Sell VDP to Decision Makers

I can assure you that these executives don’t stay awake at night bemoaning that the grain ran the wrong way on the last print job or that the dot gain was a little heavy. They stay up at night troubled that they are spending too much money on marketing with too little return, or that they have too much customer churn, or that sales are falling. The number one job when selling variable data printing is to convince executives that the technology and tactics of VDP are more productive in addressing these issues. Getting to these executives, however, is no easy task and half-hearted attempts will not succeed.