The evolution from print service provider to marketing service provider is a subject that has received a great deal of discussion. The question for print providers seems to be, why do I need VDP?

We recently heard from Computer Creations of Dallas, Texas telling us what VDP has done for their business.

“Tom, FYI… I’m now averaging at least two new VDP jobs a week with PSL Page Builder. The business is really growing”.

This exciting news was delivered to us by Nancy Crandall only a few months after acquiring PSL Page Builder Plus, a variable data solution. Nancy had previously told us that after just 45 days of running PSL Page Builder she’d produced eight new jobs and stated, “I’m opening new doors with my clients. It’s a win, win for us and our clients”. She is continuing to add new business and grow.

So we had to ask. “Nancy, what’s your secret?”

Mindset”.

“Mindset? OK, you’ve piqued our curiosity. Tell us more”.

“When discussing each and every job think about how it might be done better with VDP. Open your mind and your customer’s mind. Think about the possibilities VDP can deliver. Understand that for the most part, customer haven’t a clue what VDP can do for them. Educate your customers to all the wonderful things you can do to bring value to your work”.

“Can you give us a few examples?”

“Think how a job can be produced better using VDP. Automate processes with VDP to save time and reduce the possibility of errors. Simple versioning comes to mind. I recently ran four versions of a letter that I had previously done on offset. I produced them cheaper, better and faster using VDP and digital print. And, by outputting in zip sorted order I saved on postage”.

“Using VDP to personalize materials need not be a long complicated process. Personalization can be as simple as offers by state, city or varying colors by gender. Of course, the more complex a project the better for me as the client has to rely more on my expertise.”

“So adding two net new projects a week is great but how much did that effort cost you?”

Zip, zero, zilch, nada. We simply discuss VDP with every prospect and client we have. Educate them how we will provide them greater value through production economies and/or through personalization”.

It would seem that if indeed you do build it, they will come.

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