AI Coach: find and fix deal issues before they result in closed-lost using AI


How to Improve Deal Conversion with Multithreading

12 min
Average Score

Donald Kelly

Founder and The Chief Sales Evangelist

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In the world of enterprise sales, one common mistake that many sales reps and account executives make is putting all their eggs in one basket. This often stems from a fear of stepping on toes or hurting people's feelings, but it can lead to catastrophic consequences for deals. In this session, we'll explore the concept of multi-threading in sales, why it's essential, and most importantly, how to do it effectively.

 What is Multi-Threading in Sales?

Multi-threading is a term used to describe the practice of liaising with multiple stakeholders and executive sponsors within an organization during the sales process. It's a strategy that involves engaging with various decision-makers to ensure that your deal stays on track, moves swiftly, and ultimately closes successfully. Research has shown that the average number of buyers involved in a complex B2B buying decision is around 6.7, making multi-threading a crucial tactic for modern sales professionals.

Multi-threading might seem counter-intuitive, as it involves bringing more people into the buying process. However, it can significantly increase your chances of closing a deal successfully. Here's why:

 1. Risk Diversification

By involving multiple executive sponsors, you reduce the risk for each individual. No one executive sponsor feels alone in the acquisition, and the responsibility is shared among peers from different departments. This shared responsibility can motivate them to see the deal through, even if one sponsor drops out.

 2. Budget Distribution

When you have multiple executive sponsors, they can split the budget or allocate resources from different budgets. This can lead to a pleasant surprise for buyers when they realize the cost is lower than anticipated, motivating them to move forward with the deal.

 3. Building Consensus

In complex B2B sales, achieving consensus among stakeholders is crucial. Multi-threading allows you to build consensus among various stakeholders, making it less likely for someone to derail the deal. When one sponsor drops out, others are still invested in its success.

 How to Multi-Thread Effectively

Effective multi-threading involves tact and diplomacy to ensure that you're not seen as trying to go around or step on the toes of the original executive sponsor. Here's how to do it:

 1. Seek Permission

Ask for permission from the original executive sponsor to engage with other stakeholders. Explain that you want to help them make the right decision by gathering diverse perspectives within their organization.

 2. Demonstrate Value

Highlight how involving multiple stakeholders can benefit the buyer, such as providing a more comprehensive business case and reducing the perceived risk of the purchase.

Find out steps 3 and 4 in this session.

 5. Manage Expectations

Clearly communicate the roles and responsibilities of each stakeholder to prevent conflicts and ensure a smooth decision-making process.

To delve even deeper into the art of multi-threading and its role in successful enterprise sales, check out the video session with sales enablement expert Amy Rajoycik. In this insightful discussion, Amy shares valuable insights, real-world examples, and actionable strategies that can transform your approach to complex B2B sales.

By watching this session, you'll gain a deeper understanding of how multi-threading can revolutionize your sales strategy and increase your success rate in enterprise deals.

Don't miss this opportunity to master the art of multi-threading and take your enterprise sales career to new heights. Remember, in the ever-evolving landscape of enterprise sales, the ability to effectively multi-thread can be the key to unlocking your full potential as a sales professional. So, embrace this strategy, diversify your approach, and watch your success soar.

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