This show paints the picture in getting to VITO.  You informed VITO that you’d be calling at a specific day, date, and time;  when you wrote the VITO Letter in the Action P.S.  Tony takes you down the road as to what you can expect when you pick up that 3,000lbs phone.

We sent 2,400 letters…

We’ll take those magical 30 words we put together last week  Click Here  and send it to every VITO in your sales territory that is ‘pre-disposed’ to buy from you!

Before you start thinking (or saying out loud), “Tony, I don’t send letters—they’re a waste of time.”,  answer these two very important questions:

First, what would happen if you could get every qualified VITO in your sales territory that’s pre-disposed’ to buy from you to read something that told them exactly how you could help them over-achieve their goals, plans, and objectives for this year?

Second, what would happen if, after each one of those VITOs read your letter, his or her phone rang, and you were on the other end of the line?

I’ll tell you what would happen, you would be on your way to earning a zip code in Sales Heaven!

If you haven’t yet read last week’s Blog Post,

CLICK HERE

If you’re not sure on how to find every VITO in your sales territory that’s ‘pre-disposed’ to buy from you,

CLICK HERE

Why send VITO a Correspondence? Because VITOs are readers. On average, they read twenty books a year. Of these, sixteen are professionally related and four are for fun and entertainment. In addition, they typically read the daily newspaper (this could be the Wall Street Journal or another, local, business journal), and an untold number of newsletters, internal memos, blogs, and whatever else suits their fancy. Are there non-paper-based variations you can use? Yes. But learn how to write the letter first.

The next thing to remember is: Keep it short.  There’s a reason for that. Less is always more when you’re selling to VITO, and that definitely applies to your VITO  correspondence.

Your VITO Correspondence Must:

1. Use short sentences
2. Use short paragraphs
3. Be only one page with lots of white space
4. Use common language, simple words and phrases
5. Have no words/phrases or terminology that are unfamiliar to VITO

Each and every part of this correspondence must stand on its own. Each and every part of this correspondence must tie into something VITO loves to do.

For instance:

• VITOs love to give orders and take action. Therefore, VITO must be able to forward this correspondence to one of the Decision Makers they hold personally responsible for accomplishing whatever it is that you can help VITO, Inc. overachieve.
• VITOs depend upon their Personal Assistants. Therefore, VITO must get a recommendation from the Personal Assistant about this correspondence—or the Personal Assistant must get the letter on to VITO’s radar screen. If there were ever a tightly knit team, it’s this one! This correspondence will address VITO’s relationship with his or her assistant in a very special and appropriate way.
• VITO has a unique mindset and unique methods. Therefore, this correspondence must align with everything we have learned about VITO thus far about what VITO likes to do and how VITO likes to do it!

Your assignment, if you choose to accept it is to look at the correspondence you’ve been sending your Decision Maker prospects and see if you’re in compliance with the rules listed above!

Next we’ll start to put all the pieces of your VITO Correspondence together!

IF YOU WANT ME TO WRITE YOUR VITO CORRESPONDENCE FOR YOU

JUST CLICK HERE AND JOIN CLUB VITO!

The show today covered the Fear of Unknown Success.  Steve talks to us about creating a new relationship with fear and examining your motive.   They teach us how to walk through this process step-by-step.  Having both Tony Parinello and Steve Dailey deliver insights is powerful!   Wanna learn from the masters?  Club VITO Members, log in to access the archive.

Here’s a thin-slice of what I know:

If You Want VITO to read any written correspondence, you’ll need to get your point across in the first thirty words or less. You must put more effort, care, and attention into those thirty words than most salespeople put into their entire correspondence. Trust me, the effort will be well worth it.

If You Want VITO to ‘lean into’ your phone all…you must break preoccupation and snag VITO’s attention within roughly the first twelve words of the conversation.

If You Want VITO to attend any type of presentation…you will only have three slides to show to VITO. You will only put a maximum of ten words on each slide. You will talk for no more than thirty seconds on each slide. 

If You Want VITO to remember your message for more than about ninety seconds, regardless of the medium you use to deliver that message … then you will concisely cover these four topics, near and dear to VITO’s heart, in this order:

FIRST:           Revenue generation

SECOND:      Effectiveness and efficiencies of all operations

THIRD:          Cost reduction without compromising quality

FOURTH:      Compliance with government and industry requirements

Do they look familiar? They should, if you’ve been reading my weekly VITO Newsletters I shared them with you several weeks ago. These are the four desired outcomes VITO is always interested in generating.

You now have four new windows of time to work with. They may seem impossible to you. I assure you that they’re not. Why? Because, I’ve personally taught over 2.5 million salespeople and the majority of the F-1000 how to do it, and I CAN TEACH YOU!

