PIA/GATF Converge Conference — Sell VDP to Decision Makers

LET ME be blunt: The people who buy variable data printing (VDP) are not buying printing. If you try to sell them printing, you will fail. You’ll fail because you have not articulated the productivity and capability of VDP in meeting business objectives in the 21st Century marketplace.

The choice to buy variable data printing is a business decision made by individuals whose jobs entail making critical decisions for their companies. This precludes print buyers, production coordinators, traffic managers, etc. Instead, it includes directors and VPs of marketing, brand and division managers, senior VPs, and even CEOs, CFOs and presidents. If you do not speak the language of business, you will fail. You’ll fail because you demonstrated that you do not understand business issues regarding marketing ROI, cost of customer acquisition/retention, cross-/up-selling, market share and sales volume, to name a few.