hi it's Tony parinello the author of selling to Vito the very important top officer thanks for continuing to listen to my best-selling book if you have any questions about what you're learning don't hesitate to go to Vito's sales training comm and join our Vito community in the meantime here's your next chapter enjoy Chapter seven how not to communicate with Vito lots of salespeople get this far in my program and either think to themselves or say out loud this all sounds great Tony but I still have one burning question what exactly do you want me to say to Vito these good folks know that selling to Vito is a contact sport and they know that I'm eventually going to ask them to reach out to Vito they've heard about how selling to Vito emphasizes direct voice to voice person-to-person contact with Vito and by the time they reach this part of the course or the book or my seminar or anything else they're looking for one thing and only one thing a script in other words they're willing to consider using the selling - Vito system if I promise to give them a sheet of paper with the magic words written on it that will turn Vito into a calm compliant pussycat on the phone you should know right now no such sheet exists should exist or it can exist there's no magic script there are some broad guidelines for having a great call with Vito and I'll cover them in detail with you but there's no single speech you can memorize ahead of time and then recite verbatim to get appointments with Vito Vito rule number 13 like Vito you have to be willing to change course as circumstances demand in order to hit your goal I want to be upfront with you about this early on so that by the time we do get to the part where you pick up the phone and call the corner office on the top floor at beat Incorporated you're ready for what's really going to be happening and you've got the right expectations in place about what has to happen before the call something better than a script the voice to voice contact with Vito which is what most sales people I work with are scared of is only a part of the equation it's an important part to be sure but not by any means the whole toolkit that's because we're going to be communicating with Vito in many ways not just by phone because we're going to be reaching out to Vito persistently using different types of media and because most of the salespeople will be competing with either don't reach out to Beto at all or make some basic mistakes with Vito that's sabotage their conversations within seconds I want to share something even better than a script with you in this chapter I want you to memorize the following list of three classic mistakes these are major blunders sales people usually make when reaching out to Vito and they apply to verbal written and face-to-face communication think of what follows is a short course and how not to communicate with Vito forget about this script you may want to memorize memorize this instead committing any one of the following errors is likely to result in number one a breakdown in communication [Music] Vito stops returning calls cancel scheduled meetings or takes his or her sweet time in responding to requests number two a breach in building business rapport this means bringing up objections that are insurmountable and unanswerable late in the sales cycle or maybe even not bringing them up at all number three a loss or breaking of trust this means doubting what the salesperson has nted and/or promise suspected or predicted number for a loss of the sale this means you think you are doing much better than you actually are and you get blindsided by the loss of the opportunity in the bottom of the ninth-inning to avoid any of those nasty outcomes you will take a solemn vow here and now to avoid all of the mistakes in all of the communications you will initiate with Vito mistake number one not focusing on benefits focusing on benefits means speaking what I call the language of Vito a benefit is an anticipated end result that brings Vito measurably closer to attaining some specific part of his or her vision the moment you stop communicating about benefits you will lose Vito will what you're offering increased shareholder value at Vito incorporated by one or more of the following familiar results make Vito money improve efficiency and effectiveness of revenue generating employees mission-critical employees and mission-critical processes save Vito money or keep Vito in compliance with federal government or local or even their own corporate ethics policies and procedures you must at all times connect what you want to say to Vito to those benefits when you stop to think about it you will realize why it's so important to speak this kind of language Vito has to deal with a lot of challenges on the average day obstacles to growth of Vito incorporated labor issues compliance mergers acquisitions market challenges and fiscal responsibilities just the name of you you want to focus first and foremost on the benefits of your products services and solutions and how they will help feed o-over achieve their goals plans and objectives for the near term and a long range in all areas of Vito incorporated salesperson on the phone to Vito mizzen poor tanta the new insurance plan were offering incorporates a user-friendly interface that will enable your employees that Vito incorporated to more easily access their information Vito click dial tone you're done there are four different constituencies at Vito incorporated and each speaks a very different language the number one mistake we salespeople make when communicating with Vito is not speaking the language of Vito communicating with the players at Vito incorporated when communicating with Vito focus on measurable benefit end result that will match Vito's goals plans and objectives during a particular period of time when communicating with the decision-maker focus on advantages what you will do to tweak modify customize or implement what you sell how what you sell will provide an edge over the competition and/or what's currently being used or the status quo at Vito incorporated when communicating with Seymour the influencer focus on features the pieces parts and components that make up what your product service and solution actually is when communicating with the recommender focus on function how people will actually use your product service and solution the stuff you would put in an owner's manual mistake number two using terminology that Vito doesn't understand this is a direct challenge to Vito's ego power control influence and authority always introduce your ideas thoughts and proposed solutions using words and phrases that Vito is familiar with and will accept and easily understand sales person on the phone to Vito mizzen or tanta it looks like our New Krypton generator with its 28 MX virtualized software application equaliser will perform with your existing na P applications while giving you full security against any breach of your relational xt database Beto's response hold on my assistant will help you I've got more important compliance issues to deal with wrong hymnbook the salesperson was pitching a feature to someone who couldn't care less about features using technobabble and terminology that only an engineer could understand mistake number three not respecting vetoes time vetoes live to over accomplish their goals plans and objectives ahead of schedule they divide the world up into two groups those who will keep them from beating the clock and those who help them beat the clock which camp would you rather be assigned to sales person on the phone to veto what I'd like to do is set up an in-person meeting with all of my team members so we can give you a full briefing Vito's response click dial tone believe it or not veto isn't looking forward to a full briefing from a group of total strangers veto lives in a time compressed world and if you stop to think about it you'll realize that you do to listen to the three big mistakes and memorize them before you go on to the next chapter not focusing on benefits using terminology that Vito doesn't understand not respecting Vito's time here's my promise to you memorizing these three mistakes and avoiding them will get you a lot further than memorizing any script ever would [Music] [Music]