Selling to Vito (the Very Important Top Officer)

by Anthony Parinello

Book Overview

Maximize your sales abilities with this easy-to-follow, step-by-step guide to boost your sales career. There has never been a sales book that gives you one-on-one, personal help to catapult your sales... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 1580622240
• ISBN13: 9781580622240
• Release Date: January 1999
• Publisher: Adams Media Corporation
• Length: 249 Pages
• Weight: 0.80 lbs.
• Dimensions: 0.7" x 5.9" x 9.5"

Customer Reviews

Somewhat Dated But Still Invaluable

I read this book when it was first published (1994) and recently re-read the 2nd Edition. As others have already noted, some of the material seems somewhat "dated" but perhaps that is because other books published since the 2nd Edition (1999) have recycled many of Parinello's best strategies and tactics. Also, I suspect the competitive marketplace Parinello surveyed six years ago has changed substantially since, in large measure because of online merchandising, segmented marketing (e.g. to minorities, gays and lesbians, and now seniors), and especially the shift from vertical (hierarchical) to horizontal organizations within which authority as well as responsibility is more widely dispersed. There are far more decision-makers with VITO-like power in each organization now than ever before. In my opinion, Marinello's book is more relevant...hence more valuable. Others have shared their reasons for thinking so highly of the book. Here are mine. First, I appreciate the humor. Consider the names which Marinello selects for various role players which he employs to illustrate stereotypes. Seymour: one who "sees more" and is highly judgmental but never makes perilous decisions, has tunnel vision, no sense of humor, knows the price of everything but the value of nothing, sees only black and white "cats" in the alley, is a self-appointed "protector" of VITO, loves technology, is risk adverse, thin-skinned, and insecure but dangerous when threatened. "Seymours may be tinkerers. `Can we take the top panel off this thing and look inside? (Engineers are often the most influential Seymours in an organization.)" Marinello goes on to suggest, "They will talk facts, features, and functions (the `F-words' beloved by Seymours the world over) all day long, if you let them." When recalling my own rather extensive experience with Seymours, the worst were those who viewed their own VITO as "soft," therefore vulnerable to "charmers" who could sell her or (more often) him anything. After my associates and I made a riveting (and, yes, totally honest) presentation, VITO would respond with enthusiasm and, sometimes, even with lavish praise. Then the dreaded words: "I'm off to [somewhere] to meet with our partners there. Please work out the details with Seymour while I'm gone." It almost never happens. What to do? Read Chapter Six, "The Seymour Problem." Then there's Mr. or Ms. Importanta, Ms. or Mr. Benefito, Will Prosper and his counterpart Will Perish. Marinello skillfully discusses each with humor to make several serious points. Another reason I hold this book is such high regard is Marinello's generous sharing of what is commonly referred to as "street smarts." He has learned valuable lessons in effective salesmanship -- relevant to the entire cultivation/solicitation process -- which can only be learned from first-hand experience when "selling to VITO." For example: "Confusing VITO's personal secretary with the `standard' gatekeeper is a tactical mistake you must

Selling is an unnatural act

One of my former bosses said "Selling is an unnatural act." You have to do things you would normally shy away from, put your ego in your pocket and be exceptionally brave. And calling on decision-makers (VITO's) requires some real guts, and also some special know-how. The problem with most sales trainings is that they say "call on the decision-makers" but neglect to teach you the right way to reach that person. Many large firms now have preferred-vendor programs and limit from whom they will buy; if you aren't on the "A" list, you won't even get in the door. So if you tend to call on the end user or the purchasing manager, you may find you have trouble making sales except to your established customers. Real explosive sales growth comes from developing new customers, and if you sell important services or capital equipment, or even supplies you should be talking to the decision-makers.Important people have rings of handlers, gatekeepers and other systems to protect their time and attention. You might have just the product that will save their company money, streamline their production, solve a pressing problem and be just what they are looking for. But if you don't have the tools to get your message across to the man or woman who can make it happen, they may never find out. Years ago, I had sales training done by a VP of a successful firm. He explained how to contact top decision makers by making yourself be seen as a mutually beneficial business partner. For example, the book explains how to write a value proposition in a letter that explains how you can provide mutual benefits, without trying to get an in-person sales call. It also explains how to deal with the gatekeepers--they've heard it all, seen it all, so you'd better be treating the VITO's admin assistant as if he or she were the top officer themselves. And it gives important info on using the phone--phone skills can be more effective than sales calls. This book is a tremendous resource for training people to break out of their habits and reach the customer who can really make things happen.

TOP SALES STYLE

I read Selling to VITO. It is the best book I have read as a 25 year experienced sales person and sales manager. The recommendations WORK. I was a top sales performer for our company using VITO as my guide. All people in our team who read Vito ended there year at least 300% of plan. For anyone that trully wants to over achieve and view sales as a profession this is a MUST read. I read the entire book in one day. Could not put it down. The approach works for small companies and big. I work for a $80B Technology company and I find that Parinello's advice is applicable for both big companies and small.

Kicking in the front door to higher sales

Everyone talks about how to sell to the customer once your in the door and have an established relationship with the account. Anyone who's gone through Solution Selling, SPIN, etc., understands the need to listen to the customer and direct him/her to your solution. The unanswered question remains - how do you get in front of the right person to begin with. What if you've never called on the account before and have no relationship. Selling to VITO will give you a workable blueprint for effectively getting to the right person. I've tried it and I like the structured approach. It also offers great advise on how to avoid spending much time with SEMORE, the guy who will suck up your time with never ending requests for information but unable to actually buy your product. While your "hit" rate will depend on how closely aligned your product is to who you think VITO is in your suspect organization, with "Selling to Vito" you will be better armed to get in the door and stay there. - SM

A New Addition to My Top Three Sales Books

I read lots of books on selling. I've read some great books by people who've never sold anything and lousy books by great salesmen, but this is the first great book I've read by a great salesman. Selling to VITO is the first sales book that I need to carry with me to use for reference. Most sales books provide lots of theoretical knowledge that the reader can HOPEFULLY apply to real selling situations. Parinello delivers a book with REAL things to say and things to write. He tells you what to do and what order to do it in. In order to apply the material in this book, you will need to understand how to translate his examples into your selling situation. Tony helps you with this by giving you a mental process to work through the translation. There's no fluff here. If you are serious about corporate sales, don't miss this book. It won't be easy to follow the instructions within, but if you do, the results will be profitable.