TAKE THE VITO TEST NOW

I will take your organization’s ads, marketing, PR, and sales pitches (that you’ve made over the past year), and pull from all that stuff only what is important to VITO. I will then translate that into the language of VITO, and then put everything in one easy-to-read, direct, and to-the-point page! Then we will send that page directly to every VITO in your sales territory who would be predisposed to buy your products, services, and solutions. And what if, having done all that, you then picked up the phone and called VITO? The result would be a one-way ticket to Sales Heaven. Oh, by the way…I’ll be with you the entire way to answer your questions and role-play with you through your entire first conversation with VITO!

 Wanna Get Started?

Great! Track down the following stuff right now:

1. The most recent ads your organization has been running. Don’t forget online pop-ups, banner ads, direct mail, and trade journal ads.
2. The most recent marketing intelligence your company has put together, including but not limited to, research, surveys, competitive analysis, marketplace and industry information for the products, services and solutions you sell.
3. The most recent press releases from your organization. (Go back at least six months if possible.)
4. The most recent press releases from the ten companies you would most like to sell to right now. (Again, go back at least six months if possible.)

IMPORTANT NOTE: if you’re having a hard time with this one, take the time to review this quick, fun and easy e-lesson

Here comes the fun part.

Just to set your expectations — what you’re about to do will take you about thirty minutes. It will be time very well spent! When you’re done, you will have the launching platform necessary to create the approach that will allow you to sell to VITO.

Step One of Four-

If you’ve been a regular reader of my weekly VITO Newsletters, you’ll recall that I outlined the four results that VITO is eager to overachieve. These four desired outcomes are common to virtually all VITOs.

Here they are again:

1.  Increasing revenues and exceeding the projected revenue plan

2.  Increasing efficiencies and effectiveness of:

• Revenue-generating employees
• Mission-critical employees
• Mission-critical processes
• Workflow and related operations
• Procurement
• Capital resources and services

3.  Cutting and or containing costs and moving away from unpredictable expenses to accurate and forecasted budgets.

4.   Staying in compliance and operating well within corporate culture and any state and or federal agency and governmental regulations

Now, pull out a yellow highlighter. Take your company’s ads, marketing materials, and press releases and highlight the words, phrases, graphs, charts, and anything else that directly relates to the four results listed above.

Step Two of Four-  Don’t skip over this step!

Pull out a red pen. Take out the press releases of each of the companies you would like to turn into customers that are a) in your territory and b) in your target niche (in other words, and that conform to the T.I.P. e-lesson referenced above). Use your red pen to circle or underline the words, phrases, graphs, charts, and captions that relate in any way to the VITO outcomes listed above in Step One.

What did you find out?

Here’s my guess: You have several areas in red that directly overlap with the stuff you highlighted in yellow, stuff that your company can do!

Step Three of Four- Whatever you do, don’t skip this!

This step, too, is absolutely essential. We’re going find out how what you’ve already been delivering to your existing customers can be quantified into one of two important

value categories.

Right Click Here Open link in new tab/window

Step Four of Four-  Click Here to register for Club VITO and I will immediately:

1.      Critique your good work from Step Three and send it back to you

2.      Create a VITO Correspondence for you that will get up to a 85% letter-to-conversation ratio (WITH VITO)

3.      Help you create your telephone Opening Statement to VITO … AND Role Play it with you LIVE until you’re ready to make your VITO calls!

4.      Answer any and all questions you have LIVE

5.      Coach, mentor and hold your hand for as long as you need me to!!!!

REGISTER NOW FOR CLUB VITO!

Jeffrey Hayzlett on the

Club VITO Show!

During this Club VITO Show, Tony interviewed Jeffrey Hayzlett author of Running the Gauntlet and The Mirror Test.   Change your ATTITUDE. Change your BUSINESS. Change your FUTURE.    What’s stopping you from making the changes your business needs to thrive? The most dangerous move in business is the failure to make a move at all. The history of business is filled with companies that are no more because their leaders refused to enact change when the writing was on the wall. Fear. Apathy. Lack of personal responsibility. These simple human flaws can turn a good company into a dead company.  Log in to learn more and to be entertained!

Jeffrey Hayzlett on the

Club VITO Show!

You are invited to listen to the interview I hosted during the April 25th Club VITO Show.  Club VITO is an online sales training program that teaches sales professionals how to sell to presidents, owners and ‘C’ Suite executives. My name is Tony Parinello, author and creator of Selling to VITO. VITO stands for Very Important Top Officer — the person with the ultimate veto power.  Every month we have a guest on our show. I interviewed Jeffrey Hayzlett author of Running the Gauntlet and The Mirror Test.   Change your ATTITUDE. Change your BUSINESS. Change your FUTURE.    What’s stopping you from making the changes your business needs to thrive? The most dangerous move in business is the failure to make a move at all. The history of business is filled with companies that are no more because their leaders refused to enact change when the writing was on the wall. Fear. Apathy. Lack of personal responsibility. These simple human flaws can turn a good company into a dead company.

