Multi-Threading: Sales Advantage

There is no escaping the truth that selling is getting more competitive. So, finding that 'something' that gives you the edge over your competitors is valuable.

Good news! That 'something' is MULTI-THREADING!

In the dynamic world of professional relationships, the importance of building a robust network within your team cannot be overstated. While it might be tempting to rely on a single champion, the smart move is to embrace multithreading – a strategy that sets top performers apart from the rest.

So, what is multi-threading, why does it matter, and how you can implement it to enhance your sales game?

What is Multi-Threading?

In essence, multi-threading is about cultivating multiple relationships within one account. It goes beyond merely convincing the buying committee to approve your product or service; it involves proactively seeking out new connections within an account. Why does it matter? The risks of depending on a sole champion are significant, with 86% of reps reporting lost or delayed deals due to champion turnover.

The Multi-Threading Advantage

In contrast, sellers adopting multi-threading experience tangible benefits. According to LinkedIn research, Sales Navigator users connecting to at least four people at an account are 16% more likely to close a deal with that company. Top performers, achieving 150% of quota or more, were 13% more likely to multi-thread. It's not just about retaining accounts; multi-threading leads to more significant deals, takes advantage of diverse perspectives and budget allocations.

Unlocking Multi-Threading with Sales Navigator

Now, let's get practical. Here's a guide for Sales Navigator users to identify and build relationships with multiple champions:

Step #1: Set up your Personas

Define target personas based on function, seniority, title, and geography on your Sales Navigator homepage.

Step #2: Deploy Relationship Explorer

Utilise Sales Navigator's Relationship Explorer to identify up to eight relevant individuals within an account for deeper multi-threading.

Step #3: Save Leads

Save potential champions within an account, including, decision-makers, influencers, or champions, and seek recommendations from your existing contacts.

Step #4: Map the Account

Use the Account Map tab to categorise leads into tiers (execs, management, individual contributors) and customise for effective collaboration.

Building Relationships Without Alienation

Creating relationships with additional champions without alienating your initial contact requires finesse. Top sellers understand and excel in this by:

1. Delivering Tangible Value - Focus on understanding customer needs and providing tangible value to build trust and credibility.

2. Embracing Inclusivity - Recognise that exclusivity is not the goal; involve multiple people early in the buying process and discuss it openly.

3. Reciprocity and Gratitude - Treat relationships as a two-way street, offering support before seeking favours, and expressing gratitude for assistance.

Bonus Tip: Identify "Uncommon Commonalities"

Spotting shared unique experiences makes relationship-building easier. Find and use these "uncommon commonalities" as conversation starters.

Tactical Insights for Multithreading Success

Top sellers employ various tactics for multi-threading success:

1. Focus on Delivering Value First - Share valuable content before pitching to build credibility and create interest.

2. Connect the Problem to Company-Wide Initiatives - Relate your champion's problem to broader company issues to establish relevance and gain access to key decision-makers.

3. Make It Simple for Your Champion - Provide a pre-written introduction email to make it easy for your champion to connect you with other potential champions.

4. Pre and Post-Demo Engagement - Send emails both before and after demos/presentations to keep new champions engaged and interested in your solution.

In Conclusion

The data and logic are clear : multi-threading leads to increased opportunities, more secure deals and larger sales. Remember, 86% of reps faced issues due to champion turnover.

LinkedIn Sales Navigator equips you with the tools; now, it's up to you to strategically build and maintain relationships within your accounts

If you're not multi-threading, your competition likely is, closing more deals as a result. Adapt, embrace multi-threading, and watch your deals grow and prosper.

If you need help leveraging Sales Navigator to increase sales opportunities then book a free consultation today: BOOK A CALL