One of the easiest ways to lose a good deal: Only knowing one person at the account. Your champion takes the meeting, likes what they see, and forwards the deck internally. Then they go quiet. Now the entire deal depends on one person replying. This is where Lusha comes in. With Lusha connected, you can ask right inside Claude or ChatGPT: “Who’s in the buying group at [company]? Show me the decision makers and potential champions.” Instead of finding one contact and stopping there, Lusha can surface the people involved across the account and organize them by role: Decision makers. Potential champions. End users. So if your main contact disappears, you’re not suddenly back at square one. That’s a much better way to work an account than finding one VP and hoping they do all the internal selling for you. One contact gets you in. A buying group helps you keep the deal moving. https://lnkd.in/g-TPTtDN How many people do you usually try to build relationships with on a serious deal? #LushaPartner
The real danger of single-threading isnt just ghosting—its expecting an internal champion to be an effective salesperson for your offer. Multi-threading works best when you use it to lift that burden, giving each stakeholder the specific angle they care about rather than hoping a forwarded deck survives on its own.
Relying on one champion makes the whole deal fragile, especially once the conversation moves inside the company
I like the idea of finding the whole buying group without spending hours researching every contact manually. That's a useful application of AI.
I've seen promising deals stall simply because the main contact changed roles or got pulled into another priority. It's a reminder that a strong relationship with one person doesn't always translate into organizational buy-in.
Not really. I have come to understand that many things happen when they go cold. One of them consultation, since they're not always the ones in charge of making the last decision. Most times, they really come back with an offer.
Most deals don't die because of price. They die because nobody else at the account knows you exist.
One contact is a starting point, not a sales strategy. Building relationships across the account is what keeps deals moving.
If your champion gets laid off or reassigned tomorrow, the opportunity dies with them.
Even if you have an excellent relationship with your client, anything can happen during the process. Budgets get frozen, suppliers fail to pay on time, the CEO would rather wait, and Procurement requests a price reduction. No software can tell you that. None.
Single-threading is one of the fastest ways to stall a B2B deal. Your one champion gets pulled onto another project, and everything goes quiet. Get a second and third person in the room, and the problem stays on someone’s agenda.