The art of outreach: high-impact communication

 When we think about B2B sales, we think of complex deals, lengthy negotiations, and multiple stakeholders. However, at the core of every successful deal is the ability to capture the attention of key decision-makers—the high-level executives who have urgent needs and the power to say yes.  

These Very Important Top Officers (VITOs) are busy, sceptical, and inundated with messages every day. So, how do we cut through the noise? It starts with well-researched, personalised, and compelling communication. 

Anthony Parinello coined the term VITO in 1995 - creating his own brand, Selling to VITO™, the Very Important Top Officer. He emphasises that VITO, typically the ultimate decision-maker in an organisation, is primarily concerned with increasing revenue, reducing costs, and mitigating risks. All aligned to MEDDIC/MEDDPICC! 

By understanding these priorities and building a direct relationship, sales professionals can effectively engage with VITO and increase their chances of closing deals. 

 Jump to section: 

• Why VITO outreach matters
• The foundation of great Economic buyer or VITO outreach: RESEARCH!
• Making outreach standout: PERSONALISATION
• Crafting a compelling message: VITO MESSAGING
• Refining outreach for better results: TEST

Why VITO outreach matters 

Engaging directly with VITOs (or Economic buyers) can be a game-changer. These executives control budgets, set priorities, and drive strategic decisions; they have the power to say yes or no to your sales pitch. When outreach is done right, it can: 

• Accelerate the sales process by out-manoeuvring gatekeepers. 
• Improve conversion rates through tailored messaging. 
• Build lasting relationships that lead to long-term business partnerships. 

Aligning this approach with the MEDDPICC framework, particularly focusing on the Economic buyer and Decision process, can further enhance its effectiveness. Identifying the Economic buyer ensures that you are engaging with the person who has the ultimate authority to make purchasing decisions. Understanding the Decision process helps map out the steps involved in the decision-making process, including approvals and evaluations. 

The foundation of great Economic buyer or VITO outreach: RESEARCH! 

Successful outreach starts before the message is even written. Understanding a VITO’s business, challenges, and interests is essential for crafting messages that resonate. Reviewing their LinkedIn profile can reveal key insights, such as recent posts, shared connections, and career milestones. Studying their company’s strategic goals in annual reports, industry trends, and recent news helps frame the message in a way that aligns with their priorities. 

To craft a relevant message: 

• Review industry trends to understand what challenges they might be facing. 
• Look for common connections that can serve as a warm introduction. 
• Identify pain points such as revenue growth, operational efficiency, or digital transformation. 
• Use their language ensure all outreach uses the company's language where found. 

Making outreach stand out: PERSONALISATION 

With research in hand, the next step is crafting a relevant and valuable message. Generic outreach gets ignored. Using the VITO’s name, role and language immediately personalises the message.  

Referencing their company’s initiatives or acknowledging recent developments demonstrates awareness and relevance. If there are common connections or shared interests, mentioning them early can help establish trust and credibility. 

Crafting a compelling message: VITO MESSAGING 

A well-structured message should be concise, engaging, and valuable. The first battle is getting the email opened, so a specific subject line such as "[VITO’s Company]’s Growth Strategy – A Proven Approach" stands out more than a generic “Quick Chat?” 

To ensure effectiveness, include: 

• A strong hook – A compelling customer value statistic, company-specific insight, or reference to a recent achievement. 
• A clear value proposition – Focus on measurable outcomes rather than product features. 
• Social proof – Case studies, testimonials, or well-known client references to reinforce credibility. 
• A simple call to action – Make it easy for them to respond, such as scheduling a 15-minute call. 

Ensure the call to action is a small ask – the less overhead, the more likely a busy executive is to agree to your ask – especially if it’s specific and no decision making is required. 

It is worth noting in our recent interview with Angela Cretu, ex-CEO of Avon, Angela talked to how a sales rep got in her busy diary using VITO messaging. 

Refining outreach for better results: TEST 

Outreach is never a one-size-fits-all process. Continuous testing and optimisation are key to improving results. If emails aren’t being opened, subject lines may need adjusting. Message content might need refinement if responses aren’t leading to meaningful conversations. 

Key areas to test: 

• Different subject lines to improve open rates. 
• Messaging variations to see which resonates best. 
• Calls to action to determine what generates the most responses. 

Bringing it all together 

Effective VITO outreach is an art and a science. It requires research, personalisation, and continuous refinement. By crafting messages that are relevant, concise, and results-driven, you can cut through the noise and capture the attention of top decision-makers. 

_{Reference: Parinello, Anthony. Getting to VITO (The Very Important Top Officer): 10 Steps to VITO's Office. Amazon.com, 2005.}

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