Lecture Notes: Selling to Veto

Introduction

• Speaker: Tony Paranello, author of "Selling to Veto"
• Veto: Very Important Top Officer
• Key message: Importance of contacting Veto first in the sales process

Chapter 5: Six Big Reasons to Contact Veto First

Veto Rule Number 9

• Veto has the power to approve or reject sales offerings instantly.
• Sales processes should prioritize contact with Veto due to their decision-making power.

Reasons to Contact Veto First

1. Initiative Importance
   • Initiatives at Vito Incorporated are important when Veto endorses them.
   • Veto decides organizational priorities.
2. Constant Improvement
   • Veto is responsible for the company's growth and actively seeks innovative ideas.
   • Example: Success story with a telecom company by contacting Veto directly.
3. Budget Ownership
   • Veto controls budgets and can allocate funds at any time.
   • Contacting Veto first can eliminate price objections.
4. Knowledge of Personnel
   • Veto knows and selects key personnel.
   • Important to work with Veto’s direct reports.
5. Business Criteria
   • Veto sets the criteria for partners and suppliers.
   • Important to understand and exceed these criteria.
6. Decision-Making
   • Veto is paid to make decisions quickly and effectively.
   • Salespeople should align with Veto’s decision-making process.

The Nine Values that Drive Veto's Decisions

1. Competency
2. Forward-looking vision
3. Confidence
4. Intelligence
5. Fair-mindedness
6. Broad-mindedness
7. Honesty
8. Imagination
9. Courage

• Sales success depends on aligning with these values.

Decision Makers

• Veto's direct reports are critical players.
• Titles include Line of Business Executive, Director, VP, etc.
• They are responsible for executing Veto’s vision and are loyal to Veto.
• Building strong relationships with decision makers is key.

Characteristics of Decision Makers

• Upwardly mobile and politically astute.
• Capable of adding value by fulfilling the organizational vision.
• Trust-building with decision makers can lead to long-lasting partnerships.

Rules of Engagement for Decision Makers

1. Respect and act on the advice of decision makers referred by Veto.
2. Focus on tactical issues rather than strategic initiatives.
3. Let decision makers lead conversations; listen actively.
4. Discuss reactions and feelings towards tasks assigned by Veto.
5. Offer sincere compliments and recognition.
6. Maintain high-level discussions; avoid technical jargon.

Important Note on Advantages

• Focus on tailoring and customizing solutions to meet customers' needs.
• Emphasize how your product gives a competitive advantage.

Conclusion

• Effective Veto selling involves understanding the roles and motivations of decision makers.
• Future chapters will cover interactions with other key players like Seymour, the influencer.