90% of account executives think they get multi-threading right. They're usually wrong. Most of them do "random acts of multi-threading." Here's four multi-threading mistakes most sellers make (and what the top 10% do instead):

1. Not knowing who you want access to. IN ADVANCE.

Multi-threading starts before the first discovery call. When you get a new call booked, go find three people you'll want access to later. Connect with them on LinkedIn. Comment on their posts, if relevant. Win the battle before it starts.

2. Asking 'who else should be involved?'

This is a great way to ENCOURAGE your point of contact to become a gatekeeper. That questions practically begs them to be one. The best sellers do it different. As the call starts, they LET THEM KNOW (with extreme tact) they are in contact with others in their organization. This sets the right precedent.

3. Organizing group demos.

Not that group demos are bad per se. But most salespeople think they are "multi-threaded" just because they had a group meeting. They're not. As 👩🏻‍🏫 Krysten Conner points out, that's not multi-threading. Instead, being multi-threading is about "being single-threaded with multiple people." Big difference.

4. Hitting "reply all" on email threads.

When you get connected with multiple people, the easiest way to get ghosted (by all of them) is group email threads. When you send (or reply) an email to multiple people, they all assume someone else will reply. So they ignore you. Instead, send an individual to each individual. It forces the reply.