Getting to VITO

Meet VITO

VITO sounds like the name of a tough-guy in a mobster film and, indeed, it does describe the toughest challenge that most sales professionals face: Getting in the door to offer a sales presentation to that Very Important Top Officer who has the power to say “Yes.” Learning how to reach and persuade VITO can make or break your sales career. But if you’re like most salespeople, you need a strong dose of reality:

• You probably spend way too much time closing a sale.
• People lie to you on a routine basis, making your job much more difficult.
• You’re selling to the wrong people and probably irritating a lot of them in the process.
• You don’t think like VITO, which means you can’t sell to VITO.

So how can you turn all this around? Begin with the person who is most important to your success: you!

Taking Stock

Start by writing your entire name at the top of a piece of paper. For each letter in your name, select a word that describes one of your major positive characteristics. Don’t list your possessions, don’t ask for help from others and don’t rush. This is a moment for you to reflect on the special qualities you...