Article · 11 min read

Multithreading in Sales: The B2B Selling Framework

Jessica Hitchcock · Highspot Free Intermediate

A seven-step method for building relationships beyond one contact. It is written for new deals but the mechanics are identical for protecting and expanding a renewal.

  • In the older enterprise sale, a single contact could carry you 80 to 90 percent of the way to close; now there are a dozen people involved.
  • Map five stakeholder roles on every deal: economic buyer, technical evaluator, end user, procurement, and executive.
  • Multithreading is not one extra call, it is multiple conversations with multiple contacts across weeks or months.
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It answers 6 questions

  1. How do I run a QBR that the customer does not find a waste of time?
  2. How do I run an upsell conversation without sounding like I am shaking them down?
  3. My champion at a big account just left. What do I do?
  4. Every deal seems to have five people in it. Who actually signs, and who am I wasting time on?
  5. What separates a best-in-class QBR from a status update?
  6. How do the best teams expand beyond the first team that bought?

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