Five Minutes with VITO: The Very Important Top Officer

Imagine standing at the gates of a vast kingdom where the true power lies behind a single door. This door leads to the Very Important Top Officer, or VITO — the captain of the ship, the ultimate decision maker with the power to say yes or no to every significant initiative within their realm. Understanding who VITO is and gaining access to this individual is the secret to moving from the Sales Graveyard, where deals die slow and painful deaths, to Sales Paradise, where opportunities blossom quickly and generously.

Many salespeople wander the halls of organizations, talking to people who may be friendly but lack the authority to make the final call. They spend weeks chasing budgets that vanish or are too small to matter, trapped in endless cycles of presentations and promises that never quite reach the ears of those who can say yes. This is the Sales Graveyard — a place of frustration and lost potential.

But the path to Sales Paradise is clear: focus your efforts on VITO. VITO is the CEO, president, owner, or founder — the one who holds the veto power. This person is responsible for every aspect of the enterprise, from revenue to compliance, and commands the loyalty and action of everyone below. VITO doesn’t just have authority; VITO has vision, impatience for delays, and a hunger to win big.

Organizations have four levels of influence: VITO at the top; trusted Decision Makers who say yes on behalf of VITO; Influencers who gather information and evaluate options; and Recommenders who use the product or service daily and provide feedback. Most salespeople get stuck talking to Influencers or Recommenders, unknowingly resigning themselves to small deals and long sales cycles. But the truth is, only VITO can greenlight the big investments that lead to Sales Paradise.

Consider this: If you spend your time with anyone other than VITO, you are essentially playing in the Sales Graveyard. But if you learn to speak VITO’s language, understand their priorities, and confidently approach them as an equal, you open the door to larger deals, faster cycles, and a cycle of success fueled by high-quality referrals and repeat business.

As you embark on this journey, remember that VITO is not just a title; it’s a mindset and a way of doing business. The next sections will guide you through adopting this mindset, crafting your message, and executing a plan to win those crucial five minutes with VITO — the time that can change your sales destiny forever.

Now, let’s move deeper into understanding why selling to VITO is not just important — it’s indispensable.