Mastering the Art of Selling to VITO

Very Important Top Officer

3 min read6 days ago

Understanding the Corporate Hierarchy

In B2B sales, knowing who holds the real decision-making power is key. While many people influence decisions, none matter more than the Very Important Top Officer (VITO). Below VITO, you’ll find:

Recommenders — They have influence but can’t make final calls.
Seymour — These are influencers who can shape opinions but don’t have signing authority.
Decision Makers — They have the power to approve or reject deals.
VITO — The ultimate decision-maker, often the CEO or someone at the top.

VITO Tip #1: Try to connect with VITO first. The environment of your first meeting says a lot about their level of interest and the urgency of your proposal. If it feels off, rethink your approach.

Aligning with VITO’s Goals

You and VITO actually share common ground — you both focus on boosting business performance. Here’s what VITO cares about:

Revenue and Efficiency — Does your product or service help increase sales, improve brand awareness, or cut costs?
Compliance and Risk — Can it help with regulatory issues or reduce legal risks?

VITO Tip #2: Think like VITO. Their success metrics should guide how you present your offer.

How to Engage VITO

Be Like VITO — People connect with those who think and act like them.
Align Your Offer — Show how your product directly supports VITO’s business objectives.
Mirror Their Metrics — The best salespeople track performance the same way executives do.

The Sales Process: Turning Leads into Customers

A structured approach helps convert potential clients into actual business:

Create — Develop your sales strategy.
Analyze — Measure what’s working.
Improve — Keep refining your approach.
Replicate — Scale the strategies that succeed.

VITO Tip #3: VITO values time. They don’t entertain everyone, and neither should you.

Know where your prospects stand:

Suspects (0%) — Leads with no proven interest.
Prospects (75%) — Strong potential but not closed yet.
Customers, Partners, Distributors (25%) — Engaged but still developing.
Advocates (50% or more) — Loyal supporters who drive referrals.

Making Contact with VITO

Go Direct — Aim to connect with VITO first while acknowledging their network of influencers.
Write Clearly — Your messages should be brief, structured, and benefit-driven.
Personal Touch — A handwritten note for VITO’s assistant can go a long way.

Working with Seymour and Recommenders

Seymour’s Rules — Don’t ask them for decisions or sensitive information.
Recommender’s Rules — Don’t put them in awkward positions where they have to make the call.

Blending Sales and Marketing

VITO Tip #4: Selling to VITO isn’t just about sales — it involves marketing, PR, and branding too.

VITO Tip #5: Keep your first contact short and compelling.

What VITO Expects (And Hates)

VITO values meaningful conversations and confidence. Avoid:

Over-explaining
Wasting time
Asking uninformed questions

Mastering Calls and Emails

Opening Calls — Be formal, direct, and ready to handle objections.
Voicemails — Keep them authentic, enthusiastic, and varied.

Navigating Gatekeepers and Assistants

Gatekeepers — Clearly state your purpose and respect their role.
Assistants — Build rapport instead of trying to bypass them.

Qualifying the Opportunity

Before letting yourself get passed to another department, ask:

What are VITO’s top goals for the near future?
What does VITO look for in a business partner?
Could you become their preferred partner if you meet their needs?

After the Call: Keep the Momentum Going

VITO Tip #6: Every successful VITO call should lead to another.

VITO Tip #7: Analyze your conversations to improve next time.

VITO Tip #8: Set daily follow-up goals.

VITO Tip #9: Celebrate small wins to stay motivated.

VITO Tip #10: Keep commitments, not just goals — it makes a bigger impact.

Staying Positive

Avoid negativity — it affects your mindset and results. By following these principles, you won’t just be a salesperson; you’ll become a trusted business partner in VITO’s world, making every interaction meaningful and effective.

Source: Tony Parinello’s Selling to VITO