The LinkedIn Edge

26Multi‐threading

Imagine walking into a networking event at your local chamber of commerce. Do you only talk to the first person you meet and call it a night? No, that wouldn't make any sense. Instead, you mingle, you chat with multiple folks, sharing stories and making connections.

That's multi‐threaded network building in a nutshell. It's about putting your eggs in multiple baskets, so that you avoid getting single siloed with one stakeholder within a targeted account.

Multi‐threading is about having conversations with multiple stakeholders simultaneously and going high, wide, and deep within an account. This allows you to build a more comprehensive understanding of the organization, its needs, and the various influencers involved in the buying decision.

The Benefits of Multi‐threading

In the complex dance of B2B sales, decisions aren't made in isolation. These days, on average, there are typically 11 or more stakeholders involved in important buying decisions.

This is why you must actively work to identify and talk with each person who has a “stake” in the outcome of the deal, diversifying your outreach across different contacts within an organization. By engaging multiple stakeholders, you're amplifying your chances of hitting the right note that gets the deal moving while de‐risking your position on the sales chessboard.

• Focus fast prospecting sequences on multiple stakeholders to give yourself more opportunities to open the door.
• Leverage slow prospecting strategies ...