Selling To VITO (The Very Important Top Officer) | Anthony Parinello

Summary of: Selling To VITO (The Very Important Top Officer)
By: Anthony Parinello


Dive into the world of top-level executive selling through ‘Selling to VITO (The Very Important Top Officer)’. This book summary will guide you on how to shift your mindset and position yourself as a business equal to engage with high-level decision makers, known as VITOs. Gain insights on identifying who VITOs are within organizations, learn the importance of understanding the Influence and Authority Network, and discover how to communicate effectively with VITOs and their associates. Become proficient in crafting impactful letters, following up with well-executed phone calls, and preparing for successful meetings.

Selling to the Top

To succeed in selling to the top executive of an organization, also known as VITO (Very Important Top Officer), you must position yourself as a business equal and understand what motivates them. A VITO is not always the CEO, but rather an executive with influence in decision-making. There are four groups that make up a company’s “Influence and Authority Network,” with VITOs being at the top, followed by managers and directors, intellects or technical specialists, and finally consumers or internal product end-users. To reach VITOs, focus on benefits, while managers and directors focus on advantages, and intellects or Seymours focus on features. Consumers are not part of the decision-making process and are interested in functions.

Reaching VITO: A Guide

If you want to reach VITO, you must be thoroughly prepared and present yourself as someone of equal stature. VITO is not interested in the micro-picture but is interested in increasing market share and delivering profits. You need to acquaint yourself with VITO’s industry and its challenges, as well as VITO’s own preoccupations for staying on top of the game. Knowing intimate details about VITO’s company is not as crucial as having a working knowledge of VITO’s industry. Craft a powerful letter that contains specific, verifiable information that communicates benefits. To make your letter stand out, send it on plain white paper, in a plain white envelope, with a regular stamp.

Mastering the Follow-Up Phone Call

Learn how to make a powerful first impression on VITO during business development calls, and foster credibility by providing value, aligning with his vision and goals, and meeting his expectations.

After delivering a compelling sales letter, your follow-up phone call must pack a punch and establish a powerful first impression with your potential customer, VITO. The idea is to engage him in a conversation and make it clear that he’s in control. By following certain steps, you can provoke an interruption from him, indicating your equal stature. To begin with, address him by his full name or by his title as a means of showing appropriate respect. Although you may not know his entire schedule, show awareness that his time is valuable and make an immediate and well-crafted transition to the subject matter. Deliver a version of your sales letter and reinforce the distinctive points of your offering.

As the conversation unfolds, it’s essential to steer the discussion towards VITO’s perspective, vision, and aspirations for his company within a given timeframe. Ask what he’s looking for in potential partnerships with suppliers, which will help you cater your offering and identify possible synergies. You can also discuss the standards you need to meet to obtain his business, which will reinforce his perception that you are offering valuable solutions that align with his goals.

Keep in mind that the fastest way to build credibility is by demonstrating that you’re willing to go the extra mile to fulfill your promises. By fostering engagement, demonstrating understanding of his needs, and focusing on a mutually beneficial conversation, you can establish a strong foundation for a potential partnership with VITO’s company.

Getting Your Foot in the Door: A Guide to Reaching VITO

Are you struggling to reach VITO, the all-important decision-maker in your target company? Don’t give up just yet. This book excerpt offers a step-by-step guide to getting past VITO’s gatekeepers and making a compelling pitch. The author advises calling VITO’s assistant first, using your rehearsed opening statement to pique their interest. If that fails, leave a well-crafted voice-mail message that showcases your unique value proposition. If you still can’t reach VITO, send a fax or express concerned humor in your subsequent message. If you’re already stuck in a “Seymour sand trap,” the author suggests using a “pigeonhole recovery letter” to enlist a senior player in your company to get the ball rolling. Above all, strive to leave the door open for a return visit. With patience, persistence, and resourcefulness, you can overcome the roadblocks and win the favor of VITO.

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