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| Foreword | |
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| Acknowledgments | |
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| Introduction | |
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| Meeting and Becoming VITO's Business Partner | |
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| The Time Is Right | |
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| Who Is This Guy? | |
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| It Worked! | |
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| Three Groups | |
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| Adding Value to VITO's Day | |
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| Therefore... | |
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| Changing Your Focus | |
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| Shareholder Value | |
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| Stick by VITO's Side When Times Are Rough | |
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| New Accounts, In-Process Accounts, and Current Customers | |
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| Don't Sell Futures to a VITO | |
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| The Five Keys to Working with VITO | |
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| To Work with VITO You Will Need Unshakeable Confidence | |
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| To Work With VITO You Must Be Willing to Develop Synergy Within Your Organization | |
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| To Work With VITO You Must Be Able to Build Business Rapport | |
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| To Work With VITO You Must Have an Unlimited Desire to Succeed | |
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| To Work With VITO You Must Have Unlimited Energy | |
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| A Portrait of VITO | |
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| Who Is VITO | |
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| VITO in a Nutshell | |
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| Now, What about Your VITO? | |
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| Results | |
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| VITOs Always Tell the Truth | |
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| Other Players in the Drama--and the Influence and Authority Network | |
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| Managers and Directors | |
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| Intellects (or "Seymours") | |
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| Consumers | |
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| The Influence and Authority Network | |
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| VITO Power | |
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| The Seymour Problem | |
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| What's in a Name | |
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| Seymour in a Nutshell | |
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| Now, What about Your Seymour? | |
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| Some Further Observations on Seymours | |
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| Who Does This Sound Like? | |
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| The Seymour Trap in a Nutshell | |
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| So Long, Seymour! | |
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| "But Seymour Is an Important Source of Information!" | |
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| "So How Do I Make the First Contact?" | |
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| Contacting VITO | |
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| Call Objectives | |
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| Different Messages for Different People--and Pre-Letter Requests for Information | |
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| Consumers | |
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| Seymours | |
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| Managers | |
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| VITOs | |
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| Two Other Questions You Should Never Ask | |
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| A Little More on Benefits | |
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| Cold Calls to VITO Should Follow Every New VITO Sale! | |
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| More Research You'll Need to Do Before Contacting VITO by Mail | |
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| Call and Ask Someone at the Front Desk or In Investor Relations to Send You a Brochure, Catalog, or Annual Report | |
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| Buy a Share of Stock in VITO's Company | |
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| Cruise the Information Superhighway | |
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| Benefits--and the Headline of Your Letter | |
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| How This All Started | |
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| The Headline Statement | |
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| Wow! | |
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| Rationalizations for Not Doing the Research | |
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| Value Inventory Exercise | |
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| Words to Consider Using in Your Headline Statement | |
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| Try Again | |
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| The Rest of the Letter to VITO | |
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| Don't Skip That Call! | |
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| Warning! | |
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| Here's a Real Letter | |
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| The Tie-In Paragraph | |
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| The Bullet Text: Nothing But Benefits | |
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| The Body Copy: The Closing Paragraph | |
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| The Body Copy: An Overview | |
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| Putting It All Together | |
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| VITO Can Tell a Book by Its Cover | |
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| Customize, Customize, Customize | |
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| Three True Stories | |
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| What Now? | |
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| Making Your VITO Call | |
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| Getting VITO's Attention by Phone | |
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| Not Just Any Call | |
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| Making Your Opening Statement Stand Out | |
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| The Ultimate Opening Statement: Definition and Goals | |
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| Always Remember: The Opening Statement Must Encourage VITO to Interrupt | |
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| Item One: The Sweetest Words in the English Language | |
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| Item Two: The Pleasantry | |
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| Item Three: The Conversational Bridge | |
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| Item Four: The Hook | |
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| Item Five: The Introductory Phrase | |
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| Item Six: The Ending Question | |
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| Putting It All Together | |
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| "That Can't Be All!" | |
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| The Toughest Question | |
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| Warning | |
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| "VITO, I Don't Know the Answer to That, But We Have People on Staff Who Do!" | |
