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Welcome to VITO Selling!  Tony Parinello here, your guide, to reaching Presidents, CEOs, Owners and 'C' Suite Executives.   You CAN sell to VITO (those important titles previously mentioned) and you CAN cut your sales cycle in half by doing so.  You just need to the right words to say, quesitons to ask, and the people in VITO's organization to align yourself with. 

You can find me at in VITO University. It's there that we can work together 1-on-1 to tailor YOUR VITO speak.

Feb 4, 2020

There it sits -- just where you saw it yesterday…the 3,000-pound telephone.

Strange, it hasn’t rung once all week. Maybe there’s something screwy with the phone line?

If there is one topic connected to Selling to VITO that is simultaneously challenging, interesting, dramatic, and potentially life-changing for each and every one of the people who take my Selling to VITO course, it’s the inescapable responsibility of picking up the phone and actually calling VITOs! A few telephone sales tips could save you time and frustration.


Yes, it is a responsibility. It’s also a privilege. It’s something you have to hold yourself accountable for. Fortunately, with my help, it’s going to be a lot easier than you think.

My Favorite Personal VITO Call Story

One day (years ago) I had scheduled myself to make ten VITO calls. On my very first phone call of the day—to the president of the third-largest computer company in the world picked up the phone, completely unprotected by any gatekeeper!

I was so surprised to hear VITO’s voice that, without thinking, I said:

“What a surprise! I expected to get your personal assistant!”

VITO’s response was quick and to the point:

“Hold on. Let me get her for you.”

With a click, he was gone forever. File it under “one big lost VITO conversation opportunity”!

Here’s What You Can Expect:
20% of the time, VITO will pick up their own phone (yep, unprotected).
40% of VITO’s private assistants will pick up.
★  40% you’ll get dumped into voice mail.
Stick with me and over the next few weeks, I’ll make sure you have everything you need to prepare yourself for all three outcomes.
What to Do When VITO Picks Up the Phone
VITO—the CEO, president, or owner—is sitting at the desk. It’s a busy day. Lots of stuff is going on. VITO is signing checks, shaking hands, patting backs, looking at financial reports, and so on. The phone rings and Tommie isn’t around to answer it. VITO will never, ever let the phone ring without someone answering it, and in this case, that someone is VITO.


Twelve Situations VITO Will Not Tolerate

  1. Long, drawn-out monologues
  2. Stupid questions that you should already know the answer to
  3. Uncertainty as to what you want
  4. Words and phrases that are unfamiliar
  5. Wasting VITO’s precious time
  6. Unfamiliarity with VITO’s industry/niche
  7. Any lack of confidence
  8. Any kind of BS
  9. Ego-based statements of any kind
  10. Any mention of VITO’s competition
  11. Any claims without evidence
  12. Mispronouncing VITO’s name


Here’s what VITO expects.

  • Valuable content delivered with words and phrases that they understand. In other words, NO techno-babble, industry buzzwords, jargon, acronyms, product names and/or numbers!
  • Something VITO doesn’t already know
  • Something VITO wants to overachieve
  • Your apparent knowledge about VITO’s industry
  • Some of your knowledge about VITO’s company
  • Clarity on the outcome you want from the call
  • Confident delivery, including:
    • Quick, to-the-point focused statements
    • A conversational tone
    • You making sure that VITO has plenty of chances to interrupt

More Stupid Things You Will Not Say At This Critical Moment

“Is this a good time?”

“Do you have a minute?

“I was wondering if…”

“Would you be interested in…”

“I was just making some calls…”

“The purpose of my call is…”

“How are you today?

A Self-Assessment:

Let’s be honest, in the past, how many of the above-mentioned statements have you used? I thought so!

Let me write your Opening Statement for you!  You answer some questions, I'll take the information and turn it into a powerful one-of-a-kind Opening Statement that will grab VITO's attention! CLICK HERE