SPECIAL REPORT VARIABLE DATA PRINTING -- Do You Know VITO?

"I speak about the precise tactics necessary to initiate your sales process with the approver of your sale—which is not the decision maker—it's the VITO," Parinello explains.

What Parinello teaches is that there is a major difference between the approver and the decision maker. According to Parinello, the print buyer is not the decision maker or the approver. They are the recommender or influencer. The print buyer only makes a recommendation or gives an opinion to the decision maker who then must get VITO's approval.