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Selling to Vito: (The Very Important Top Officer) Paperback – 19 Jul 1999

16 customer reviews

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Product details

  • Paperback: 240 pages
  • Publisher: Adams Media Corporation; 2nd Revised edition edition (19 July 1999)
  • Language: English
  • ISBN-10: 1580622240
  • ISBN-13: 978-1580622240
  • Product Dimensions: 24.1 x 14.9 x 1.8 cm
  • Average Customer Review: 4.4 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Bestsellers Rank: 341,901 in Books (See Top 100 in Books)

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Customer Reviews

4.4 out of 5 stars
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Most Helpful Customer Reviews

12 of 12 people found the following review helpful By C. M. Perkins on 7 Jan. 2003
Format: Paperback
I first read this book when I was brand new to business to business sales and it got me in front of top decision makers straight away. It continues to do so.
It's a process that needs to be followed. The VITO letter is a winner - and it can easily be a fax or an e-mail (e-mail works particularly well for me). The 'Portrait of VITO' is great for more inexperienced salespeople; the breakdown of VITO's results orientation is something every salesperson should read - are you talking this person's langauage? If you are, you'll do fine with a VITO over the phone (I also use Stephan Schiffman's 'Cold Calling Techniques that really work' and have one of the highest calls to appointments ratios in my region).
The biggest wake-up call in this book for me was the "Seymours". The kind of low ranking decision maker who wants to 'see more' proposals, see more charts, samples, brochures, etc. I realised that while I thought I was making progress with these people it was the biggest waste of time ever.
All in all, this book got my B2B sales career off to an excellent start and I continue to use Parinello's principles. For additional motivation I ordered the Selling to VITO tape, and hearing him speak is an inspiration. There's also a great story about voicemail at the end of the tape....
Use the VITO approach and your sales will increase.
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5 of 5 people found the following review helpful By A Customer on 12 Nov. 1998
Format: Paperback
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
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1 of 1 people found the following review helpful By Gavin Ingham on 1 April 2007
Format: Paperback Verified Purchase
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 in the UK.

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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1 of 1 people found the following review helpful By A Customer on 28 Jun. 1998
Format: Paperback
Selling To Vito:... At best, is for the beginner salesperson. The book recommends structured methods and selling procedures. Parinello positions the prospects (VITO) with limited capacities to relate to salespeople and their reactions to sales situations. In todays selling environment, if your trying to obtain sales appointments with letters as this book advises, you'll be missing your sales quota and spending too much time at the post office!
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By A Customer on 1 Aug. 2005
Format: Paperback Verified Purchase
Written in a wonderfully easy, accessible style, Selling to VITO contains a very powerful approach to selling to senior people. At the core of the book is strong use of testimonials and case studies about the excellence of your product/ service coupled with a rigorous approach to following up on contacts. I like the sheer professionalism of this approach, but if you can't come up with tangible benefits for your service/ product then this book isn't going to solve your selling problems. I also feel that in the UK we need to be sensitive about some of the suggestions in this book. I am not sure that endless voice-mail messages and faxes will be seen in the same light over here as in the US. That said, if you are trying to make contacts at senior levels, this book has a lot of valuable lessons to impart and we can tone it down it slightly to suit the UK environment. Recommended.
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