on. Now that they're starting to see some of the value of this type of work, though, they're becoming more interested."