In the good times it was quite difficult to reach VITO (Very Important Top Officer). Seemed he, or she, was always so very busy.

So what’s his excuse now?

Unfortunately VITO’s even busier now. He’s lost the people he used to delegate to. Downsizing has given him two or three more jobs to do, with less budget and more time pressure than ever. So why should he talk with you?

This is our challenge: how do we make ourselves and our offerings relevant in this environment?

First, review your value proposition. What you are offering should be directly impactful in the short term to VITO’s bottom line. Really cool technology with a two year return scenario just won’t get anyone’s attention when they’re worried about making their quarterlies. The only kind of messages that are heard are ones that will lift revenue or reduce cost in the near term.

Next, research, research, research. Calls and meetings with decision makers must be well-researched and show you have paid the price of admission. Focus on quality and demonstrate you have done your homework.

Touch early and often. You need 8-10 touches, calls email, webinars, etc. to raise your visibility and become a viable resource. Don’t nag, but stay in front. Look for events and announcements that give you an inroad to problem solving.

Be more productive. Sales cycles are extending and budgets are being cut. Use social networking and online technologies that are quite good at cutting pursuit time. Broaden your focus to include more prospects.

Become your customer’s conscience. He is overwhelmed and needs to get things done. Show him he can rely on you to come through, efficiently, with targeted solutions for his problems.

Let VITO know you’ve got his back.

Jonathan Gilliam is a interim sales executive for OneAccord and is based in the Austin area. He has a deep background in business development, market analysis, opportunity development, relationship management and C-level sales. Mr. Gilliam welcomes questions at 512.775.7566 or Jonathan.Gilliam(at)OneAccordCorp.com. Jonathan also blogs at Business Developments.

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