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| Words and Phrases to Use or Adapt in a Conversation with VITO | |
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| Words and Phrases to Avoid in Your Conversation with VITO | |
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| Some Additional Hints for Phone Success | |
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| First and Last Impressions with VITO | |
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| The Gatekeepers | |
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| The Two Types of Gatekeepers | |
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| Connecting with the Executive Suite: "Standard" Gatekeepers | |
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| Connecting with the Executive Suite: VITO's Secretary or Assistant | |
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| Give the Exact Same Opening Statement You Would Give to VITO | |
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| The Fax Recovery | |
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| Ask VITO and You Shall Receive | |
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| How's It Look? | |
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| Electronic Gatekeepers | |
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| Voice Mail Messages to VITO | |
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| The Competition Is Stiff | |
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| Elements of Your Voice Mail Messages | |
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| Let's Create a Script | |
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| Your First Voice Mail Message | |
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| Voice Mail Message Number Two | |
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| Still No Return Call? | |
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| Still No Response? | |
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| The Voice Mail Message that Always Gets a Return Call | |
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| Some Additional Words and Phrases | |
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| Practice, Practice, and Practice | |
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| Some Final Tips | |
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| Sidetracked with Seymour? | |
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| The Pigeonholing Problem | |
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| The Pigeonhole Recovery Letter | |
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| What's the Goal? | |
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| The Pigeonhole Recovery Process: Protocol and Diplomacy | |
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| Before Your Manager Follows Up with VITO by Telephone or in Person... | |
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| Nailing Things Down | |
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| Meeting VITO and Keeping VITO Involved | |
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| Preparing for Your Presentation to VITO | |
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| A Word about Zones | |
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| See It, Hear It, Feel It | |
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| So What's VITO's Preference? | |
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| It's All about VITO | |
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| Delivering Your Presentation to VITO | |
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| The Value of Your Presentation | |
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| Who's Who? | |
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| Environmental Controls | |
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| Starting Your VITO Presentation | |
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| What Comes Next? | |
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| Display Tools | |
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| Should You Make a Product Demonstration? | |
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| Once You're Rolling | |
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| Dealing with Questions | |
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| One Final Word | |
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| Meeting with VITO By Phone and in Person | |
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| What's Really on VITO's Mind? | |
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| The Four Mindsets | |
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| Remember--There Are Two Categories Here | |
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| The First Few Seconds | |
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| Beyond the First Few Seconds: Opening Your Business Conversation with VITO | |
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| What Happens After I Say My Opening Statement? | |
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| "Here's What I look for in a Business Relationship, but..." | |
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| Four Rules | |
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| Never Be Late for a VITO Appointment! | |
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| Where Do You Go from Here? | |
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| Keeping VITO Involved | |
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| Keeping VITO Apprised | |
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| Loss Recovery | |
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| Win Broadcasting | |
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| Success! | |
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| Success! | |
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| Formalize the Partnership | |
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| Take Advantage of the Fact that VITO Knows You're a Damned Good Businessperson | |
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| Personalize | |
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| Do What You've Promised--and Stay Tuned | |
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| Guarantees Are Powerful--But Be Careful! | |
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| Tony's Top Ten Ways to Stay out of Legal Trouble | |
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| Some Final Thoughts on Your Current Accounts | |
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| "Come on, Tony a Sale Is a Sale. Why Make Such a Big Deal about This?" | |
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| "But I Sold Seymour on the Bells and Whistles!" | |
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| Where to Start | |
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| "What If Seymour Says I Have to Meet Someone Else First?" | |
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| "What If Seymour Says It's Impossible for Me to Get a Meeting with VITO under Any Circumstances?" | |
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| "So What Happens at This Meeting | |
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| Pick Ten Customers to Target Right Now | |
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| The Three-Legged Stool | |
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| A Brief Story for Your Further Edification | |
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| Some Common Questions | |
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| Congratulations! | |
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| It's a Marathon | |
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| Pebble-Proof Your Future in Sales | |
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| Your Prospecting Ratio | |
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| The Template of Ideal Prospects (TIP) and the Benefit Matrix | |
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| More Tips on Creating Equal Business Stature with VITO | |
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| Talk Back! | |
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| Index | |
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| About the Author | |