HOW TO BUILD A WINNING PRE

Every salesperson knows landing a closed-won deal is one of the most important aspects of the job. However, with so much focus on the giảm giá khuyến mãi itself, it can be easy to overlook the necessary steps it takes to even reach a successful giảm giá.

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When companies place too much emphasis on closing sales without ensuring their teams have sầu the operational support they need, they may hinder their ability khổng lồ grow in the long-run. That’s why having a solid sales operations plan in place is so important for teams looking khổng lồ bring in more revenue without putting too much pressure on their reps.

For organizations looking lớn maximize profit in a sustainable way, having a good sale plan và svào sales reps who are good at closing may not be enough. After all, there are many steps between when a liên hệ engages with a piece of nội dung, & when they sign a finished contract.

In this instance, having a solid presales strategy can make a big difference in your company’s ability lớn convert customers efficiently.


What is presales?


Presales tư vấn refers to the distinct activities that occur before the sale has been closed. This typically includes qualifying, proposing, và renewing giao dịch.


Presales can be a valuable component of your sales enablement strategy. Focusing on it can help your team successfully cthua kém more đơn hàng in less time.

Key tasks related khổng lồ presales include:

ProspectingMaking discovery callsPerforming sản phẩm demosQualifying leadsDrafting proposals

When presales tư vấn handles the prospecting & qualifying, ensuring sales closers only work with opportunities who are ready lớn make the sale, it removes unnecessary friction from the sales pipeline.

Presales Operations

In complex & enterprise organizations, presales activities are typically performed by sales operations and presales support teams, also known as presales operations.

Members of these teams are in constant communication with one another supporting the overall sales process to drive sầu efficiency at the beginning of the sales process.

With this structure, the preseales operations team is tasked with supporting their sales organizations by optimizing processes that identify và position opportunities for conversion.

Presales vs. Sales

The difference between presales and sales is implied in the former"s name — one happens before the other. Presales is the sum of the various processes và activities that occur towards the top of the sales funnel.

That often includes tasks related khổng lồ elements like research, qualification, prospecting, & data analysis. A solid presales strategy gels with an organization"s sales process — making life easier on closers & other salespeople who work further down the line.

Here are some of the key activities that a presales infrastructure can take on.

Presales Activities

1. Qualifying Leads

Qualifying leads is one of the most crucial activities your presales team can carry out. Your closers can only get so far with leads with ambiguous potential, so consistently pursuing unqualified (or poorly qualified) leads often winds up being an unnecessary drain on time, energy, and resources.

Your presales infrastructure can clear up that murkiness & make your team"s efforts more efficient & effective sầu. Actions like making cold calls, conducting prospect retìm kiếm, or communicating with leads via live chat can offer your sales team the perspective sầu it needs khổng lồ determine whether a lead is viable.

2. Making Discovery Calls

Making discovery calls — initial conversations with prospects to lớn get a feel for if & why they might be interested in your offering — is another responsibility that often falls on your presales team.

Understanding what a prospect wants out of a solution lượt thích yours enables closers to lớn make well-informed, ultimately effective value propositions. That"s why this activity is often a central component of the presales process.

3. Preparing Presentations

Your presales infrastructure should be equipped to lớn prepare presentations based on the information accrued in activities lượt thích discovery calls & lead qualification. As I touched on in the last point, solid presales efforts amount khổng lồ unique & compelling value propositions.

Those propositions can only vị so much if they"re not conveyed convincingly. That"s why your presales team should be able khổng lồ put together presentations that reconcile engagement with assistance & practicality.

4. Request for Proposal và Proposal Assistance

At least a few people within a presales operations team are expected khổng lồ have detailed sản phẩm knowledge about the solution they"re supporting & a thorough understanding of its applications.

That often makes them excellent resources for helping prepare requests for proposals (RFPs) và proposals. These processes generally require extensive technical insight with a personalized edge — presales teams can assist with both of those aspects.

5. Conducting Competitor Research

Any sales team has to understand where its company stands, relative lớn its competition. Your value proposition can only be so compelling if it"s not distinct from others within your space. That"s why your presales team can often be tasked with researching your competition"s hàng hóa, pricing structure, sales figures, & customer base.

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6. Conducting Customer Analysis

It"s often on your presales operations to provide your salespeople with a more comprehensive understanding of who they"re selling to lớn. Thorough customer analysis is generally the best way to lớn get there.

That could mean sending out surveys to customers, personally reaching out lớn them for some perspective sầu on their needs & interests, poring through customer data lớn identify demographic or professional trends, or taking any other actions that will ultimately give sầu you a better understanding of who you"re targeting.

