Directed conversion reactions from binary to multinary compounds are discovered from the reaction of Bi2 S3 and Bi2 Se3 with NiCl2 ⋅6 H2 O in polyol media under basic conditions. Control of the synthesis conditions allows the preparation of NiBiSe and superconducting Ni3 Bi2 S2 and Ni3 Bi2 Se2 . The formation of Ni3 Bi2 S2 from Bi2 S3 is found from an unexpected three-step reaction path with Bi and NiBi as intermediates. In the more complex Ni/Bi/Se system, the mechanism found can be used to selectively direct the reaction between the competing ternaries and to suppress side-product formation. Contrary to solid-state reactions (500-900 °C) control of product formation is reached at reaction temperatures and times between 166-300 °C and 0.5-10 h, respectively. The formation of different phases is discussed from results of DFT calculations.