Chapter 13: The Six Elements of Vito Correspondence

Introduction

• The author prefers sending a letter before calling Vito.
• Benefits:
  • Informs Vito about the upcoming call.
  • Schedules prospecting time, promoting accountability.
• This chapter is beneficial for those who need self-discipline in prospecting.

Vito Rule Number 20

• Every piece of Vito correspondence contains six parts:
  1. Headline
  2. Tie-in Paragraph
  3. Benefit Bullets
  4. Ending Paragraph
  5. Action-oriented PostScript
  6. Short Handwritten Note

Elements of a Vito Letter

1. Headline

• Purpose: Break Vito's preoccupation, earn attention, and encourage readership.
• Characteristics:
  • Short and to the point (less than 30 words).
  • Must be familiar to Vito.

2. Tie-in Paragraph

• Connects the headline to the rest of the correspondence.
• Introduces social proof of the claim made in the headline.

3. Benefit Bullets

• Short statements of abilities in areas of interest to Vito.
• Areas of interest include:
  • Increasing top-line revenues.
  • Enhancing effectiveness and efficiencies.
  • Cutting expenses and achieving predictable expense environments.
  • Compliance with regulations and policies.

4. Ending Paragraph

• States a call to action or introduces possibilities.
• May include engaging decision-makers by name.

5. Action-oriented PostScript

• Specifies the day, date, and time for calling Vito.
• Includes Vito's private assistant's name.

6. Short Handwritten Note

• Addressed to Vito's private assistant.
• Placed on the back of the correspondence, acknowledging the assistant's role.

Examples of Elements

Headlines

• Catch Vito's attention and prompt curiosity.
• Use quotes from Vito or existing customers.

Tie-in Paragraphs

• Keep the momentum and introduce new ideas.
• Avoid repetition of words or phrases from the headline.

Benefit Bullets

• Be concise and avoid repetition.
• Can be presented as charts or graphs.

Ending Paragraphs

• Encourage action or introduce doubt to engage competitive nature.

Action-oriented PostScripts

• Facilitates scheduling with Vito's assistant.

Handwritten Notes

• Build rapport with the assistant and facilitate access to Vito.

Conclusion

• Effective letter writing involves a strategic approach through structured correspondence tailored to Vito's interests and priorities.
• Visit Vito Sales Training for more resources and training.

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