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

"So, when you meet VITO, don't hide the fact that you're a salesperson," he suggests.

In his session, Parinello will teach salespeople to show up on a VITO's doorstep being themselves.

"But you don't show up on a print buyer's doorstep being yourself because, if you did, they would call you a slimeball sales rep and kick you out the door," he says with a laugh. "So our job as VITO sellers is to get to VITO and articulate to that person—in a way they can understand—ideas that will help them to over achieve one or more of their strategic initiatives."