Chapter 16: Three Obstacles, Eight Steps

Overview

This chapter focuses on effectively delivering your telephone opening statement to Vito, a prospective client, by navigating through potential obstacles and following a structured process. It covers preparing before the call and ensuring successful communication with Vito.

Three Obstacles to Overcome

1. Receptionist Gatekeeper

   • Often the first barrier to reaching Vito.

2. Vito's Private Assistants

   • Different from the receptionist and require distinct strategies to engage.

3. Voicemail

   • Potentially prevents direct communication with Vito.

Eight Steps to Reach Vito

Step 1: Create Your Vito Correspondence

• Purpose: Establish business stature and prepare for communication with Vito.
• Postal Guidelines:
  • Avoid using company logos or stationery to prevent prejudgment.
  • Use a plain 8.5 x 11 envelope with real postage stamps.
• Email Guidelines:
  • Keep it simple and short; ensure links work.
  • Subject line should be concise and relevant.

Step 2: Identify Prospects

• Match prospects to the persona of your best customers.
• Send Vito correspondence only to fitting organizations.

Step 3: Find Out Vito’s Name

• Easier than most salespeople think.
• If you can't find Vito's name, reconsider if this is a viable client.

Step 4: Discover Vito’s Private Assistant’s Name

• Important for creating personalized messages and interacting with gatekeepers.

Step 5: Obtain Vito Incorporated's Fax Number

• Purpose: Fax correspondence an hour before calling.
• Highlight critical parts and frame questions to grab attention.

Step 6: Know Decision-Maker Names

• Focus on those likely to be empowered by Vito (e.g., VP of Sales, CMO).
• Critical for redirecting if a shunt occurs.

Step 7: Internalize Your Telephone Opening Statement

• Avoid memorization to keep it natural and flexible.

Step 8: Prepare Your Voicemail Message

• Prepare for effective voicemail communication if direct contact fails.

Additional Tips

• Vito Rule #22: Complete all steps before sending correspondence.
• Send initial wave to at least 20 Vito's to accelerate appointment setting.
• Explore Vito Sales Training resources for further guidance.

Summary

Following these steps can lead to successful communication with Vito, ensuring you reach decision-makers and effectively present your business case. Utilize resources and training for further refinement and success."}