What is multichannel prospecting?
Multichannel prospecting is reaching prospects through several channels, such as phone, email and social media, in one coordinated plan.
Why it matters for sales teams
Prospects differ in where they respond. Some answer the phone, some reply to email, some only engage on a professional network. Using several channels raises the chance of reaching each person, and each touch can support the others: a prospect who saw your email is more likely to recognize your name when you call.
The key word is coordinated. Touches should follow a planned sales cadence, with consistent messages and sensible spacing, rather than hitting someone on every channel on the same day.
Example
An SDR's plan for a new contact over two working weeks:
- Day 1: call, then a short cold email if there is no answer
- Day 2: view the prospect's profile and send a connection request
- Day 4: call and leave a voicemail
- Day 7: reply to the first email with a new angle
- Day 10: a final call and a short closing email
Each step is logged so the next touch builds on the last.
Multichannel vs omnichannel
The terms overlap. Multichannel usually means using more than one channel. Omnichannel suggests those channels are connected, so the conversation carries over as the prospect moves between them.