Ever hear of modern Multithreading sales?

Weve all heard about diversity recently.

So I thought it would be a good idea to share some of the best tactics for diverse hiring.

I’m going to give you the no-nonsense, straight up advice on how you can start multi-threading your deals today.

But wait, what does multithreading sales deal mean?

When I first began selling, it was all about getting my team involved. They were the ones who helped me close deals and they saw how much work went into each one.

Its not enough to have a single champion. You need someone who can work with other people.

What is a multithreading sales deal?

Multi-threading a deal means involving as many relevant people from your organization with those at the company youre prospecting. You get multiple people in touch to make sure that all aspects of the sale are completed.

Director to Director.

VP to VP.

C-suite to C-suite.

When Im hiring, I want to find people who are already at the same level as me.

Why go for modern multithreading Sales?

Without teamwork, you wont be able to do any of your bigger deals. I can give you some statistics on how many successful salespeople involve 8-10 people.

But, I want to focus on this topic. (If you are interested in the other one, here is a link).

Instead, do this exercise:

Do you think one salesperson can sell to your company alone?

No? Exactly.

Lets start with the tactics.


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀

Multithreading Sales Phase 1: It Starts with Discovery

When you don’t understand what someone’s day-to-day work is like, it can be tough to find out who else they report to.

I have to remind myself that it’s important not just to focus on the big picture, but also what I need to do today.

If your solution is the last thing on their list of priorities, you’re doing pretty well.

I’ll share with you an approach to running a discovery call that I learned from my mentor.

#1: Do your multi threaded meaning homework

Here are some things you need to know when researching a company: -Company size and location -What the company does, its products, or services. You can find this information on Google (or other search engine) by typing in company name + about us. -The market share of the specific industry it operates in. This is also easily found with a quick internet search for any publicly traded companies that may be competing within your desired field and type of work.-You want to make sure they have enough customers so that there isn’t too much competition between employees at their workplace.

  • Who else should be involved in the process?
  • What does the company do?
  • It is important to know who the competitors are and if any of them have already been customers.

10 minutes for smaller deals, but hours when it’s a larger deal.

#2: Set the agenda

Heres a blurb you can use:

Ive seen that you all are focused on X and Y, but I want to understand the specific nuances of COVID. We do a lot of work with so it would be great if we could talk about Outreach first before moving onto other topics. If this doesnt make sense for your organization, let me know now and we can move on to something else. Does that sound like an okay plan?

#3: Understand different roles and responsibilities of the individual

This is an example of a question that could be asked after reading this article: “What are some ways to recruit for diversity?”

I work with many people who focus on X and Y to lead the agenda, so Im curious what your top two priorities are as a person.

#4: Understand the different roles and responsibilities of the department

Once you have gone through the individual priorities, ask about their wants and needs.

Thanks! If I understand correctly, your top two priorities are X and Y. Typically the CEO would want to know A and B if they came in today. What would you say?

#5: Get into the tactics

I usually only discuss the prospects priorities with them after I understand their needs. If you don’t, Lily will push you off to Henry.

Heres the steps you should take:

Lily, I now understand your priorities are X and Y. What will you be doing to handle these items?

#6: Ask for next steps

This is the first step to your new career.

It’s important to know who is involved in the deal so you can be prepared.

Say something like this:

Lily, I enjoyed the conversation today. Marketing usually gets involved because they see how XYZ will be valuable for your company.

You have to tell them the truth.

Multithreading Sales Phase 2: Drive the Proper Demo Conversations

I advised you to get a little lucky, and if that happened the person on your discovery call brought in some other stakeholders.

If Lily, the VP of Sales brought in Sally and Joe to be VPs for marketing and sales operations, it has a lot more potential.

But what do you have to show for your efforts?

#1: Set the agenda

This will all look familiar.

It’s important to take this conversation and turn it into another one.

Steal this:

I want to understand what you guys do, and how we can work together. Lets start with a quick overview of your company – then I’ll dive into outreach.

It seems like this is something youve seen before.

The key is mentioning that part of the process includes connecting them to people in your organization who are at their level. They’ll appreciate it, I guarantee.

Now youll have 3 VPs on your team, and they will be in contact with the same number of colleagues at a new company.

I found that I needed to be more careful with my approach when hiring Directors or Managers. As a result, it was important for me to do some research on what their expectations were in order to find the best fit.

#2: Set up next steps

I have a lot of connections in this industry. I know people all over the place.

At the end of your pitch, you want to reiterate that you will connect each VP with their counterpart at your company.

Say something like this:

I like the idea of having a conversation with you all today. Joe, typically I connect my VP of Sales Ops with people who prioritize XYZ. Sally, typically I connect my VP of Marketing with leaders who focus on ABC.

Multithreading Sales Phase 3: Prep the VPs for the Conversation

Two primary steps, here:

  • When you speak to each person, make sure they pass along their priorities.
  • Make sure that your VP sets up the next step with the prospective VP.

Have them also set next steps:

I spoke to a VP and they said that typically after conversations like this, the person Im speaking with will want me to follow up on some of their thoughts.

Now, at the very least you have some idea of what to expect when things go wrong later in a deal and your VP needs to reach out.

Rinse and repeat the process to make it your own.

Before we go, one last thing.

Common Modern Multithreading Mistakes

Starting the process too late

The most common mistake I see is people trying to multi-thread when the deal is going down hill. It never works, and it makes you look dumb in front of your prospects.

To start the process, its important to first do research.

Not connecting people at similar levels

Its best not to deal with relationships and connections on your own. Avoid connecting a VP with a Director because VPs want to speak with other VPs.

Conversation stops after champions bring in others

A lot of companies say they want to be diverse, but what I don’t like is that their champion might just speak with them in a group setting. The goal should really be for the champion to set up 1:1 conversations.

Just because you were on one demo with the other stakeholders does not mean that you are multi-threaded.

Not taking time to understand business priorities

This ones the biggest.

If you dont understand the priority of solving business problems, your VP will fail in conversation with prospective VPs.

Not knowing when to move on

VP of XYZ says they dont have a diversity problem. I know I’m not the only one who has been frustrated with trying to paraphrase something and coming up short, so here’s an example: From “When you first begin hiring salespeople,” I thought base pay plus commissions and bonuses would be enough motivation for them.” With my first salespeople, I made the mistake of constantly testing pay and commission structure.

VP of XYZ is not impressed with the problem you solve.

The VP of XYZ thinks that the business is over licensed for software.

If one person doesnt have a priority around what you solve, move on to the next. If its not something they find valuable themselves, then their connections won’t be likely to introduce you or want your input.

You made it!

This is just a starting point.

Try to find your own take on the theme. Add your style and flair, then email me if you think it works: Andrew Mewborn at Outreach.io


Need Help Automating Your Sales Prospecting Process?

LeadFuze gives you all the data you need to find ideal leads, including full contact information.

Go through a variety of filters to zero in on the leads you want to reach. This is crazy specific, but you could find all the people that match the following: 

  • A company in the Financial Services or Banking industry
  • Who have more than 10 employees
  • That spend money on Adwords
  • Who use Hubspot
  • Who currently have job openings for marketing help
  • With the role of HR Manager
  • That has only been in this role for less than 1 year
Just to give you an idea. 😀
Editors Note:

Want to help contribute to future articles? Have data-backed and tactical advice to share? I’d love to hear from you!

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Justin McGill
About Author: Justin McGill
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