Sell VDP to Decision Makers
To sell variable data printing you must convince executives--not print buyers--that VDP will improve marketing results. To do that you must speak the language of business.
Be sensitive to their workloads and areas of responsibility; do not make too many demands on them. Make certain they understand how your solution won’t create more work for IT and that it will provide marketing with useful information and metrics, etc. Keep in mind that if the ultimate decision is a commitment to proceed, that person will overrule departmental objections. Anticipate and develop a plan to deal with these various constituencies. The deeper strategic goal is to embed your operation into their infrastructure and to develop advocates and allies. Your ability in navigating their corporate culture also sends a signal to the ultimate decision maker that project management will not be an issue.
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