PIA/GATF Converge Conference — Sell VDP to Decision Makers
The second element is a strategy for gaining access. This is number two because, without the preparation of the first, gaining access is irrelevant. You’ll lack sufficient credibility to this audience, which is the kiss of death for the sale. I would also counsel taking sufficient preparatory time.
While the business issues previously mentioned apply to many industry categories, how they are solved and their importance varies from vertical to vertical. A good rule of thumb in determining a specific VDP application to a particular vertical’s challenges is to look at their customers. Know who their clients are, their demographic profiles, current marketing channels and strategies. Being knowledgeable in these areas allows you to convey how VDP can enhance or improve the productivity of their marketing. It demonstrates that you understand their vertical and their business, in particular.
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.
Finally, if you’re selling VDP, you are a “change agent.” Managing the process and personalities within a corporate culture is a skill that requires tact and insight.
Let’s look at these several inputs into selling variable data printing at the executive level in more detail.
Insight = Solution
A VDP solution that doesn’t reflect the particular business issues (who, what, when and how) of the targeted vertical is compromised. In the offset market, you’re selling print manufacturing expertise. Processing detailed knowledge about your client’s business segment isn’t a requirement. Not so in the VDP world. Do not approach these opportunities unprepared; your audience will not tolerate it. Take the time to research the industry, read its publications, and even attend industry conferences and trade shows, if that’s what it takes and the opportunity is substantial.
