Variable Data (Part 2) The Revolution

Look at how much floor space is taken up storing printed material and ask how much they throw away annually. The answer may make them realize more money is being wasted than they thought. Refigure the cost per piece for your customers based on obsolete material waste. Then offer VDP solutions.

One great suggestion is to lay all of your customer's printed marketing pieces out on a table and review the potential for print on demand and VDP for each one. It helps to have a digital specialist on staff to assist on these sales calls. Once you've got your customer's attention, a personalized "Dog and Pony Show" (see sidebar on previous page) can best demonstrate your capabilities.