7. Creating Detailed Buyer Personas

This point is a natural extension of the one above. Once your presales team has gathered an appropriate amount of baseline information about your customers, it can put that insight inkhổng lồ motion by creating detailed buyer personas.

You might be selling lớn multiple audiences who can be identified by trends in your customer data — trends that can insize the creation of archetypes of target buyers. Those archetypes, known as buyer personas, can then help sales teams shape their sales strategies, messaging, và broader process.

Let"s take a look at one way sales and presales can collaborate effectively.

Presales Processes

Identify Sales Qualified Leads

Once leads have been acquired through marketing, the presales operations team can qualify leads to determine if they are a good fit. They can qualify leads through discovery calls, and/or an analysis of lead behavior.

At this stage in the process, the presales team can determine what the lead is looking for, if the product or service their company is offering is a good fit, when the lead is looking to lớn buy, and if they have the budget and authority to make the purchase. Once this has been determined, they can move khổng lồ the next stage of the process.

Prepare and Deliver Proposals

Next, the presales team works on delivering a proposal that best suits the prospect’s needs và company goals. At this stage, the presales team is preparing the prospect for their upcoming conversations with the closing sales rep.

By adequately understanding the prospect’s needs, and ensuring the offer truly speaks to what they’re looking for, the khuyến mãi is in an excellent position for a closed-won result. Once the proposal has been delivered, the closing sales rep enters the process to lớn cthảm bại out the khuyễn mãi giảm giá.

Sales Processes

Negotiation and Closing

After the proposal has been delivered, the closing sales rep can prepare to lớn move the process forward. Though they did have sầu an active sầu role earlier in the process, they should have maintained communication with the presales operations team lớn understand the current state of the giảm giá khuyến mãi, và for any pertinent information they need about the prospect to lớn finish closing the sale.

If after the proposal has been delivered there needs to lớn be any additional negotiation or term updates, the sales and presales teams can work together to lớn find the best solution. From there, the sales rep can facilitate final terms & closing.

Implementation và Ongoing Support

When the deal’s terms have been agreed upon, the sales and presales teams can continue working together to support successful implementation of the product for the customer. Additionally, if the customer needs routine maintenance or follow-up tư vấn, the sales team can be point-of-tương tác.

Throughout the presales & sales processes, the presales team can identify areas of continuous improvement lớn streamline & simplify the sales funnel for future deals.

Presales Processes

Identify Sales Qualified Leads

Once leads have sầu been acquired through sale, the presales operations team can qualify leads to determine if they are a good fit. They can qualify leads through actions like discovery calls và analyses of lead behavior.

At this stage in the process, the presales team can determine what the lead is looking for, if the sản phẩm or service their company is offering is a good fit, when the lead is looking to lớn buy, and if they have the budget và authority to lớn make the purchase. Once this has been determined, they can move to lớn the next stage of the process.

Prepare and Deliver Proposals

Next, the presales team works on delivering a proposal that best suits the prospect’s needs & company goals. At this stage, the presales team is preparing the prospect for their upcoming conversations with the closing sales rep.

By adequately understanding the prospect’s needs, and ensuring the offer truly speaks khổng lồ what they’re looking for, the khuyến mãi is in an excellent position for a closed-won result. Once the proposal has been delivered, the closing sales rep enters the process to lớn cthua trận out the khuyến mãi.

Sales Processes

Negotiation and Closing

After the proposal has been delivered, the closing sales rep can prepare lớn move the process forward. Though they did have an active role earlier in the process, they should have maintained communication with the presales operations team to understand the current state of the khuyễn mãi giảm giá, & for any pertinent information they need about the prospect khổng lồ finish closing the sale.

If after the proposal has been delivered there needs to be any additional negotiation or term updates, the sales & presales teams can work together lớn find the best solution. From there, the sales rep can facilitate final terms và closing.

Implementation and Ongoing Support

When the deal’s terms have been agreed upon, the sales & presales teams can continue working together lớn support successful implementation of the product for the customer. Additionally, if the customer needs routine maintenance, or follow-up tư vấn, the sales team can be point-of-liên hệ.

Throughout the presales và sales processes, the presales team can identify areas of continuous improvement lớn streamline và simplify the sales funnel for future deals.

With clear communication và an aligned strategy supporting a common goal, presales and sales can work together lớn benefit a company’s bottom line & continued growth. For more advice on optimizing the efforts of your sales team, kiểm tra out The Ultimate Guide to Sales Operations.