Getting to VITO (The Very Important Top Officer): 10 Steps to VITO's Office by Anthony Parinello

Author:Anthony Parinello
Language: eng
Format: mobi, pdf
Published: 2009-10-15T06:58:00+00:00

Important note: Your brand's reputation is the same as saying your company's reputation.

Let's talk about your company's brand. Does it cause serious prejudgement? In other words, when VITO (or, just as important, VITO's personal assistant) sees your company's name or trademark, is there a knee-jerk response? And is that response good or bad?

Here's my advice. If possible, use your brand only with current or past customers with whom you've had good results. In all other cases, avoid leading with your brand in correspondence and early conversations.

Now let's talk about letters of recommendation. When's the last time you actually asked any one of your best customers for a letter of recommendation? If it's been a while, pick up the telephone right now and call the top 10% of your current prospects (yes, prospects) as well as the top 10% of your customers and ask each of them for a letter of reference. (If you don't have any customers, go to someone in your organization who does and ask for help with this part.)

Start the process that will get you a fistful of written letters of recommendation that state just how good you really are. You'll be using these with VITO and the individuals VITO trusts most to get things done at VITO, Inc.

VITO CORRESPONDENCE ELEMENT #5: ADDRESSING VITO'S NEED FOR RECEIVING QUANTIFIABLE VALUE

VITO demands value from all of her or his business relationships and investments. The fastest way to prove your value is not by asking your suspects and prospects to read your marketing materials but by connecting your prospective VITO to one or more of your existing customer VITOs.

To do this effectively, you must be able to broadcast the value you deliver to your existing customers to your prospects. Broadcasting means telling your prospect VITO's success stories. Here's what they should sound like:

• "Our widgets produced faster time to market and lower expenses for the fifth largest process manufacturing plant in New Jersey."

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