What is pre-sale? The importance of pre-sales for your company

In the business sphere, when it comes to the commercial area, a lot is said about sales, tools, and goals. But pre-sales are essential for business processes to be a success.

We can say that pre-sales prepares the ground for sales consultants to follow up on the strategy that was planned for the company’s commercial sector.

Without the existence of this function, the sector is without the necessary support to achieve its goals.

To learn more about pre-sales, learn its phases and importance and how to put it into practice, continue reading. Combined? How to prospect customers: 8 strategies to increase sales

What is pre-sale?

Before we understand what pre-sales are, it is important to know what leads and lead qualifications are. It is a concept that is directly related to this area.


Lead is a potential contact who can become a customer of a company. In the traditional model, the salesperson is responsible for all stages of the sales process. This is from prospecting to closing the commercial contract.

In practice, sales consultants give little importance to the phase of prospecting for new customers and even less to the qualification of these leads. This is where pre-sales come in to optimize this process.

Pre-sales is the area of ​​an industry that is responsible for prospecting and qualifying leads. This is so that the sales sector can dedicate itself to what it does best: closing commercial contracts.

Pre-selling with quality means identifying the right moment for the lead to buy and mapping their pains and needs, in order to ensure that the sales team does not miss out on opportunities. How to Attract More Customers on the Internet

Lead Qualification

Another concept that is important to understand is lead qualification. It is nothing more than segmenting prospected leads according to the ideal customer profile desired by the industry.

These are the customers who present a real probability of purchase in relation to the other leads that are in the organization’s database.

The reason for qualifying leads is simple: when it is possible to identify the leads that present the best business opportunities, the company can increasingly promote assertive actions, capable of improving its results. Lead Prospecting: What is it and How to Do It

What are the pre-sale phases?

Pre-sales is an area of ​​the company conducted by the Sales Development Representative (SDR), also known as the sales development representative. This is the professional responsible for prospecting and qualifying leads.

The role of the SDR is to prepare the lead so that the person directly responsible for the sale can take advantage of the business opportunity.

One of its main functions is to assess the characteristics of a contact to understand whether or not they are a potential customer.

For this, the pre-sales professional takes into account the profile of the ideal customer and the persona of the company.

This screening is important for your organization to be able to improve sales results.

Discover the 7 main stages of a pre-sales funnel below:

1. Lead entry and distribution

At this stage, the company receives leads from acquisition channels, such as social networks, websites, and blogs, among others. Furthermore, it is at this point that they are automatically distributed to the next stage, not being ‘stopped’.

The leads are passed on to the entire pre-sales team, which will initiate the contact process with them.  How to use Google Discover to attract new users to your website?

2. First Contact (Welcome)

In the second stage, the pre-sales team makes the first contact with the lead in order to find out if he is a potential customer.

Typically, the team automatically sends the lead a welcome email.

3. Second contact attempt (qualification)

Here, the second contact attempt occurs. The goal remains to verify that the lead is a potential customer.

However, the approach occurs in a more direct way, such as by call, if the lead has provided this data at the time of prospecting.

This is when lead qualification begins.

4. Third contact attempt (qualification)

Did you know that the lead does not always look at the email or answer the call made by the pre-sales team?

Thus, a 3rd contact attempt may occur, using the same strategies or others defined by the company.

If the lead does not interact with the organization, it is recommended to move it to the last stage of the funnel. 18 healthy habits for a healthier body and a happier mind

5. Qualify customer

After the company makes contact with the lead and obtains a positive result, it must already schedule a new approach to qualify it.

It is important to obtain that person’s authorization for the call or email at an opportune time.

Some organizations use a qualification form to speed up this process.

In the document, they ask for information that helps the pre-sales team to qualify the lead, such as professional occupation, position in the organization in which they work, and contact and email, for example.

6. Waiting for the appointment

At this stage, the lead has already shown interest in the solution and it is up to the pre-sales to contact him to define the best day and time to schedule a meeting with the sales team. It can take place online or in person.

7. No interest/Recovery

The pre-sales team sends an email to the leader who has not shown interest in the solution provided by the company.

The goal is to thank you for the contact and make yourself available to talk at any time, in case he changes his mind.

It is recommended that, after 60 days, the organization resume contact with the lead, in an attempt to turn them into potential customers.

The importance of pre-sales for your company

Now that you know what pre-sales are, you might be thinking, “Why is pre-sales such an important function within a company?”

A well-structured pre-sales process can guarantee some benefits for a company. Below, we point out the main ones so that you can better visualize the importance of this solution for your company:

Reduction of trading time

The team responsible for the pre-sales of a company attracts, captures, and initiates the conversation with the lead.

This makes the negotiation time to be reduced when arriving in the sales department.

The sales consultant starts the negotiation already knowing what the customers’ pains are and what solutions they need to solve them.

According to Exact Sales, pre-sales reduce negotiation time by up to 25%. Thus, a trade that lasts 1 hour, for example, can be reduced to 45 minutes.

Cuts in customer acquisition costs

Pre-sales also help reduce customer acquisition costs. But how?

The area thinks of strategic actions with the objective of capturing leads, leaving them ready to move on to the next stage in the sales funnel.

Thus, the company does not have losses, since it does not need to adopt new actions because the first ones did not work.

The customer acquisition cost can be reached by the following equation:

  • The investment made during a certain period/number of leads reached.

In a company that invested BRL 20,000 in digital marketing to capture leads during 2021 and managed to capture 1,000 customers, the acquisition cost is BRL 20 per customer.

