Selling to VITO: The Very Important Top Officer

Chapter 4: Replicate, Replicate, Replicate

Key Concepts

• Replication is crucial for success in selling to VITO.
  • Defined as repeating, duplicating, or reproducing processes.
  • Success in sales derives from preparation, hard work, and replicable processes.

VITO Rule Number 7

• A process isn't truly a process unless it can be replicated.
• Replication is essential for the strategies discussed in previous and upcoming chapters.

Network of Influence

• VITO sits at the top of the organization with ultimate veto power.
• Seymour represents individuals at the bottom, such as technical gurus and analysts, who demand more information but struggle with independent decision-making.
  • Seymour demands more presentations, data, and freebies.
  • Does not make independent decisions but is crucial in identifying flaws and potential issues.
  • Tends to multiply, making sales interactions more complex.

The VITO Dance

• VITO Dance: Initiating contact directly with VITO at the start of the sales process.
• Avoid starting with Seymour to prevent potential sabotage or delays.
• Always put VITO first in any outreach: letters, emails, voicemail, etc.

Benefits of the VITO Dance

1. Bigger Initial Sales
   • Sales can be up to 54% larger by appealing directly to VITO, as VITO prefers significant, impactful purchases.
2. Faster Closing Times
   • Deals close 50% faster since VITO makes quick decisions.
3. More Add-on Business
   • Up to 120% increase in add-on sales from existing clients when VITO is involved.

Real-World Examples

• Jackie's Experience:
  • Lost a potential deal due to VITO's veto power and lack of connection with VITO.
• Ben's Experience:
  • A major deal fell through because VITO had a personal connection that influenced the decision.

Lessons Learned

• VITO Rule Number 8: VITO is above every decision-maker.
  • VITO has ultimate veto power over decisions.
• Mistakes often happen when VITO isn't involved early on.
• Rationalizations for not contacting VITO are excuses, leading to repeated mistakes.

The Importance of Engaging VITO

• VITO’s role involves significant responsibility, authority, and influence.
• Salespeople are often intimidated by VITO’s position, but reaching out is crucial.
• Successful sales processes must engage VITO right from the beginning.

Conclusion

• Regardless of perceived challenges, engaging VITO first is non-negotiable for successful sales outcomes.
• Upcoming chapters will discuss further reasons to prioritize VITO in the sales process.