Introduction
In the dynamic landscape of sales, achieving customer consensus is a pivotal challenge. While securing individual stakeholders' agreement is crucial, the true power lies in creating a collective "yes." This concept was explored in episode five, highlighting the significance of connecting stakeholders to one another rather than just to the salesperson. A continuation of this theme leads us to the compelling strategy of multi-threading.
Multi-threading has become a buzzword in modern sales discussions for good reason. It's the practice of skillfully navigating through a complex web of customer stakeholders and forming connections between them. This approach can be daunting, but in this blog post, we'll delve into the practical tactics of multi-threading and how to employ them effectively.
The Challenge of Multi-Threaded Sales
The challenge that sales professionals face is twofold: first, gaining entry to the conversations among various customer stakeholders, and second, facilitating a dialogue that aligns these stakeholders' perspectives. The goal is not merely to get stakeholders to converse with the salesperson but to foster conversations among themselves. This approach nurtures a unified understanding of the problem, solution, and supplier.
Step 1: Identifying the Mobilizer
A successful multi-threading strategy commences with identifying a mobilizer within the customer organization. Unlike a traditional champion, a mobilizer is someone who possesses the capacity to rally other stakeholders around a common cause. This mobilizer plays a vital role in gathering the right individuals for alignment discussions.
Step 2: Crafting Invitations with Purpose
Inviting stakeholders to participate in alignment discussions requires thoughtful communication. In an email invitation, articulate the value of the session, not just in terms of listening to a sales pitch, but as a focused discussion on a critical business topic. By highlighting the opportunity cost of participants' time, you emphasize the significance of their involvement.
The Alignment Workshop: A Tactical Approach
The heart of multi-threading lies in hosting a customer alignment workshop, also known as a stakeholder alignment workshop. This structured event serves as the forum for stakeholders to engage in collaborative conversations. Here's how it works:
1. Problem Definition: Wide Open, Narrow Down
Start the workshop by opening the floor to brainstorm all the problems the customer organization seeks to address. After gathering a comprehensive list, narrow down the focus to the problems of highest priority. This narrowing process sets the stage for alignment on shared goals.
2. Root Cause Analysis: Broaden and Refine
Shift the conversation to identifying root causes for the selected problems. Encourage participants to broaden their perspectives during this opening phase, followed by narrowing down to root causes that merit concentrated efforts. This process aligns stakeholders on the critical issues to address.
3. Solution Tactics: From Ideas to Actionable Tactics
Continue the alignment journey by discussing potential solution tactics for the identified root causes. Begin with an open brainstorming session, allowing diverse ideas to surface. Then, facilitate the process of selecting the most feasible and impactful tactics that align with the organization's objectives.
4. Metrics, Targets, and Timelines: Charting the Course
Extend the alignment workshop to metrics, targets, and timelines. This phase entails aligning stakeholders on measurable outcomes, objectives, and timeframes for implementing the chosen tactics. As you guide the conversation, the path towards collective agreement becomes clearer.
Maximizing the Workshop's Impact
Effectively orchestrating a customer alignment workshop requires a skilled facilitator. This role can be played by sales representatives, sales engineers, or value engineers, all of whom possess adept facilitation skills. For large accounts, involving a third-party facilitator can also be advantageous.
While virtual calls can serve as a platform, in-person workshops allow for more interactive engagement and deeper collaboration. The extended duration of four to five hours provides ample space for comprehensive discussions.
Conclusion: The Power of Collective Yes
The journey of multi-threading involves aligning stakeholders around shared problems, objectives, tactics, and outcomes. As you guide these discussions, your role evolves from salesperson to facilitator, nurturing collective agreement. If, in the course of the workshop, the conversation takes an unexpected turn, you gain insights into the priorities and challenges that matter most to your customers.
By mastering the art of multi-threading, you transform deals into collaborations. Your customers not only find solutions but also recognize you as the partner that enabled their alignment. Dive into this strategic approach, learn from real-world examples, and discover the true potential of customer alignment workshops.
To explore this topic further, refer to "The Challenger Customer" book, where a dedicated chapter covers the nuances of customer alignment workshops. Experiment, refine, and embrace the power of multi-threading to revolutionize your sales process. It's more than a strategy; it's a journey towards meaningful consensus.
