There are several different types of presales, ranging from selling movie distribution rights before the production is finalised to early sales of concert tickets and the presale of off-plan houses. But there is a much more complex version of presales you need to know about.
Very often, presales refer to a process that is undertaken when selling something unique to a single, targeted customer or a small, narrowly targeted group. For instance, a software company may propose and then develop software solutions that are tailored to address a challenge that a specific business or group of businesses faces.
What is Presales? A Simple Definition
Taking the most common use of the term into account, we can define presales as a range of tasks that are completed before a sale is finalised.
This includes researching possible customers, prospecting and lead generation, and discovery calls or meetings. The aim is to understand what customers want and need and find ways to meet them. At times, this may mean some level of customisation.
Presales Versus Selling
In general, you would only sell something that is already complete and ready for delivery. The product or service features are already finalised, and your salespeople work to convince a market consisting of a relatively broad range of people or businesses that they want or need the product.
Presales, on the other hand, generally refer to a consultative process that may affect the form or features your product will take on. The market is frequently B2B and individual customers are carefully researched, screened, and canvassed. At times, such as in the presale of customised business software or IT services, unique features are provided, and a project proposal is signed off by the customer.
Presales Activities Step By Step
In its most complex form, presales likely apply to B2B selling. These steps are, therefore, based on B2B sales but can be adapted to niche, high-value B2C sales.
1. Lead Generation
Technical, marketing, and sales staff work together to understand customer needs and align their products toward meeting them. In the process, they will develop an ideal customer profile and a sales strategy. As part of this, sales staff research possible clients with the aim of identifying sales opportunities.
2. Lead Qualification and Initial Contact
As a very targeted approach to selling, the next step along the way is to validate whether the leads so far identified will find the product interesting. In other words, how well do they match the customer profile?
By the time first contact is made, the salesperson already has a good understanding of the company and the pain points their product may address. Because B2B sales are generally high-value and involve complex decision-making processes, the primary aim of initial contact is to schedule an exploratory call or meeting.
3. Exploratory Call
As the name implies, this is a time to gather information on the customer that isn’t in the public domain. Use it to gain a deeper understanding of their needs, find out about any budget constraints, and discover which of their team members is involved in decision-making. At the same time, the customer is likely to ask for information, too. End the call by proposing a schedule for the next steps.
4. Determining Specific Customer Requirements
Now that the customer knows what you can do and you know more about the customer, you have both had time to think. You can drill down to the details. For example, you may guide the customer through a demonstration. This, in turn, sparks a conversation on specific technical details desired, and your customer may be better prepared to suggest a preferred budget.
5. Developing a Proposal
Your team gets together with the sales and technical personnel who were involved in early discussions to determine the details to include in a proposal. At all times, refer back to the specific needs and preferences the customer raised.
6. Present the Proposal
Although the preceding steps, and even this one, can be delivered remotely, consider calling an in-person meeting for your final presentation. Guide the customer through the proposal showing how your team has accommodated their needs and answering any questions they or their colleagues may have.
7. Negotiating the Deal
With all objections out of the way and all needs addressed, it’s time to structure the deal, negotiate the timing of payments, and present a sales contract. Address any last-minute questions and concerns, and prepare to close the deal.
8. Closing the Deal
Congratulations! You have offered your customer a solution that addresses their business challenges, and they have signed the deal. Now, it’s time to work on implementing your proposal according to the pre-agreed timeline.
Why an Effective Presales Process is a Winning Strategy
The top reason why presales processes like the one outlined in our example are so successful is that they are completely customer-centric.
- Your research ensures you are only contacting customers who are very likely to benefit from your product
- You discuss their needs in detail and make adjustments to make sure they get exactly what they want
- You consult throughout, showing them how you are adapting to their requirements
- You present a product that is exactly what they wanted
Yes. The process is a lengthy one. Yes. You will gain a high-value customer who will be highly motivated to remain loyal. After all, they know you’re willing to understand and adapt to their needs. You have worked hard, but you now have more than just a sale – you have a solid relationship based on value.
Can Presales Work in B2C Sales?
They certainly can! Consider a travel agency that offers round-the-world tours. Different families will have their own priorities on where they want stopovers, and what they want to see and do, and they will have different budgets they want to stick to.
As a high-value sale, it is worth the travel company’s time to research, and listen carefully to customers’ needs, tailoring and presenting a proposal that neatly matches their holiday of a lifetime ambitions.
A prominent fashion house approaches a fashionista and discovers she wants a complete wardrobe for her wedding and honeymoon. Once again, consulting her, developing an irresistible proposal, and tailoring her garments based on her needs is sure to involve a presales process.
An events company designs and develops party experiences that will make an important birthday an unforgettable event. Our list could go on.
In short, there are definitely times when B2C customers are a worthwhile investment in presales activities and collaboration. Your primary concern will be to avoid making individuals feel “stalked.” Do not invade privacy. Find other ways to generate leads. For example, approach former customers or use your website and social media to attract expressions of interest.
How Will You Find Time for Presales Activities?
Presales can be a very intensive activity. There’s no room for dropped balls or communication gaps in presales. Dedicated staff and technologies that organise workflows are a prerequisite for its success.
You can acquire a sales-ready team and a group of strategists who will work with your personnel to develop a presales strategy that converts. It’s easier than you might think. RSVP has the people and the processes you need to make it happen. Call us today and find out how outsourced sales can boost your business.