Sales vs. Presales: What’s the difference?

Closing a sales deal is a big win. And that’s especially true for businesses selling complex products to other businesses. It takes a lot of work to reach the point where a team of buyers is ready to invest in your product. 

But beyond the point where a prospect says “yes,” a sale could still go wrong. If a new client has trouble making your product work with the technology and systems they already use, then the hard work your salespeople put into landing that deal could be wasted. To avoid that, many companies now have multiple teams involved in the sales process: the traditional sales team we’re all familiar with and presales professionals who play a crucial role. 

But for anyone new to the concept of presales, or still trying to figure out where a presales team would fit in, you may wonder what the difference between sales and presales actually is. 

Sales vs. presales: The short answer

The main difference between sales and presales is that sales is responsible for developing customer relationships. In contrast, presales is involved in helping with the technological side of the sales process. Sales is concerned with the customer fit—ensuring a lead falls within your target audience and is likely to buy. Presales is concerned with the solution fit—ensuring your product is a good solution for the customer’s pain points. 

While the two roles are distinct, they’re both important. 

What is presales?

The B2B sales process is long, complicated, and often too much for a salesperson to handle alone. A presales team takes on a number of steps to allow the sales team more time to focus on building the relationship with prospective customers. 

In particular, presales engineers handle parts of the sales process that involve advanced technical knowledge. It’s their job to understand the product well enough to grasp precisely where it will fit into a customer’s tech stack and answer any technical features and implementation questions. Your typical sales representative doesn’t necessarily have the specialized training for that. Presales enables them to do their jobs more effectively and ensures they don’t inadvertently mislead customers about technological features they may not understand. 

Common presales responsibilities

Each company can work out how to break down responsibilities between sales and presales. There’s no one right answer here. But to give you an idea of the kind of work presales professionals typically take on, some common responsibilities include:

  • Sending discovery emails
  • Setting up and/or joining discovery calls
  • Hosting demos
  • Providing proof of concept
  • Drafting sales proposals
  • Working on RFPs (requests for proposals)
  • Completing security questionnaires
  • Helping with instance configuration and setup
  • Building documents for sales and other teams that support a seamless transition

Presales may work alongside a sales representative on some of these tasks, and take on others independently. You’ll want to create a clearly defined presales process that outlines their responsibilities and priorities. 

What is sales?

Sales is responsible for gaining a lead’s trust and convincing them that they’re in good hands if they choose your product. They’re in charge of the process’s more persuasive and personality-driven parts. The work presales does leaves the sales team with more time to focus on their primary job: building relationships with prospects and convincing them to buy.

Common sales responsibilities

In some companies, sales representatives may be involved or in charge of some of the tasks listed above. But generally, their most important responsibilities are:

  • Performing prospecting work to identify clients who are a good fit for your product based on factors like budget, size, and need
  • Deploying negotiation tactics to prime prospects for a sale
  • Closing deals
  • Providing ongoing support to customers to keep them happy after purchase (and drive retention)

That list may look short at a glance, but each responsibility is a big one that takes a lot of time and work. By taking on a portion of the sales process, presales ensures sales representatives have the time they need to successfully tackle each step. 

Defining the rules of engagement for presales and sales

Collaboration between sales and presales is key to both teams accomplishing their goals. But you must ensure both teams understand when and how to work together. For that, define clear rules of engagement to avoid any confusion around who’s responsible for what. 

Think through every step in the sales process. Then create clear guidelines for who should be involved in each step, along with instructions on when and how to bring others into the process to fulfill their roles. You can break this down based on the stage in the sales process, the type of customer involved, and/or specific types of sales tasks. Make it clear to sales when they should be reaching out to presales to help with something and vice versa. 

Clarity here ensures people are in charge of the tasks they’re best suited for. And it helps you avoid conflict that can arise when there’s confusion around who’s responsible for what. Both teams depend on each other for success, so you want a system that makes cooperation seamless.

Technology enables sales and presales collaboration

A strong, well-defined process is the best way to ensure sales and presales work together effectively. But the right technology can make collaboration easier. RFPIO provides software that helps sales and presales teams work better together. The content library lets you track common questions you receive from prospects, then easily save and access the best answer to each one. The internal communication features enable natural handoffs between team members and helps you keep customers from falling through the cracks. And automation features cut down on hours of work spent on proposals and answering questions.  

Are you ready to build a better process for aligning sales and presales on content and engagement? Schedule a demo to see how RFPIO can help.

 


RD Symms

RD is a senior copywriter at RFPIO. He has more than 15 years of experience in writing, content development, and creative strategy. Connect with RD on LinkedIn.

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