DIGITAL digest

Anderson further recommended that printers propose doing a test with variable data prospects and kick in some press time or other services as an inducement. “Also, look for other measurable goals that can show value, not just a lift in response rate,” he advised.

The industry as a whole has tended to make a fundamental error in its approach to training salespeople to sell digital services, asserted David Tashji, a partner with the Winters Group sales consultancy in Westford, MA, during a session dedicated to the topic. “People learn by doing,” he observed.