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.
Also, mitigate the risk and devise tests to validate VDP that do not require substantial expenditures or place inordinate requests on their internal staff. Keep in mind that you are recommending that they market differently, which has the potential to upset a lot of apple carts, so it is important to accrue some leverage in the form of successful tests and/or small projects.
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