Saltar a contenido principalHaga clic para ver nuestra Declaración de accesibilidad o contáctenos si tiene preguntas relacionadas con la accesibilidad.
strategies for selling variable data

Four Strategies to Selling Variable Data Print Effectively

By Matthew Parker

Choosing the right route can be difficult

Imagine you’re in a car, trying to get to an important appointment on time.

You’ve got a choice to make. Do you take the expressway, knowing that it’s a much more roundabout way of getting there? Or do you take the most direct route and risk getting bogged down on back roads?

The clock is ticking. You need to get to this appointment. What’s your decision?

It’s time to take a different route to selling variable data printing

There are many different ways to sell VDP services to a client. But the most effective typically isn’t the traditional, direct approach to print sales that you’re familiar with.

So what route should you take? How about the one that’s more likely to create a better partnership with new customers? The one that will give you more control over prospects’ decision-making? And in the end, the one that will help both you and your customers achieve what you want from a variable data campaign?

Here are four strategies that will help you find your way:

1. Choose the right contact

Traditional print specifiers and buyers are often not the best people to approach for this type of work. They are very focused on the mechanics of print. Sometimes they are not always open to doing things in a new way. And they are usually very price conscious.

Generally, the marketing team will be most receptive to hearing about VDP, with senior financial management coming in a close second.

Why? These are the people that put return on investment before anything else—something VDP excels at.

2. Focus on the results, not the process

Once you’ve chosen the right contact, you need to make your pitch. That means picking the right point of interest.

For this audience, that point of interest will always be results. Marketing and financial management people are very results-driven. And they’ll be more focused on whether or not an outcome is worth achieving rather than the cost of getting there.

Let them know how you can help them achieve their goals more effectively.

3. Use case studies

Your prospects are always going to want proof that you can do what you say you can. Case studies are how you give it to them. Case studies in your prospect’s marketing sector will be especially effective.

4. Keep your pitch simple

Marketing people aren’t interested in how your technology works. They don’t want software demos and they won’t understand highly technical language. So keep your pitch straightforward. Give them the bullet points about how VDP works, why it’s so effective, how they’ll benefit and how it can help them achieve their growth goals.

If you want to keep your prospects engaged, you need to speak their language. And that language is simple, benefits-driven and to the point.

The better route to selling VDP

  1. Choose the right contact

  2. Focus on the results, not the process

  3. Use case studies

  4. Keep your pitch simple

While it may be a little new and unfamiliar, this is a fairly smooth route to selling VDP. And now that your sales map is clear, you just need to follow it in your next sales meeting!

Artículos relacionados

  • Two employees at Rapidity review print samples from their Xerox Iridesse Production Press

    La imprenta de Reino Unido realiza proyectos de alto valor a la vez que reduce el impacto medioambiental

    Rapidity aumenta la eficiencia y la versatilidad con las prensas de producción Xerox® Iridesse®.

  • Interconnected colorful dots representing a diagram of an atom

    Spectrum Print Plus: El negocio del color, los clientes y el compromiso

    "Después de meses de rigurosa evaluación, la obvia ganadora estaba delante de todos nosotros: fue la prensa de producción Iridesse!"

  • Iridesse print samples

    Xerox Iridesse Virtual Designer Training

    Add popular digital Beyond CMYK embellishments to your projects when using the Xerox Iridesse Press.

  • Iridesse print samples

    Virtual Designer Training: Xerox Adaptive CMYK+ Kit

    Use popular digital embellishment techniques in your designs with adaptive CMYK+ kits on the Xerox Versant and Xerox PrimeLink Production Press

  • Iridesse Calendars

    Xerox® Iridesse® Presses: Empowering Clients with On-Demand Printing

    See how Xerox® Iridesse® Presses helped a client meet complex client needs with on-demand printing, exact quantities, and specialty embellishments, all while maintaining high standards.

  • production print documents

    Solving Print's Pain Points

    Explore the latest trends and solutions in print operations with Printweek’s special supplement, sponsored by Xerox. Gain insights into digital transformation, efficiency, and sustainability for your print business.