Selling to Decision Makers with Tony Parinello

In this episode of the Revenue Builders podcast, our hosts John
McMahon and John Kaplan talk to best-selling sales author and
corporate sales trainer Tony Parinello about chronic mistakes
sellers make. This includes prospecting too low in an
organization, ineffective messaging, not speaking the right
language, and more. Tune in to discover why you really only want
to sell to VITO (Very Important Top Officer), the questions you
need to ask, and how you should act in front of them to gain
their trust and ultimately, the deal. 


 


Additional Resources:


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

Check out Tony’s best-selling book, Selling To VITO (The Very
Important Top Officer):
https://www.amazon.com/Selling-VITO-Very-Important-Officer/dp/1580622240

VIsit Tony’s website: https://vitocorporatesalestraining.com/

Listen to More Revenue Builders:
https://www.forcemanagement.com/revenue-builders-podcast



 


HIGHLIGHTS


Why do you want to sell to VITO?

Sellers need to let it go or move it forward

What to ask and what not to ask a VITO 

Don't start a meeting with a personal ice-breaker 

Speak in the right language: VITO's language 

Don't be afraid to set personal expectations and a
timeframe 

How people sell matters just as much as what they sell 

Question stuff that you hear, take notes, be interested not
interesting 

Tony's rules for presenting to a VITO: say it in 3 slides



 


QUOTES


Why salespeople waste their time talking to people
with no real decision-making power, says Tony: "Most
sales leadership is based on activity. Get more appointments. Get
more presentations. Get more demos. Put more quotes out there.
Salespeople naturally, like many of us, they take the path of
least resistance."


Why you should only talk about benefits and advantages
to a VITO: "You're gonna be sent to the person you
sound the most like. Facts, features and functions: you drop one
of them, one silly acronym or product name or number or buzzword,
you're done. "


Tony on earning the right to sell: You
sell yourself first, then you sell your company. And guess why:
VITOs don't really care who you work for until they understand
what you can do for them. "


 


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