PIA/GATF Converge Conference — Sell VDP to Decision Makers

The second element is a strategy for gaining access. This is number two because, without the preparation of the first, gaining access is irrelevant. You’ll lack sufficient credibility to this audience, which is the kiss of death for the sale. I would also counsel taking sufficient preparatory time.

While the business issues previously mentioned apply to many industry categories, how they are solved and their importance varies from vertical to vertical. A good rule of thumb in determining a specific VDP application to a particular vertical’s challenges is to look at their customers. Know who their clients are, their demographic profiles, current marketing channels and strategies. Being knowledgeable in these areas allows you to convey how VDP can enhance or improve the productivity of their marketing. It demonstrates that you understand their vertical and their business, in particular.