Do you struggle with multithreading as a seller? Would you like a secret technique to help you develop relationships with decision-makers?
In this episode of "The Sales Evangelist Podcast," host Donald Kelly speaks with Spencer Muhonen on the concept of multithreading in sales and shares strategies and tactics for effectively implementing it. They provide insights based on their experience in the industry, offering valuable tips for BDRs and sellers looking to improve their pipeline and build relationships with multiple stakeholders.
Who Is Spencer Muhonen?
Spencer is a senior tenured SDR for Awardco, a SaaS company based in Provo, Utah, that focuses on employee recognition and incentives.
He shares his role and highlights the importance of targeting traditional personas in prospecting, along with key internal champions in other departments to strengthen the case for sales.
Collaborating With the Sales Department
Donald and Spencer emphasize the significance of multithreading in modern sales, as sellers must engage with multiple stakeholders throughout the buying journey.
They caution against ineffective approaches, such as cheesy sales tactics or simply blasting outreach to a list of focus accounts without a thoughtful strategy.
Spencer defines multithreading as expanding outreach beyond traditional personas and titles, reaching out to key decision-makers in various departments to build credibility and enhance the pipeline.
He explains that sales departments can be excellent sources of internal champions, as people in sales are often looking to grow their own pipelines.
Spencer highlights his willingness to have meetings with other sales professionals who approach him on LinkedIn, even knowing that he is not a decision-maker. This reciprocal approach can lead to strengthened relationships and mutual support.
Engaging With the Finance Department
Donald and Spencer further discuss other effective multithreading strategies, such as contacting the finance department.
Spencer emphasizes the importance of vendor managers and their oversight of profitability and contracts.
By connecting with finance teams during the RFIs or RFPs process, sellers can build intrigue and gain intros to C-suite members. This approach is often overlooked but can yield significant benefits.
Personalizing Your Messages
Both speakers address the issue of using the same message for multithreading prospects. Donald refers to it as "lazy selling" and asks Spencer for his approach.
Spencer suggests personalizing the messaging, taking into account the specific context and pain points of each stakeholder.
Sellers can build trust and make a stronger impact by tailoring outreach to individual needs.
Building Internal Brand Champions
Throughout the conversation, Donald and Spencer