Lecture Notes: "How Not to Communicate with Vito"

Introduction

• Presenter: Tony Parinello, author of "Selling to Vito"
• Context: Chapter 7 from Tony's book
  • Focus on how not to communicate with Vito (Very Important Top Officer)
  • Clarifies there is no magic script for successful communication with Vito

Key Concepts

• Vito Rule #13: Be adaptable like Vito; change course as circumstances demand to achieve goals.
• Voice to Voice Contact: Crucial but not the sole form of communication with Vito.

Common Mistakes in Communicating with Vito

1. Not Focusing on Benefits

   • Speak the "language of Vito" by focusing on benefits that align with Vito’s goals and objectives.
   • Benefits:
     • Increase shareholder value
     • Improve efficiency and effectiveness
     • Save money
     • Ensure compliance with policies
   • Importance: Vito deals with many challenges, and communication must highlight how solutions help achieve business goals.

2. Using Terminology Vito Doesn’t Understand

   • Avoid using complex technical jargon or features that are irrelevant to Vito.
   • Use simple, familiar language to discuss ideas and solutions.

3. Not Respecting Vito’s Time

   • Vito values time and categorizes people as either obstructing or aiding in time efficiency.
   • Always respect Vito’s compressed schedule; avoid unnecessary lengthy briefings.

Communication Strategies

• Tailor communication to different roles at "Vito Incorporated":
  • Vito: Focus on benefits and end results that match their strategic goals.
  • Decision-Makers: Highlight advantages and competitive edges.
  • Influencers: Discuss features and components.
  • Recommenders: Focus on functionality and user experience.

Conclusion

• Memorization of Mistakes: More valuable than memorizing scripts.
• Promise: Avoiding these mistakes will lead to greater success with Vito than any script could.

Additional Resources

• For further questions, join the Vito community at Vito's sales training website.