Multi-threaded sales is a term that gets thrown around a lot in business and sales circles, but what does it actually mean? And more importantly, how can it benefit your business?

In its simplest form, Multi-threaded sales mean pursuing multiple revenue streams simultaneously. This could involve diversifying your product offerings, targeting new markets, or expanding into new channels. The key is to have multiple irons in the fire so that if one stream dries up, you’ve got others to fall back on.

For businesses large and small alike, pursuing multiple revenue streams has become increasingly important in recent years as traditional sources of income have become less reliable.

Economic downturns have made companies more cautious about relying too heavily on any one source of revenue; instead, they are looking for ways to spread their risk and insulate themselves from potential shocks.

Multi-Threaded Sales: Benefits and Drawbacks

In a multi-threaded sales system, a salesperson can work on multiple scales at the same time. This can be helpful if the salesperson is working on a large number of sales, or if the sales are complex and require a lot of time and attention.

What is sales multi-threading?

Sales multi-threading is the deliberate and simultaneous effort to build sales conversations and relationships between your sales team and as many key decision-makers from the company (or companies) you’re trying to sell to. This way, you can ensure that your message is communicated clearly and effectively to those who need to hear it most.

In Sales Multi-Threading, your sales reps talk with different individuals involved in the decision-making process at the companies they are trying to sell to. This allows your reps to build relationships and have multiple conversations with different people at the same time, which can help them seal the deal.

In Multi-Threading, you engage more than one person at a prospective customer’s company.

In business-to-business sales, it can sometimes take 10 people (or “heads”) to make a purchase decision.

Multi-threading is becoming an increasingly important skill for sales reps to learn, as they must build a relationship with more than one decision-maker at their target company. This shift in focus from single-threaded to multi-threaded relationships requires a skill set and approach that is different from traditional but can lead to more success.

While 78% of salespeople still use the traditional single-threaded approach to selling, only 7% of companies use a multi-thread strategy.

Multi-threaded selling is more effective than single-threaded, and this guide will explain why.

This article will uncover:

Sales multi-threading is a process where sales reps reach out to multiple leads at the same time. This is in contrast to single-threading, where only one lead is contacted at a time.

Sales multi-threading has several advantages over single-threading. First, it allows sales reps to reach more leads in a shorter period of time. Second, it helps sales reps build relationships with multiple leads simultaneously, which can lead to more closed deals.

Finally, sales reps can learn from their interactions with multiple leads and optimize their sales strategies accordingly. There are several best practices for sales multi-threading.

Let’s get started.

How is this different from single-threaded sales?

In single-threaded selling, you focus your time and energy on building a relationship with your buyer. This process involves you working one on one with your client in order to understand their specific needs.

Instead of requiring the involvement of several parties, this just involves two.

Is having multiple contacts with clients better or is having one contact enough?

Multi-threading allows your sales reps to be more productive by allowing them to handle multiple conversations at once.

Sales Multi-Threading – The Benefits of Multi-Threading

Here are some reasons why you should ditch the single-thread approach and adopt a more multi-faceted sales strategy.

Sales Multi-Threading – The Single Most Significant Advantage of Sales Multi-Threading

The biggest advantage of sales multi-threading is being able to close bigger deals.

While you may be able to land some smaller deals with a single-threaded sales strategy, the big deals that require multiple decision-makers are often best left to a multi-threading sales team.

Remember that in business-to-business sales, 6-10 people are typically involved in the decision-making process.

Think about how your company closes deals and processes sales.

Who is involved in the buying process at your business? Chances are, more than one person will be involved.

While there may be one decision-maker, they typically consult with other people before making a decision—especially big decisions.

Why should your prospective clients be any different than your friends?

When you contact all or most of these key decision-makers, you increase your chances of closing a deal.

Multi-Threading Helps You Beat Turnover

No matter how much you try to avoid it, every company has to deal with employees leaving.

By having a sales team with multiple members, you can reduce the chances that an employee leaving will ruin a potential deal. By having more than one person working on a sale, you can make sure that if one of them quits, the other team members can step in and keep things moving.

The 19% annual turnover in many industries is bad news for organizations that rely on a single-thread approach to selling.

If you have only one contact with a client, the chance that this person will still be at the company in a year is pretty low.

If you’ve already spent the time to cultivate a relationship, all your hard work will be wasted when they hang up on you.

And, don’t forget, your people can leave too. So, if the only person who clients have contact with leaves, they may be left high and dry.

Multi-threading is a technique where you connect with more than one person at a prospective client so that if one person quits, the deal doesn’t leave with them.

Sales Multi-Threading Drives Improvement

By communicating with more than one stakeholder, you can gain valuable insight into any potential roadblocks and adjust your strategy appropriately. A proactive approach to sales ensures no opportunity is missed when a customer is ready to go.

Multi-threaded sales ensure no opportunity is lost once a client is interested in purchasing. It also leads to a team of salespeople who are always on the lookout for new potential clients.

Sales multi-threading best practices

Follow these best practices for closing more deals.

Before anything else, you need to do your research. Know everything there is to know about your product and your competition. The more knowledgeable you are, the easier it will be to sell.


Once you’ve done your research, it’s time to prepare for each sales call. This means having a solid understanding of what the customer wants and needs, as well as what you can offer them. By being prepared, you’ll be able to tailor your pitch and close the deal more effectively.


In addition to preparation, practice makes perfect. The more you practice your sales pitch, the better you’ll become at delivering it. This will not only make you more confident but also help you overcome any nerves or anxiety that may come up during a real sales call.


