Pre-sales: what is it and why use it in complex sales?


pre sale


  1. The pre-sale
    • Cold Call 2.0
    • Searching Public Data Sources
  2. Why use pre-sales in complex sales?
    • long sales cycle
    • high CAC
    • Too complex product
  3. Follow up of results

Much has been said about pre-sales and the impact of this practice on the sales process. With the structuring of a specialized department in the area and a tool for its management, you are able to have control over the base of leads, ensuring that they reach a minimum standard of quality to be worked on.

The guarantee of working only qualified opportunities comes from the collection of rich data from the leads. This information allows you to analyze the purchase potential of a lead, as well as equip the sales team to be more assertive in the sales presentation.

You deliver hot leads into the salespeople’s hands and still give them all the foundation they need to argue more effectively. This means a very significant increase in the number of sales and also generates commercial intelligence, in order to continue improving.

Are you curious to learn about this method and how it can be used to convert leads? Read on and find out how!

The pre-sale

CRMPipeRun · Pre-sales

Pre-sales, as its name suggests, is a strategic lead qualification at a time prior to the sales meeting. The objective is to ensure the quality of the leads that will advance in the commercial process, and will enter the CRM, discarding the unqualified ones, that is, those that have no real chances of closing, before they burden the sales team with meetings and follow ups unproductive.

As we know, there is no such thing as a no-cost lead. All involve some expenses related to their attraction and traction along the shopping journey. This value is better known as Acquisition Cost Per Customer (CAC).

Pre-sales is able to qualify leads, thus isolating the best sales opportunities. For this, it uses the following resources:

Cold Call 2.0

It is a method of active prospecting, where the company gets in direct contact with the lead by phone or VoIP software. In it, a consultative approach is applied, concerned with getting to know the lead’s pains in depth, showing how to solve them and mapping possible objections .

To be successful at this stage, the pre-salesperson must follow a pre-sale script, which contains all the questions assessed as relevant to define the qualification of potential customers.

Watch the video to quickly understand this concept.

Searching Public Data Sources

Searching social networks, government sites, news and other sources that contain information about lead activities is also very important. Based on them, it is possible to collect data such as region, business segment, company size, purchase decision maker, etc.

It’s the way to create a specialized list, which prioritizes the leads to be contacted in pre-sales calls.

To show the truth of the facts, we know real examples. Among the companies that implemented a Pre-Sales department in the commercial process, we can observe an 80% decrease in CAC and a 58% increase in conversion rates .

These numbers are quite expressive for any manager who seeks both the success and growth of his company.

Why use pre-sales in complex sales?

Pre-sales are especially important when dealing with complex sales. Due to the complexity of B2B negotiations, this activity becomes a method of optimizing the business process.

It still guarantees a sincere sale, so both the company and the customer benefit.

The company has the advantage of not wasting resources (as we have already seen) and of the confidence to make an adequate delivery to the prospect’s needs. And, in turn, the customer has the advantage of careful and reassuring service, providing them with all the support to expedite a complicated decision like this.

For you to have a dimension about complex sales, we list some factors:

Long sales cycle

Complex sales feature a longer sales cycle. The reason for this is the number of people and/or processes involved in decision making.

Within a company, there is a hierarchy of functions, which determines internal processes for each measure to be approved. A purchase must be authorized by several managers: from those who are directly connected with the sector where the solution will be applied, to those responsible for financial control.

In this scenario, the best resource is to use pre-sales to escalate contact and reach decision makers. This is an example of why pre-sales shorten the trading cycle. .

High CAC

Complex sales tend to have high CAC. This happens because, many times, the product has expensive samples or requires specialized professionals to travel to the client’s company for an evaluation.

To mobilize so much effort for an unfit client is an incomparable frustration! Use pre-sales to avoid this situation and qualify leads before investing more in them.

Too complex product

It may also be that the product has greater complexity, making your business process and implementation of the solution extremely delicate.

Not every product is “buy and use” type. Some of them need a more detailed installation, undergoing a change in the employees’ mindset and specialized training.

In these cases, the pre-sales call is ideal to explain calmly – and with time – all the requirements, so that the lead understands how your product and/or service works and sees the need for it.

These are the most common factors that make it difficult to close complex sales. To learn more about the complexity matrix and the different types of sales, click here and read an article dedicated exclusively to the subject.

Follow up of results

Last – and not least – we have the monitoring of results. Within a company, nothing should be implemented without clear mechanisms to assess the effectiveness of each action.

It’s time to use business process metrics and KPIs to quantify relevant aspects and indicators of success. Examples of KPIs for the sales cycle are:

  • Conversion rate per funnel step;
  • Number of new customers per period;
  • Volume of sales meetings held;
  • Return on Investment (ROI).

In this post , we teach you about some of these metrics and how to calculate them in your business process.

An efficient way to perform this control is through the adoption of mechanisms with features dedicated to such functions. Examples of specialized software in pre-sales such as Exact Spotter and CRM’s such as PipeRun .

In addition to having an extensive resource to assist pre-sellers during lead qualification, they can assist salespeople and managers in analyzing results. Using automatic, interactive charts, you can also select which metrics to track and organize periodic reports, keeping everything under control.

Evaluate the alternatives on the market and choose what works best for you!

Are you ready to add pre-sales activities to your sales process? We guarantee you won’t regret it! Apply and then tell us how the returns were. Good sales!

*This guest post was written by  Exact Sales .

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