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.
The Bottom Line
If variable data printing is a business decision for senior executives, it is a business model for your organization. If it requires that your clients do things differently, it requires that your organization does as well. One thing is for sure—it’s not about digital technology. That is not important to the client. What is important to the customer is the business intelligence captured and the metrics. The digital print engine is a means to an end. Success in the VDP market or selling it to senior executives is not accidental. It’s engineered. IPG
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