Notes on "Selling to Veto" by Tony Paranello

Introduction

• Author: Tony Paranello
• Book: Selling to Veto, the very important top officer
• Community: Join at vetosalestraining.com for further engagement

Chapter 2: Are You Ready to Sell to Veto?

• Common doubts among salespeople about being ready to sell to Veto
• Introduction to an effective method to assess readiness

Veto Insight Number 1: Common Traits with Veto

• Salespeople often share similar traits with Veto
• Key Traits of Veto:
  • Big egos, power, control, authority
  • Brief, direct, to the point
  • Self-assured, driven, goal-oriented
  • Highly accountable, competitive
  • Information seekers, innovative
  • Time-conscious, well-read, knowledgeable
  • Early adopters, risk-takers, direct communicators
• Questions for Salespeople:
  • How many Veto traits do you possess?
  • Less than 2 traits: reconsider your career in sales
  • More than 3 traits: right fit for the book

Veto Insight Number 2: Veto Needs What You Have

• Veto's thoughts on goals, plans, and objectives
• Critical discoveries:
  • Vetoes in similar industries share common goals
  • A universal shortlist of critical Veto objectives
• Veto's Shortlist:
  1. Increase revenues
  2. Improve efficiencies and effectiveness
  3. Cut and contain costs
  4. Stay in compliance
• Salesperson's Task: Identify how products/services align with Veto's goals
• Exercise:
  • Imagine your product/service disappearing overnight
  • Evaluate the impact on Veto's company and goals

Veto Insight Number 3: You are Veto

• Sales expectations align with Veto's objectives
• Key Expectations:
  1. Revenue generation
  2. Efficiency and resource management
  3. Cost and time containment
  4. Compliance
• Salespeople and Veto share similar measurement criteria
• Veto Rules:
  1. Veto will like you because you are like Veto
  2. Veto will appreciate what your product can do
  3. Similarities in job measurement between salespeople and Veto

Conclusion: Ready to Sell to Veto

• Understanding the alignment of traits, goals, and measurement is key to selling to a Veto
• Salespeople are encouraged to analyze their alignment with Veto's objectives and traits