Book Review: “Selling To Vito the Very Important Top Officer” – Anthony Parinello

Delivery: 7

Anthony Parinello is a master trainer and salesman. He attributes all of his success to a turning point in his career. This moment is when he decided to start at the top of the food chain with “VITO”. He developed a system that will get you meeting with the top people in an organization and aid you in developing lasting relationships.“Selling To Vito” might be the worst name in history for a book, but what Parinello lacks in witty phrase turning; he quickly makes up for in compelling ideas with strong messaging to back it up. This is another top of the read list for anyone with the courage to heed his advice.A few minor complaints:

1. He likes to coin phrases and name his prospects a little too often. He dilutes his message a bit with the touch of cheese and his 1980’s style vernacular. This will quickly turn off the young sales reader, and it will be a shame for his concept and messages are pure.

2. There is not enough “story” in the writing. It is a bit too much system and not enough substance. Again, this makes it hard to keep turning the pages. If I could make one suggestion to a legend of the circuit, and it is pretty ballsy of me to critique a master, but since this is a review I have to speak from the heart. My suggestion would be to add more tales of success that utilize the process and remove a bit of the spoon fed instructions. At times it feels a bit insulting.

3. While the baby boomers are still in power, they are slowly starting to retire. When the 60’s and 70’s babies start take control of the corporate world, the electronic real time super highway reality of life will eliminate his mailing methods. My generation is plugged in, and it will take talented e-mails that are permitted to get through to make your point. While communication is getting more and more immediate, it is also getting harder to get messages through the gateway. While Parinello will probably attest that this is why to send a printed letter, I can assure you that my colleagues trash every letter we get. Personally, if it is not a bill or a check, my mail is meaningless and gets filed in the cylinder.To any young readers out there, I recommend fighting your way through these potential read stoppers and get through to the substance of this book. Find ways to get your message to the top.

Concept: 8

Parinello’s methods are not exactly original, but what he does is create an easy to follow system that will work for anyone with the smarts and guts to do it. My only concern with his concept is how little he stresses the ability to collaborate with groups. I believe when you are working with the top people, it is imperative to work every contact to the north, south, east, and west. He mentions many times how “VITO” has his trusted advisers, but never suggests using them as partners as well.He defines the technical members of the team as burdens to the sales cycle. There is a disdain and trust of these members of “VITO”’s team. I think there is some truth in his opinions, and heeding his advice will serve you well. I would only add that if you develop ways to maximize your relationship with everyone in an organization, you will only continue to prosper.This one point aside, Parinello’s concepts are spot on.

Message: 10

Listen to the man and adopt a strategy that gets you to the top of the corporate hierarchy. Parinello is absolutely, ABSOLUTELY, 100% COMPLETELY AND UTTERLY CORRECT when he says that this will speed up the hierarchy and win you bigger and better sales. It will also speed up the “No” process by eliminating endless time chasing deals that were never there, or you never had a chance of winning. My favorite point that he makes is one of my favorite mantras (My quote):“A Sales Champion does not close deals, but opens the door to long term relationships.”He states this many times in his book and every time it made me smile. He had a quote that, may be my new favorite. It speaks to the work ethic of a Sales Champions:“If you want to win all the awards and enjoy the prestige and commission checks that it brings, then begin to do your sales work part-time; start working half-days. That’s right just pick twelve hours each and every day and work ‘em.”

Overall score: 8

Anthony Parinello does not need me to tell him he wrote a good book. I present this review to all of you that are struggling to get past the influencers and evaluators in the market. Jump start your career by reading this book and using some of his methods. The biggest point he makes, and one that you have to embrace to succeed is that you can establish equal business stature with top officers by speaking their language and understanding their needs. Give them benefits and they will give you business.

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