If your version of multi-threading is asking for more names at the end of a Discovery call, you’re doing it wrong.
You’re setting up that first contact to be a gatekeeper at best. Blocker at worst.
After 5 years as an Enterprise AE, I can tell you 3 multi-threading tactics that’ll get you better results.
Here they are, in order:
Multi-threading Before 1st Meeting
Many times our first meeting will not be with the Decision Maker. They usually delegate this first meeting.
So before the meeting, I set the expectation that I will keep them in the loop.
And that I will be brief about it. ~50 words.
If they have to scroll to read it on their phone, I’m doing it wrong.
This sounds like:
“Your colleague scheduled a meeting with me, and I thought you might like to join.
Execs aren’t always involved in every step of the process, but some are curious to learn about [problem I solve].
Any interest in joining the chat? No worries if not. Will keep you in the loop as things progress.”
Keeping Contacts from being Blockers
Sometimes the first person we get a meeting with wants to serve as a gatekeeper to execs.
This is mostly well-intentioned.
We just need to lay the foundation right up front that we will not be single-threaded in their organization.
This sets expectations and prevents later heartburn for us.
This sounds like:
“Great to connect today. We’re reaching out to (or talking with, if true) several folks in your company.
Specifically Exec A in Sales, Exec B in Marketing, and Exec C in Ops.
Looking forward to this conversation today to understand your world a bit better.”
Post-meeting Communication with Execs
This builds credibility because I’m meeting the expectation I set for keeping them in the loop.
Still briefly.
This sounds like:
“Just had a great chat with your colleague Jane Smith. We talked about [problem your persona faces that we solve].
Most executives I talk to aren’t involved with every step of the evaluation but want to be kept in the loop. Attached is a short overview to bring you up to speed.
Also – wanted to invite you to future calls if you’d like to join?”
And then we rinse / repeat throughout the evaluation.
A brief recap to Execs for every meeting we have.
With a short reminder of how this impacts them.
Every meeting.
Whether they attend or not.
This builds credibility, keeps us top of mind & reduces friction for them.
These 3 are very simple in concept.
Consistent execution is the key.