Increase in sales volume

By reducing negotiation time and customer acquisition costs, the company is able to increase its revenue.

The consultancy Neil Patel also highlighted that investing in a pre-sales area can guarantee an increase of up to 13% in the company’s revenue.

This growth stems from the fact that pre-sales reduce the negotiation time with each customer.

This, consequently, makes sales consultants have more time to close new commercial contracts and, thus, increase business performance.

What are the pre-sales differentials?

One of the main differentials of pre-sales is to generate interest in the decision-maker and make him actively participate in the qualification conversation.

After all, it’s no use finding the perfect lead, who has the purchase profile that interests the company, if he is not interested in your product or service. It is, therefore, up to the pre-sales area to generate interest in those who have the power to decide.

This can be done through consultative questions, which can help managers identify and eliminate problems that are preventing the company from closing new contracts.

With the lead interested, it’s easier to conduct the questions to get all the answers you want for the qualification.

In case the lead is qualified, leaving the decision-maker with a real desire to know the company’s solution makes the meeting with the sales team even more assertive.

Another strength of pre-sales is segmenting and qualifying leads in order to improve the performance of the sales team.

It also has the differential of ensuring that the company takes better advantage of the leads that are in its database, but that has not shown interest in its product at that time.

Then the pre-sales team can get back in touch with them and ensure the organization increases its revenue. B2B Lead Generation: How to get the right leads

How do put pre-sales into practice?

Implementing pre-sales in a company is not difficult. To help you put this strategy into practice, here are eight tips. Check out:

1. Outline good lead capture strategies

Outlining creative and innovative strategies is essential to capture leads and start pre-sales in a company.

There are several strategies that can be adopted to achieve this goal. Check out the main ones:

Production and dissemination of rich materials

The first strategy to generate leads that we can highlight is the production and dissemination of rich materials.

E-books, posts, infographics, guides, and others are some examples of content that can help a company attract new customers.

It is worth mentioning that the production and dissemination of rich materials not only helps to win new customers but also retain them.


The newsletter is a content strategy that generates, in most cases, unqualified leads. Typically, potential customers who subscribe to the newsletter do so out of curiosity.

But the industry must be careful not to miss the opportunity to turn this curious lead into a good business opportunity.

Landing page

It is a page that has all the necessary elements to convert a visitor into a lead.

Generally, on a landing page, a company strategically offers something of value to the visitor, so that they provide their data, such as name, contact number, and email.

Having the visitor’s information in hand makes it easier to qualify and prepare them for the sales team.

Social networks

Another lead capture strategy is to make use of social media. These are environments that have a large number of users, and they can become leads in an industry, as long as they are motivated accordingly.

Conducting lives, posting quality content, and launching promotions that go viral are great ways to capture new leads in the digital environment.

2. Consider the leads’ real needs

To put pre-sales into practice, one of the most important tips is to assess the current needs of customers.

After all, if the company offers a product that they do not want, it will hardly have good results in its sales.

Therefore, it is essential to align the company’s sales objectives with the interests of qualified leads.

That means selling the solution that is capable of solving their problems or pains.

3. View the company’s sales history

Looking at the industry’s sales history can be a good idea. This is because it helps guide the pre-sales team, providing them with important data regarding the profile of the customer who purchased certain products.

This data helps the pre-sales team to plan a more solid strategy and focus on the group of leads that can really show interest in the solution.

4. Segment the company’s lead base

It is important to segment your organization’s leads, as this allows it to focus on the stakeholder group that really offers the chance to increase its sales.

The manager responsible for pre-sales can create rules to segment leads according to the company’s interests.

5. Count on effective management technology

Having technology is also essential to implementing pre-sales in an industry. This is because it allows the manager to have greater control of the related processes, as well as to make more assertive decisions.

An ERP ( Enterprise Resource Planning ) system, for example, optimizes the process of implementing the pre-sales area in an organization.

Typically, this solution comes with features that make pre-sales management easier, such as:

  • Integration of data from the organization’s sectors in real-time. Thus, it is easy to know how many leads made the decision to buy products or services;
  • Gathering data in one place about leads and customers, facilitates the decision process;
  • It allows pre-sales management to know the amount invested at a given time to capture leads. In practice, it allows the person responsible for this sector to perform good financial management of the available budget.

6. Assemble a good pre-sales team

Sales development representatives must be qualified, motivated to achieve the goals set by the manager, and resilient. This makes assembling a good pre-sales team very important.

In addition, they must master the technologies that help carry out pre-sales operations, such as email, videoconferencing, telephone, WhatsApp, social networks, etc. After all, they are often used by the pre-sales sector.

7. Create filters to qualify the lead

This is one of the most important tips to put pre-sales into practice: create filters to qualify the company’s lead. Without them, the team responsible for this operation will get nowhere.

To qualify the lead, the first step is to develop a persona – which is nothing more than a profile created to guide the elaboration of strategies.

When building it, the manager will have knowledge about the type of consumer who is inclined to buy the solution provided by the organization.

Also consider creating filters that guide the pre-sales team to get to know the lead better, such as collecting personal and professional data and pain or problems they are facing.

8. Develop a question script

Also, try to develop a script of questions capable of guiding the pre-sales team when qualifying the lead.

The script must ensure that the SDR is able to capture basic information about the leads or potential customers, such as their full name, problem/needs, contact number, email, etc.

Applying pre-sales in your company is essential for it to optimize its lead capture process and increase its sales volume. Undoubtedly, it is an area that can bring better results for your business.

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