SPECIAL REPORT VARIABLE DATA PRINTING -- Do You Know VITO?

In 1995, Parinello coined the phrase VITO, for Very Important Top Officer, and wrote his first of six best-selling books, "Selling to VITO."

More than one million books later, San Diego-based Parinello has trained 1.5 million salespeople including employees at 65 of the Fortune 100 companies, and given close to 1,800 speeches. The focus? How to get appointments with and sell to difficult-to-reach company CEOs, presidents and owners—executives that he calls VITO (the Very Important Top Officer).