Multi-threading for Sales Outreach: Aiming High and Navigating Beyond Your Core Contact. How are you strategically planning who best to cross-pollinate at your account based on current dynamics? We all talk about aiming high but how many actually do this and what you should ask for when you do? It’s one thing to force yourself to prospect additional contacts, it’s another to be effective in getting them to respond. We all struggle with how to best navigate around a “core contact” - this presentation discuss some tactical approaches to effectively accomplish this.

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Multi-threading for Sales Outreach:
Aiming High and
Navigating Beyond Your
Core Contact
Annie Matthews

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• “Multi-threaded” used to define any account where
Sales has over 6 connections within an account
• They analyzed over 600,000 sales opportunities
across LinkedIn’s database and found:
o 78% of deals had 0-1 connections
o Only 7% were “multi-threaded”
What is multi-threading?
SourceL LinkedIn Sales Blog https://business.linkedin.com/sales-solutions/blog/sales-leaders/2017/02/relationships-matter-even-more-than-you-realize
Ask yourself: How many of my current open
opportunities are considered “multi-threaded”?
?

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1. Practice makes perfect –
be consistent with communication
2. Avoid asking permission
3. Don’t let agencies create hurdles
4. When stuck, leverage your
resources
• Leverage your team
• Leverage senior management
• Socially engage before you take action
Tips that go without saying
“Use your first contact to
get introduction to
others. Don’t do it in the
name of your deal, but
do it as a means of
sharing new ideas, best
practices or other value-
added information.”
—Matt Heinz

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Truly incorporating your impact within a vendor’s organization
Multi-threading doesn’t exclusively work post-sale – it works throughout the cycle
Prospecting
Pre-sales pitching
Campaign kick-off
Post-sale
execution/performance

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Ways to communicate throughout the buying cycle
What you do Example & Tips Why it matters
Direct Communication Reference introduction
• Set expectations up front –
avoid getting stuck
• The more you show them you
know them (and their systems)
the better
• Giving with consistency goes a
long way before you try to take
• Trust the materials are
consumed and help establish a
perception
Gentle reminders Connect the dots so others gain value –
share the existing partnership and where
they could fit in
Soft personalized
touches
• Establish value in case it was missed
• Executive level – Extend your
appreciation of the partnership

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Thank you.
Annie Matthews
VP of Sales