How can small-business owners benefit by contacting VITO?
Tony Parinello: If you’re an entrepreneur, you probably have a title that’s a VITO, so it’s like to like and that makes a whole lot of sense. You can jump through all the hoops with everybody else in the organization, but at some point in time, it’s going to go to the approver for the approval. So why not start where it’s eventually going to end? David Mattson: They’re [VITOs] not trying to save nickels, whereas managers–they get judged on their budget expenditures [VITO does not]. You also can increase your cross-sell ratio if you call the VITO. You can bundle a series of products that get set end results because the end result is important to VITO, not one or two specific products. It’s easier to go deep and wide with that relationship. Contacting VITO Entrepreneur.com: What’s the best way to first contact a VITO? Parinello: Depending on the industry, it’s probably best to have a wave of activity before you pick up the phone. Send a correspondence–be it a first-class piece of mail,
