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.
Friend or Foe?
Because VDP is a business decision and a complex product, it engages more departments in a given company in comparison to offset. If it is an existing customer, it means having to go higher up the corporate ladder than a print buyer or production coordinator, etc. Obviously, the key question is how to do that without alienating them. This requires a corporate response on your part rather than a sales technique.
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