Many large clients have discovered the value in VDP, but printers often have trouble marketing this service to smaller businesses. However, by learning how to overturn some of the most common objections, they may be able to convince their clients that VDP is for them. GATFWorld magazine lists a few common client concerns, and some suggestions for reassuring them.

The point here is to make clear how VDP increases the relevance and marketing appeal of a document by personalizing text, graphics, numbers and images. Many studies show high response rates for this type of a marketing campaign.

The size of a company is irrelevant. The real issue is about revisiting a client’s current marketing approach, and measuring their success rate. Is it productive? Is it getting a high ROI? 

Whatever the state of a client’s database, they do have some data, even if it’s just names and addresses. It’s important for a printer to show a potential client how VDP can help to build this database. This is a perfect opportunity for them to improve the accuracy of their data, whatever its initial state. 

This is simple, just think about the total ROI. A client knows their audience, and a printer can help them think about the applications that would work for VDP. It’s important to keep in mind that not all the materials work perfectly with VDP, however. 

Printers should know how their organization handles these issues off the top of their head. If not, the client has reason to be skeptical, and the printer risks more than just looking bad, they may be open to litigation should the worst happen.

It is important that both printers and their clients keep their focus on their benchmarks. Know your audience; take some time to figure out weather VDP works for your purpose.

Do you have any doubts or questions about VDP? Post a comment or question here!