Stop Asking “Who Else Should We Invite?”
If you want access to a senior buyer, work backwards from what they are measured on.
Multi-threading is one of the most important parts of MEDDICC, but a lot of reps approach it badly.
They know they need more stakeholders involved, so they ask:
“Is there anyone else we should invite to the next call?”
It sounds reasonable.
It is also very easy for the prospect to say no.
Multi-thread with a purpose
The goal is to understand who matters in the decision and why they would care.
In MEDDICC, two of the most important people are:
The Economic Buyer – the person with the budget and authority to make the final decision
The Champion – the person internally who supports your solution and can influence the Economic Buyer
Those should be different people. If your entire deal depends on one contact, you have a single point of failure.
Give them a reason to bring someone else in
Instead of asking whether anyone else should join, connect the next stakeholder to something the prospect already cares about.
For example:
“You mentioned Sarah owns the win-rate initiative. Would it make sense to bring her into the next call so we can show her how this implementation could impact that?”
That is much stronger than:
“Should we invite Sarah to the next meeting?”
The difference is relevance.
You are not asking for access because your sales process says you need another stakeholder. You are giving the prospect a reason why that person should care.
Use strategic priorities to move higher
If you want access to a senior buyer, work backwards from what they are measured on.
A VP of Sales might care about:
growth
win rate
rep productivity
ACV
CAC
A VP of RevOps might care about:
tech stack spend
data accuracy
consolidation
A VP of Marketing might care about:
lead conversion
ICP
messaging
acquisition efficiency
The better you understand those priorities, the easier it becomes to make the case for involving them.
Why multi-threading matters
More stakeholders reduces risk.
If one person leaves, goes quiet or loses influence, the deal does not disappear with them.
It also helps your solution get sold internally when you are not in the room.
And importantly, involving multiple people creates more commitment to the decision.
The objective is not more meetings.
It is fewer single points of failure.
A coaching exercise for this week
Pick five live deals and ask:
Do we know the Economic Buyer?
Do we have a real Champion?
Are they different people?
Why would the Economic Buyer care about this problem?
What reason have we given our contact to bring them into the conversation?
If the answer to the last question is “because we asked,” the rep probably needs a better multi-threading strategy.