Summary of Selling to VITO, the Very Important Top Officer

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Selling to VITO, the Very Important Top Officer book summary


8 Overall

10 Applicability

8 Innovation

7 Style


Are your sales in a slump? Chances are you're selling to the wrong people. In this A-to-Z primer, Anthony Parinello explains how to get your foot in the executive suite. To be successful in sales, he says, go right to the top. Although well organized, the content at times reads like a stream-of-consciousness speech. Many of the "secrets" Parinello reveals are plain common sense - it's hard to believe that anybody in sales wouldn't know them. His advice about using the Web for research is dated (when was the last time anybody used the term "information superhighway"?), but the principles he outlines are timeless and make this a great read which recommends to performance-oriented sales people and sales managers. Overall, this inspirational, motivational account should fire up sales people and help them see the forest, not just the trees.

In this summary, you will learn

  • How to approach VITO by letter and phone;
  • The key points to remember once you secure a meeting with VITO; and
  • How to reach out to your current customers' VITOs without antagonizing your lower-level contacts.

About the Author

Anthony Parinello is a sales trainer and frequent public speaker. He and his wife, Nancy, live in California and travel extensively. He is also the author of The Power of Will: Key Strategies to Unlock Your Inner Strengths and Enjoy Success in All Aspects of Life and The Complete Idiot's Guide to Dynamic Selling.



Starting at the Top
If you've been selling for any length of time, you know that the top executive in any organization doesn't deal with salespeople. You're right, of course, but don't let that stop you. You can make the top executive your sales target and, if you play your cards right...

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