Significantly enhance your team's effectiveness and resilience by adopting a multithreading approach in sales. So what is it? Multithreading is a strategy that involves engaging multiple contacts within a prospect organization. It is a process where you ensure a more robust connection to the account and a higher chance of closing deals.

Understanding Multithreading

Multithreading is not just about increasing the number of contacts but strategically choosing whom to connect with. This approach helps in diversifying the risk and dependency on a single contact, which can be critical if your primary contact leaves the organization or loses influence.

What are the benefits of Multithreading?

Increased Deal Security: 

By engaging with multiple stakeholders, you guard the deal against unexpected changes in your primary contact's position or priorities.

Enhanced Customer Understanding: 

Interacting with various departments and roles gives you more detailed and deeper insights into the client's needs, challenges, and decision-making processes.

Faster Sales Cycles: 

With more advocates in the company, you shorten the sales cycle by being able to navigate through their buying process more efficiently.

Resilience Against Competition:

Because of the relationships you’ve built, it becomes harder for competitors to displace your solution.

How do you implement Multithreading in Sales?

1. Identify Key Stakeholders: 

Use tools and research to map out the decision-making unit of your prospect. Look beyond the obvious choices to find influencers and potential champions. I use the Apollo extension for contact information, but there’s tons of great tools for this :).

2. Customize Your Approach: 

Tailor your communication and value proposition to the specific concerns and interests of each contact. Don’t send the same message to every contact… it’s embarrassing if someone forwards a message to another person in their organization and it’s the EXACT same.

3. Leverage Sales Intelligence Tools: 

Utilize CRM and sales intelligence tools to track engagement and gather insights that can help tailor your approach to each stakeholder. Technology these days… you can see who’s opening your emails.

4. Foster Internal Collaboration: 

Encourage your sales team to work together in identifying and engaging multiple contacts within the same organization, sharing insights and strategies for a cohesive approach.

Challenges and Solutions

While multithreading offers numerous benefits, it's not without challenges. Managing multiple relationships can be complex and time-consuming. To mitigate this, prioritize your contacts based on their influence and potential impact. Additionally, use CRM tools to keep track of interactions and maintain a consistent engagement strategy across all threads.

Conclusion

Multithreading is a powerful strategy in the modern sales playbook. By building relationships with multiple stakeholders, sales teams can increase their chances of success, deepen their understanding of the client's business, and navigate the sales process more smoothly. It requires a creative approach, but with the right tools and tactics, your team can master the art of multithreading to build lasting relationships and close more deals.