Blog > Bridging the Gap: Sales vs. Presales - An In-Depth Comparison

Bridging the Gap: Sales vs. Presales - An In-Depth Comparison

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Understanding the difference betewen Sales & Presales is key to unlocking significant value. This is our in-depth guide for how to leverage your team to maximum effect.

22nd March 2023

Achieving success in closing a sales deal is a significant accomplishment, particularly for businesses selling intricate products or services to other businesses. Such sales take a lot of work to get to the point where a group of potential customers is eager to spend on your goods or services. You might be asked to distinguish between sales and presales at some point during the sales process.

Even after a prospect has agreed to purchase your product or service, there is still the possibility of a sale falling through. For instance, all the energy and hard work put into closing that contract can be for nothing if a new customer has trouble integrating your product with their existing technology and systems. Many businesses now use numerous teams throughout the sales process, including the traditional sales team and crucial presales benefits, to avoid such scenarios. In fact, a survey by CSO Insights in 2020 found that on average, three teams per firm reported being active in the sales process at roughly 54% of companies.

For individuals who are new to the concept of presales or are still trying to determine how a presales team would fit into their organisation, it's natural to question the distinction between sales and presales.

Sales vs. Presales: Two Sides of The Same Coin

The main distinction between sales and presales is that, although presales help with the technical components of the sales process, sales concentrates on developing and maintaining client connections. Finding out what customers want and making sure a lead is in your target market and likely to buy are the main concerns of sales. Pre-sales, on the other hand, concentrate on identifying the customer's problems and confirming that your goods or services provide a workable remedy that can adequately meet their requirements.

Indeed, while sales and presales are distinct roles, they are both critical to the success of a business.

The Unsung Heroes: What is Presales?

The B2B sales process can be arduous and complex, often overwhelming for a salesperson to manage independently. By delegating certain tasks to a presales team, the sales team can free up valuable time to concentrate on building relationships with potential customers. The presales team assumes various responsibilities to ensure a smooth and efficient sales process that includes playing a critical role in the B2B sales process, particularly when it comes to technical knowledge.They can understand a company's product and how it can fit into a customer's tech stack thanks to their knowledge. This makes it possible for them to respond to technical queries and offer advice on implementation. Sales people, on the other hand, can lack the particular knowledge required to address such sophisticated technical enquiries. Sales representatives can concentrate on developing relationships with potential customers and prevent accidentally giving inaccurate or misleading information about the product's features by collaborating with the presales team.

Ultimately, presales help to improve the effectiveness of the sales team while ensuring a seamless and transparent sales process.

While there is no one-size-fits-all approach to dividing responsibilities between sales and presales teams, presales professionals typically take on responsibilities such as formulating discovery emails, product demonstrations, providing proof of concept, creating sales proposals and collaborating on RFPs, completing security questionnaires, assisting with instance configuration and setup, and creating documents that support a seamless transition It's essential to have a clearly defined presales process that outlines their tasks and priorities.

Mastering The Art of Persuation: What is Sales?

Pre-sales handles the more technical aspects of the sales process, freeing the sales team to concentrate on cultivating relationships with prospects and closing deals. The primary role of sales is to gain the trust of leads and persuade them that your product is the best solution for their needs.

While sales representatives in some companies may take on some of the tasks mentioned earlier, their primary responsibilities include prospecting, negotiating, closing deals, and providing ongoing customer support to ensure retention. By working alongside presales, they can efficiently manage these responsibilities.

While the list of sales responsibilities may appear brief, each one carries significant weight and requires a substantial amount of time and effort; pre-sales assists by taking on a portion of the sales process, freeing up sales personnel to concentrate on their primary responsibilities and successfully complete each phase.

Collaborative Success: Establishing Rules of Engagement for Presales and Sales

To ensure the success of both sales and presales teams, it's crucial to establish clear guidelines for how they should collaborate and work together, avoiding any misunderstandings or confusion about their respective responsibilities.

Consider each step of the sales process carefully and establish clear procedures for who should participate at each one. Include instructions on how and when to enlist help from others to complete tasks. These procedures could be organised by the sales process stage, customer type, or specific sales duties, making it clear when presales should assist sales and vice versa.

By ensuring that each team member is given duties that fit with their strengths and areas of expertise, clear rules of engagement help avoid disputes that could result from confusion over roles. Establishing a framework that encourages seamless collaboration between the sales and presales teams is essential since they depend on one another to accomplish their objectives.

Bridging The Gap Between Sales and Presales with Technology

A strong and well-defined process is necessary to ensure efficient coordination between presales and sales. However, this collaboration can be facilitated by using the appropriate technology. Sales and presales teams may more effectively collaborate thanks to's collaboration software. You may keep track of and obtain the finest responses to frequently asked common questions from prospects using the software's content library. The internal communication tools also make it easier for team members to switch over seamlessly, keeping potential clients from falling through the cracks. Additionally, the RFP automation tools can cut hours from the time spent writing proposals and responding to enquiries.

Book a demo with and discover how we can improve the way your sales and presales teams collaborate on content and engagement. We will come up with solutions that can assist you in building a more effective process. It may be two sides of the same coin but can help you keep the whole coin together.

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