Salespeople often get caught up in the idea that winning over executives is the key to closing deals. However, focusing only on the top of the decision-making chain can leave you vulnerable to stalling or losing momentum. Effective multithreading means engaging a variety of stakeholders across different levels of an organisation to derisk the buying process. Here are 15 common mistakes salespeople make when multithreading—and how to fix them.
1. Ignoring the Below-the-Line (BTL) Influencers
Underestimating the influence of those below the executive level can be a costly mistake. Often, these individuals have significant input into the decision-making process. Treat them with the respect they deserve—they can be some of your strongest allies in getting the deal over the line.
2. Sticking to One ‘Main Contact’ as the Sole Champion
Just because someone is your main point of contact doesn’t mean they automatically become your champion. Not everyone can be a true advocate for your solution. Keep digging until you find someone who can actively champion your product internally.
3. Overlooking the Power of a Second Champion
It’s great to have one champion, but why stop there? Finding a second champion who can advocate for your solution adds more weight behind your deal and ensures you have multiple people pushing for success.
4. Confusing Access with Influence
Having ten people on a Zoom call doesn’t mean you’ve successfully multithreaded. Access doesn’t equal influence. Your job is to turn those contacts into evangelists who can push your solution forward.
5. Insisting Everyone Joins Every Call
Trying to have all key stakeholders on every call can dilute your impact. Separate threads allow you to have focused conversations, listen more intently, and build stronger connections with each stakeholder.
6. Limiting Yourself to One Communication Channel
Maximise your influence by switching between communication channels—text, LinkedIn DMs, email, and deal rooms. Different channels can help you reach different stakeholders more effectively and keep the conversation moving forward.
7. Not Recommending Who to Involve
Many buyers aren’t sure who needs to be involved in the buying process, which can lead to delays or the wrong people being looped in. Don’t wait for them to figure it out—guide them by recommending who should be involved at each stage.
8. Failing to Ask for Additional Meetings
Don’t let the fear of breaking rapport stop you from pushing the deal forward. If you think meeting a particular person will help, explain why and ask for that meeting. Your buyer may appreciate the initiative and guidance.
9. Hesitating to Do Additional Outreach
Worrying about overstepping can sometimes prevent AEs from reaching out to other stakeholders. But the bigger risk is sticking with someone who can’t make decisions or push the deal forward. Strike a balance—don’t be afraid to reach out to others when necessary.
10. Overdoing Cold Outreach During Active Deals
If you’re sending cold emails to new contacts during an active deal, you’re likely burning bridges. Always try to work with your champion first and involve them in outreach to other stakeholders, rather than going it alone.
11. Avoiding Internal Support for Outreach
Don’t hesitate to involve senior leaders in your outreach. Ghostwritten emails from CEOs or VPs can open doors that might otherwise remain closed. Make this part of your process when trying to engage higher-level decision-makers.
12. Not Using Title Matching
Executives are more likely to agree to meetings when their peers are involved. Use title matching to your advantage—if you want access to a senior stakeholder, loop in someone from your team with a similar title to increase your chances of success.
13. Trying to Close Complex Deals Solo
Lone wolves rarely succeed in complex sales. For difficult deals, build a deal team that can help you navigate complex requests, strategy, and internal roadblocks. Collaboration within your team can significantly improve your chances of closing.
14. Multithreading with ‘Commission Breath’
If it’s clear that you’re only interested in getting to power to close the deal, you’ll alienate stakeholders. Instead, focus on being a supportive partner to your champion, helping them navigate the buying process. Authenticity is key.
15. Obsessing Over Executives
It’s easy to fixate on getting meetings with top-level executives, but they might not be the ones driving the deal. Sometimes, the executives are too busy to be champions, and the real work is happening elsewhere in the organisation. Don’t ignore the wider team—they could hold the key to your deal.
The Takeaway
Multithreading isn’t about filling up Zoom calls or sending cold outreach to anyone with a relevant job title. It’s a strategic process designed to reduce risk in the buying journey by expanding your reach and influence. By avoiding these common mistakes, you can improve your chances of success, create more advocates for your solution, and ultimately, close more deals.
Maximise access, build influence, and support your buyers—and the quota will follow.
