Most reps multithread like they’re CC’ing a funeral invite. They send the same
generic "Checking in" note to five different people.
The result? Diffusion of Responsibility. The VP thinks the
Director will answer. The Director thinks the Manager has it. Nobody replies.
We took a stalled $250k deal and revived it by turning a "Company Thread" into
a "Strategic Web."
❌ THE BEFORE: The "Copy-Paste" Disaster
A rep sends this to the VP of Sales, the Head of Ops, and a Sales Manager:
"Hi [Name], reaching out because we help sales teams like yours hit quota.
I sent a note to your colleague [Name], but haven't heard back. Would love to
chat."
Why it fails: It’s lazy.
- It creates "internal noise" without "internal value."
- It makes you look like a pest, not a partner.
✅ THE AFTER: The "Surgical Hub" Method
We don’t send the same message. We send interlocking insights.
Each email is a piece of a puzzle that only makes sense if they talk to each
other.
Email 1 (To the Manager - The "Ground Truth"):
"Hey [Name], noticed your reps are manually logging [X], must be a 5hr/week
drag. Is that the biggest bottleneck on the floor right now?"
Email 2 (To the VP - The "Economic Impact"):
"VP, Sent a note to [Manager] regarding the manual [X] lag. If that's
hitting all 20 reps, you're losing ~100 selling hours a week. Worth a look, or
is that acceptable for Q1?"
Email 3 (To the Head of Ops - The "Systemic Fix"):
"Ops, Told [VP] we’re looking at the [X] logging leak. Usually, this is a
CRM architecture issue, not a rep issue. I have the map for how [Competitor]
automated this. Want it?"
The Tactical Framework: The "Inside-Out" Blitz
-
The Anchor: Find a frontline pain point (Manager level).
-
The Wedge: Reference that specific pain to the
Executive, but tie it to Revenue/Loss.
-
The Ghost Mention: Mention you’re already talking to the
other stakeholders.
Now, the important:
- Effect: They feel "out of the loop." Fear of Missing Out (FOMO) kicks in.
They start Slacking each other: "Who is this Niepodam seller? Seems to
know our numbers."
The Result:
A team I coached used this on a "Ghosted" Enterprise account. Within 24 hours,
the VP replied: "Just saw your note to my Ops Lead. Let’s jump on a call on
Thursday. You hit a nerve."
Win rate on multithreaded deals is 3x higher than single-threaded ones. But
only if you stop being a "checker-in" and start being a "dot-connector."
Alan "Modern Seller" Ruchtein.
Act like +1000 heroes:
|
