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Welcome to VITO Selling!  Tony Parinello here, your guide, to reaching Presidents, CEOs, Owners and 'C' Suite Executives.   You CAN sell to VITO (those important titles previously mentioned) and you CAN cut your sales cycle in half by doing so.  You just need to the right words to say, quesitons to ask, and the people in VITO's organization to align yourself with. 

You can find me at in VITO University. It's there that we can work together 1-on-1 to tailor YOUR VITO speak.

Mar 16, 2020

There's one single, burning question, “What, exactly, do you want me to say to VITO?”

One of the rules of selling is that selling to VITO is a contact sport. The Selling to VITO system emphasizes direct, voice-to-voice, person-to-person contact with VITO. So, naturally, you’re looking for one thing and one thing only; a script.

Rules of Selling Everyone

Needs to Know…

No such script exists, should exist, or can exist!

There is no magic script. There are some broad guidelines or rules of selling for having a great call with

VITO—there’s no single speech you can memorize ahead of time and then recite verbatim to get appointments.


I want to be up-front with you about this fact early on so that by the time we do get to the part where you pick up the phone and call the corner office on the top floor at VITO, Inc. you’re ready for what’s really going to be happening and you’ve got the right expectations in place about what has to happen before that call.


Follow the Rules of Selling: This is Better than a Script

I want to share something even better than a script with you.


I want you to take that urge to memorize something and use it on the following list of three classic mistakes. These are the major blunders salespeople usually make when reaching out to VITO, and they apply to verbal, written, and face-to-face communication.


Think of what follows is a short course in how not to communicate with VITO. Forget about the script you may want to memorize. Memorize this instead!

Rules of Selling Mistake 1:  Not Focusing on VITO’s End- Game

Picture VITO wearing an expensive, tailored shirt or blouse with gold embroidery proudly proclaiming the following message: “It’s all about me!”


You must, at all costs, always communicate with VITO in such a way that they fully understand how you can help them with one or more of the following results. The moment you stop communicating with VITO about their ‘End-Game’, you will lose VITO and the opportunity to do business with VITO, Inc.


Take the time right now and answer the following question:


Will your products, services or solutions increase the shareholder value at VITO, Inc. by one or more of the following results?


  • Make VITO money
  • Improve efficiency and effectiveness of anything or everything or anyone or everyone
  • Save VITO money
  • Keep VITO in compliance and minimize risk

If you said ‘No’ or you said ‘You don’t know’, STOP READING update your resume and hit the job sites!

If you said ‘YES’, continue on…

Rules of Selling 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.


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


VITO's Response: "Hold on, my assistant will help you. I’ve got more important Shareholder issues to deal with."


Right Church…Wrong hymnbook! The salesperson was pitching a feature to someone who couldn’t care less about features, and using techno-babble and terminology that only an engineer could possibly understand!

Rules of Selling 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 clock would you rather be assigned to?


Same Lame 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. Would this Thursday at 10 work or would Friday at 2 be better?


VITO's Response: (Click)


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 these rules of selling, before you go on with your busy day.

Here’s my promise to you: Memorizing these three rules of selling—and avoiding them will get you a lot further than memorizing any script ever would!