Selling to Decision Makers Part 2 with Tony Parinello

One of our MOST requested guests is back for Part 2! Tony
Parinello is the bestselling author of Selling to VITO - the
Very Important Top Officer. A sales veteran, Tony knows how
C-suite leaders think, what they look for in a sales
conversation, and what it takes to get them on your side in a
deal. Today, Tony is diving even deeper into this critical topic
for sales success in 2023, when multiple C-suite leaders are
getting more involved in every deal. John McMahon and John Kaplan
talk to Tony about VITO priorities and how to win consistently
with this stakeholder group in a game-changing episode for both
sellers and leaders. Dig in and get in the mindset of how your
team should be approaching these high-stakes
conversations. 
 


Here are some key sections to check out: 


5:00 What’s on VITO’s To-Do List


6:50 How to make sure you’re targeting the right VITOs


10:00 what a company owes its sellers


12:20 Speaking the language of VITO


25:40 The three outcomes to strategize around when you try to
reach VITO


33:25 The right questions to ask VITO


34:50 Voicemail best practices


44:52 Active listening


54:00 The problem with premature questions


55:20 VITO Call Objectives


1:05:40 How many slides do you need for a VITO presentation?


 


Additional Resources:


Listen to the Part 1 episode with Tony:
https://forc.mx/3SxR5pu

Tony Parinello on LinkedIn:
https://www.linkedin.com/in/sellingtovito/

Selling to VITO on Amazon:
https://www.amazon.com/Selling-VITO-Very-Important-Officer/dp/1580622240

Register for the Selling to the C-Suite Webinar Series:
https://forc.mx/3xZdFO9



 


HIGHLIGHTS


VITO parameters in the sales process

Accountability and Ownership

The importance of speaking the language of the process

The importance of opening statements

The 3 best outcomes of contacting VITO

The power of VITO’s voicemail

The right questions to ask

Call objectives for your first call
 



QUOTES


Tony - Forget the word “I”: “Forget the word ‘I’. The up
word ‘I’ should be totally out of your vocabulary like, I wanted
to know where, I was wondering if or, I had an idea. These
executives, these VITOs don't care about us until they understand
what we could do for them, and so take the word ‘I’ out of your
vocabulary, just replace it with the word we or our.”


Tony - The importance of having a process: “Every
successful VITO has a process in place for doing everything they
want to measure and achieve. Processes are critically important
for us to show VITO that whether we're leaving voicemail messages
or we're sending them correspondence, we need to follow an
identifiable process. So VITO sees what we're doing and can
identify with it. So this is why examining our sales process and
examining our prospecting process is so critically important.”


 


Check out John McMahon’s book here:
https://www.amazon.com/Qualified-Sales-Leader-Proven-Lessons/dp/0578895064