Summary

Multi-threading in sales is the practice of building relationships with multiple decision makers and influencers within a target account. It is crucial in today's complex B2B landscape where the average deal involves 7 to 11 stakeholders. Single-threaded deals are risky because while you focus on one champion, other stakeholders may raise objections or not see the value in your solution. The first step in multi-threading is identifying key stakeholders through stakeholder mapping. Engaging stakeholders effectively involves tailoring your approach for each stakeholder and empowering your champion. Technology, such as digital sales rooms, buyer intent analytics, and mutual action plans, can supercharge multi-threading efforts.

Takeaways

• Multi-threading is essential in B2B sales as deals involve multiple stakeholders.

• Identify key stakeholders through stakeholder mapping and engage them effectively.
• Tailor your approach for each stakeholder and empower your champion.
• Leverage technology like digital sales rooms, buyer intent analytics, and mutual action plans to enhance multi-threading efforts.

Chapters

00:00 Introduction to Multi-threading in Sales

01:03 The Risks of Single-threaded Deals

03:18 Identifying Key Stakeholders

04:13 Engaging Stakeholders Effectively

06:09 Supercharging Multi-threading with Technology

08:06 Conclusion and Homework