______________________________________

Recorded from LIVE Club VITO Show

Each segment is 15 minutes.  Be inspired!

Segment   One

Segment   Two

Segment Three

Segment   Four

______________________________________

 This interview was powered by:

Tony Parinello                     Jeffrey Hayzlett

Think of what follows as a short but very important course in how not to communicate with VITO. Forget about any script you may want to memorize. Memorize this instead!

Committing any one of the following blunders is likely to result in:

1. A breakdown in communication. VITO stops returning calls, cancels scheduled meetings, or takes his or her sweet time in responding to requests (as in never).
2. A breach in building business rapport. This means bringing up objections that are insurmountable and unanswerable late in the sales cycle…or maybe even not bringing them up at all. Ouch!
3. A loss or breaking of trust. This means doubting what the salesperson (a/k/a You) has presented and or promised, suspected, or predicted.
4. A loss of the sale. This means you think you are doing much better than you actually are, and you get blindsided by the loss of the opportunity in the bottom of the ninth inning. Of course, it’s after you’ve forecasted the sale for weeks and perhaps months! Another Ouch!

To avoid any of those nasty outcomes, you will take a solemn vow, here and now, to avoid all of the following mistakes in all of the communications you will initiate with VITO.

Mistake 1: Not Focusing on Benefits

Focusing on benefits means speaking what I call the “language of VITO.”

A benefit is an anticipated end result that brings VITO measurably closer to attaining some specific part of his or her vision or end game. The moment you stop communicating about benefits, you will lose VITO’s attention and the sale.

Ask Yourself:

Will what you’re offering increase the shareholder value at VITO, Inc. by one or more of the following critically important VITO results?

• Make VITO money
• Improve efficiency
• Save VITO money and/or contain costs
• Establish and/or keep VITO in compliance

When you stop to think about it, you will quickly realize why it’s so important to speak ‘the language of VITO’ to VITO! VITO has to deal with a lot of challenges on the average day; obstacles to the growth of VITO, Inc., labor issues, compliance, mergers and acquisitions, market challenges, and fiscal responsibilities, to name just a few. You want to focus, first and foremost, on the benefit(s) of your products, service, and solutions, and how they will help VITO overachieve goals, plans, and objectives for the near term and in the long range in all areas of VITO, Inc.

Salesperson on the phone to VITO: Mr. Benefito, the new insurance plan we’re offering incorporates a user-friendly interface that will enable your employees at VITO, Inc. to more easily access their personal information.

VITO: (Click)…(Dialtone)

There are four different constituencies at VITO, Inc., and each speaks a very different language. The number-one mistake salespeople make when communicating with VITO is speaking the WRONG language to VITO!

In the next couple of weeks we’ll learn to speak four different sales languages but for now, let’s get to…

Mistake 2: Using Terminology that VITO Doesn’t Understand

This is a direct challenge to VITO’s ego, power, control, influence, and authority. You must always introduce your ideas, thoughts, and proposed solutions using words and phrases that VITO is familiar with and will accept.

Salesperson on the phone to VITO: Ms. Importanta, it looks like our new Cripton generator with its 28mx virtualized software application equalizer will perform with your existing NAP applications while giving you full security against any breach of your relational cloud XT-data base.

VITO: Hold on, my assistant will help you. I’ve got more important compliance issues to deal with.

Wrong hymn book! The salesperson was pitching a feature to someone who couldn’t care less about features, and using techno-babble and terminology that only a ‘Seemore’ could possibly understand!

Mistake 3: Not Respecting VITO’s Time

VITOs live to over-accomplish their goals, plans, and objectives ahead of schedule. They tend to divide the world up into two groups of people; those who keep them from beating the clock and those who help them beat the clock. Which camp would you rather be assigned to?

Salesperson on the phone to VITO: What I’d like to do is set up an in-person meeting with all of my team members so we can give you a full briefing.

VITO: (Click) (Dialtone)

Believe it or not, VITO isn’t looking forward to a full briefing from a group of total strangers. VITO lives in a time-compressed world—and if you stop to think about it, you’ll realize that you do, too.

Take another look at those three big mistakes, and memorize them, before you do anything else today!

1. Not focusing on benefits
2. Using terminology that VITO doesn’t understand
3. Not respecting VITO’s time

Here’s my promise to you: Memorizing these three BIG mistakes—and avoiding them¾will get you one GIANT STEP to getting appointments with VITO!