Last but not least, don’t give up! Sales is a numbers game, so the more calls you make, the higher your chances of closing a deal will be. Even if you get rejected a few times, remember that eventually, someone will say yes.

It all begins with proper research into your prospect.

Before you even start selling, it’s crucial that you research the company you’re trying to sell to. Make sure you know everything you can about them before you even think about approaching them.

When researching, be sure to identify the different parties involved in any decision-making process.

To build relationships with the stakeholders, you must first identify who they are. Then, you can ask yourself the following questions:

In order to identify stakeholders and build successful relationships, it is important to first consider the people you should reach out to.

Next, you should determine who the decision-makers are within each organization.

Then, you should understand each role’s responsibilities, as well as who influences the decisions they make. You should also be aware of the priority of each contact.

By considering all of these aspects, you will be better able to establish productive, long-term relationships with key contacts.

Salespeople are no stranger to research, but a surprising amount of salespeople don’t give it the time and attention that it requires.

When it comes to sales, building and maintaining relationships is key to success. However, many salespeople only focus on developing relationships with those who have the authority to make decisions.

While this is important, it’s also essential to create relationships across levels within an organization. By doing so, you’ll be able to gain a better understanding of the company’s needs and objectives, which will ultimately help you close more deals.

Don’t be afraid to ask for help

Many salespeople are reluctant to ask for help, thinking that it makes them look weak or incompetent. However, this couldn’t be further from the truth. Asking for help shows that you’re willing to do whatever it takes to succeed, and it can also give you access to valuable information and resources.

So next time you’re feeling stuck, don’t hesitate to reach out to your colleagues or superiors for assistance.Be prepared for objections.

Objections are a normal part of the sales process, but that doesn’t mean they should be taken lightly. In fact, failing to properly address objections can often lead to lost deals. To avoid this outcome, take the time to anticipate objections before they arise and develop strategies for addressing them effectively.

By doing so, you’ll be in a much better position to overcome any obstacle that comes your way.

The 6-10 people involved in the decision-making process for purchasing your product or service will be from different departments and levels of your company. As a result, it’s vital to create a relationship with them, as they’re the ones with the final say.

The CEOs of companies, the C-suite, and executives.

VP of Sales to VP of Marketing.

Even if you’re only talking to one person, you can still use this connection to access other people. A great way to do so is by asking them who all is involved in the decision-making process. That way, you can identify the important players and have your team get in touch with them.

Then, once you’ve found them, have your salespeople reach out and talk to them.

Now, let’s move on to our next tip.

When you’re ready to start using multiple threads, it’s important to first ensure that your team is prepared. This means having a clear understanding of the benefits and drawbacks of using multiple threads. It also means having a plan in place for how you will manage the increased complexity.

If your team is not prepared, it will be very difficult to take full advantage of the benefits of multi-threading. In fact, if not managed properly, multiple threads can actually make things more complicated and cause more problems than they solve.

So, before you start using multiple threads, sit down with your team and make sure everyone is on the same page. Once you’ve got everyone on board, you’ll be able to take full advantage of this powerful tool.

You don’t want to lose all the hard work you’ve done to a new or untrained team member, especially now that you have one foot in the door.

Before your sales team meets with a contact, make sure they have the information they need. Have them research the contact and their goals and needs. Hold weekly or monthly check-ins to make sure everyone is on track.

Have regular internal meetings with representatives and managers to keep everyone on the same page.

When you have employees who are unable to attend a meeting, it’s helpful to record it so that the rest of the team can review it.

When you’re managing a team, it’s important to be aware of what everyone is working on. This way, you can give better guidance when needed and avoid overlap in projects.

Be clear with your expectations

Your team will be more effective if they know exactly what is expected of them. When assigning tasks, make sure to be clear about deadlines and deliverables.

Encourage collaboration

Working together can help your team members learn from each other and come up with better solutions. Encourage your team to share their ideas and work together to improve the final product.

Give feedback regularly

Giving feedback is essential for helping your team members improve their performance. Make sure to give both positive and constructive feedback on a regular basis.

Organizations change, and your salespeople need to be aware of these changes.

Changes in promotions, staff, funding, and branches can all lead to a change in priorities and focus.

When you’re in the loop, you can make informed decisions that take into account any changes.

When you’re working on a big project, it’s important that you keep in touch with your point of contact. That way, you can make sure you’re using the correct information.

Also, be sure to ask for help if you need it. It’s better to have someone else help you than to have to redo something later. Lastly, make a checklist of everything you need for the project.

This will ensure that you don’t forget anything and that your project goes smoothly.

Just because you’ve gotten people higher up the chain of command doesn’t mean you should throw away the person that got you through the door.

If you ditch them, it will look like you’re only using people. And it can backfire and ruin your chances of closing the deal.

Therefore, it’s wise to keep communication lines open. What if you don’t know what to say to them?

Well, you can always keep them in the loop on any progress made or give them tips on how to get the best from your product once the deal is closed.


Overall, multi-threaded sales are a great way to optimize your revenue streams and protect your business from potential shocks. By diversifying your product offerings, targeting new markets, or expanding into new channels, you can ensure that your business has multiple sources of income to fall back on.

So if you’re looking to safeguard your business against tough times, consider pursuing multi-threaded sales!

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Editors Note:

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Justin McGill
About Author: Justin McGill
This post was generated for LeadFuze and attributed to Justin McGill, the Founder of LeadFuze.