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5.0 out of 5 stars
Outstanding approach tor low-volume, targeted marketing., Feb 19 2004
Selling To VITO is definately a must read for anyone who sells high-dollar products or services in low volume. It would be terribly hard, however, to make a good living using Parinello's process if you are required to close large numbers of sales to hit quota. (Because the work that goes into pulling this off is immense.)The success of Parinello's process is rooted in four key features: 1. Social Proof: If other, well-known companies used you, then you must be great.
2. Authority: One of VITO's peers will supply testimonials of success on your behalf.
3. Process: Develop a linear process to ensure objectives are preplanned and met.
4. Consistency: Keep a consistent message that focuses on results and makes you stand out as unique among the many salespeople attempting to get in. (For information on social proof and authority, see INFLUENCE, Science And Practice, by Robert B. Cialdini, Ph.D.) I must admit that I was unable -- perhaps unwilling is more accurate -- to make the follow-up phone call and voice-mail processes work, because, while I'm passionate about what I sell, faking perkiness simply doesn't work for me. (And I'll bet that being over-the-top perky is a key part of pulling this off.) Bottom line, if you do any type of cold-letter writing, you should read this book.
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by Robert B. Miller
by Neil Rackham
