PIA/GATF Converge Conference — Sell VDP to Decision Makers

Finally, if you’re selling VDP, you are a “change agent.” Managing the process and personalities within a corporate culture is a skill that requires tact and insight.

Let’s look at these several inputs into selling variable data printing at the executive level in more detail.

Insight = Solution

A VDP solution that doesn’t reflect the particular business issues (who, what, when and how) of the targeted vertical is compromised. In the offset market, you’re selling print manufacturing expertise. Processing detailed knowledge about your client’s business segment isn’t a requirement. Not so in the VDP world. Do not approach these opportunities unprepared; your audience will not tolerate it. Take the time to research the industry, read its publications, and even attend industry conferences and trade shows, if that’s what it takes and the opportunity is substantial.