books:

	Selling To VITO (The Very Important Top Officer) Anthony Parinello Adams Media, 1999 - 240 pages average customer review:based on 55 reviews view larger image
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highly recommended

You'll quickly learn how to:
Get into new accounts at the top
Keep out of time-consuming log-jams-and into VITO's office
Promote loyalty at the top with existing customers and capture add-on business
Increase the size of every sale

Selling To VITO offers innovative new ideas and street-smart tactics for reaching the very top person in any organization. It's based on the seminars that have helped thousands of sales professionals from top corporations like Canon, 3M, Hewlett-Packard, and MCI bust quotas and increase commissions. It can help you, too, by getting you to the right person so you can do what you do best: SELL!

Anthony Parinello is without question the country's foremost expert on getting appointments with, and selling to, top decision makers. This book is the product of his twenty-three years of award-winning sales performance.

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Sound and creative strategies to reach the top officers

All too frequently, sales reps waste tremendous amounts of time presenting to people who only have the authority to say no. They rely on these people to go the the decision maker and do the selling for them, which those of us who have spent a lot of years in the field know rarely happens. Going back to Sales 101, everyone learned to present to the decision maker but why do so many who know this fail to do it? 1. Fear of approaching VITO. 2. Lack of an effective strategy.

In Selling to VITO, Anthony Parinello lays out a system that addresses both issues. It tells us how confidence in our solutions and how they will benefit VITO, helps to turn the fear into confidence. We also learn the behaviors to include and those to avoid in our contacts with VITO.

What I found to be very refreshing in the book was the wealth of creative approach and follow up strategies Parinello recommends. He subscribes to the Dan Kennedy No B.S. Sales Success: The Ultimate No Holds Barred, Kick [...], Take No Prisoners, Tough and Spirited Guide, school of marketing. The first thing you need to do is get your compelling and benefit-driven marketing message in front of your prospect.

Once in to see VITO, what do you do and say? Parinello outlines several real-world examples and strategies he's used to close the sale. Hint - It's not about building rapport, it's about selling specific benefits. Once your prospect sees the value in the relationship, it is worth their time to develop rapport with you.

Some other reviewers have criticized this book as being outdated because consumers and executives are too sophisticated. In my opinion, the age of a concept is not the issue, the effectiveness is what counts. I've used these strategies myself and they work. I've also taught and implemented them for clients who also had great results. As with any marketing or sales strategy, nothing works all the time but if you can increase your odds, you increase your success and earnings.

If you are in sales or own a business, read this book and implement the strategies.

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Top Executives Are Hard To Reach, This Book Helps

I have read many business books that are the same old same old. This book is different. It focuses on getting into see that Very Important Top Officer in a company. These are the people that we all want to know, but have trouble getting to call us back. The c-level executives today are too busy and cold calling just does not work. To reach them you need to be tenatious and creative.

This book does a great job of showing you the way to stand out from the crowd and get VITOs to return your phone calls. It reads a little bit like a text book, but the end results and advice in the book are well worth the effort.

I found the tips in the book to be helpful and I use them on a daily basis.

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Selling To Vito

I have purchased Anthony's books and used his methods for over 7 years. I've been the number one or number two sales representative in my sales category for for six consecutive years. I believe one of the main reasons for my consistency is the fact that my sales process typically starts with the person who can sign the check.

I highly recommend Mr Parinello and his books to anyone that wants to speed up the sales cycle, have more fun, and make more money :)


A Different Type of Sales Book

I've been in sales many years. I've read a LOT of sales book and listened to a lot of tapes. Nowadays, I tend to skim them because most books are just a rehash of old ideas. Parinello has done something here that I have never heard of before. He asks the reader to "trust" that his method will work "as is." I have done just that. I followed his cookbook approach to making contact with VITO. It has worked for me better than 50% of the time. Deviate, skip steps or embellish and you're on your own. I'm not saying that all his ideas are great, but his formula for gaining access to VITO works. What to do when you get the meeting, I wouldn't leave to Parinello. Try Spin Selling & Strategic Selling for the rest of it.
SPIN Selling
The New Strategic Selling: The Unique Sales System Proven Successful by the World's Best Companies

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Review from a Sales Training expert for Selling to VITO...

Anthony Parinello bridges the gap in the quantity versus quality argument for cold callers. As a sales motivational speaker and author I meet many delegates who argue that quality is more important than quantity when cold calling yet who have no way of upping the quality of their calls!

In a nutshell Parinello suggests a specialised method for "teeing clients up" with a letter before calling them. This is not in the "spray the market and hope" approach of most companies but in a targeted, well-thought through strategy which works.

Whilst by no means appropriate for all cold callers this approach should prove a usefull addition to your current methods of operation for most salespeople. I have tailored this approach with several of my clients and we have achieved significant break-throughs with clients which they were failing to penetrate by any other methodology.

The key thing here is - tailored. Whilst this book in of itself is incredibly powerful it, like all methodologies, will need tailoring for your personal style and industry. Even as a sales author and sales training expert myself I found some of the tactics rather "in your face". I also think that some of the later strategies in the book (voice mail for example) would need some considerable translation to work for most people. In places they come across as somewhat "salesy" (and I don't use that word lightly as I am proud of being a sales author and speaker).

All of that said, I would recommend this book to anyone who picks up the phone and attempts to win meetings with senior decision-makers as the methods contained within will cause you to think about your exisiting practises and will add some more weapons to your arsenal. This book has a home on my shelves and will not be being leant out!

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reviews: page 1, 2, 3, 4, 5, 6, 7, 8, 9, 10

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