Is Variable Data Printing Right for You?

4. Commercial print salespeople don’t know how to sell variable applications. There are different customer and value propositions for VDP and personalized direct mail applications. The real customer has a business need and controls the budget dollars for satisfying it. Commercial print salespeople spend most of their time nurturing relationships with print buyers who may not be aware of the larger needs of their company and the relative benefits of new applications. Training and support is necessary to make the transition from selling print to selling value and solving business problems.