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

"My gig is to help salespeople get away from the print buyer," Parinello declares. "You are wasting time with these people. And you are wasting time with the decision maker until you get to the approver and find out if they will do business with you."

So Parinello suggests picking up the phone or meeting with the president, CEO or owner of every company in your territory with which you want to do business. He explains how to do that in an appropriate way, admitting that it is a difficult—but not impossible—task.