#Selling to vito audio book download how to

If you don’t know what to say to folks who are your VITO, then you need some coaching or mentoring support from someone who does. If you can’t articulate the benefits of your solution, then you can’t sell. This is, in my opinion, simply a lack of preparation.

#Selling to vito audio book download how to

They can only influence a buyer above the line, so why not start with them in the first place?Ī common objection that I’ve heard over the years is that the sales person doesn’t know what to say to the VITO or how to talk to them. When you’re working with someone below the line, they quite literally can’t buy from you. The decision makers and the approvers (VITO) don’t work in environments with cheap floors. The recommenders (who have no power at all), and the influencers (who have power to block a decision) are the ones that live in Linoleumville. Those with more expensive floors do that. Parinello makes the point that those who live in “Linoleumville” – those whose offices have linoleum on the floor – can’t make a decision. However, the reality is that some people – particularly those who are the most willing to meet with a sales person – aren’t going to buy, because they can’t buy. We want to believe they’ll buy because we want to believe that we can sell. We just want someone who will be willing to talk to us. When we start selling we’re happy to get any appointment. Working with VITO is, in fact, the only person who can choose to buy. And if the results to their organization are perceived to be large enough and your solution seems credible enough, they’ll not only give you their attention, they’ll buy. However, on the other hand, they do want the results that whatever you’re selling does provide. They don’t want your widget or education or whatever. In some sense it’s true that the VITOs in an organization aren’t interested in what you’re selling. While there are, I’m sure, sales circumstances where you’re truly offering a commodity product with no differentiating factors, I doubt that you’re in one of those situations. They believe that the top officers of the company aren’t interested in what they have to sell because they’ve heard that they aren’t.

In some cases, this is backed by some personal experiences trying to reach out to that person. They believe that that person is too busy to be bothered with their call. They don’t want to talk to the CEO or the COO or the CFO. Most sales folks that I know are afraid to call on people higher in the organization than they’re used to dealing with to close and execute the deal.

How to engage the right person in the right way from the start so you’ll close more deals and waste less time. Who do you sell to when you sell? Do you sell to the person that you’re able to reach or to the right person? Do you start your sales process knowing who you’re ultimately going to have to convince? If you do, then why don’t you start there and have them refer you down to folks to talk to before coming back up for the final approval? Won’t that make it easier? That’s what Selling to VITO: The Very Important Top Officer is all about.