An efficient manager is one who is able to organize the work routine, in addition to structuring processes that bring results. To reach the defined goals, it is necessary to use everything that a manager has at his disposal. Especially, a pre-sale activity, adding technology and changing the reality of the commercial process.
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In this post, you will learn how to use the Pre-sales service, making management more effective. The results are even better when accompanied by specialized Sales technology.
Reading time: 6 min
You will read about:
- The use of management systems to increase your efficiency
- How pre-sales activity helps with the number of fees
- The Impact of Lead Qualification on Conversion to Sales
The work routine in a commercial department is intense and marked by different concerns in the manager's head. It is not enough to be ahead of the strategic planning and the establishment of the sector's goals. It is necessary to monitor the performance of each action and seek solutions to:
- Lower costs;
- Take advantage of the budget;
- Increase productivity;
- Generate impactful reports.
It is a chain of interconnected processes, so improving sales performance requires a modern and efficient department. With the following 3 tips, you'll have everything you need to reach this goal and impact leads that convert to Sales.
How can pre-sales leverage your business?
1- Use pre-sales to increase efficiency
The structuring of a department that does pre-sales is advantageous for the vast majority of B2B business models. Mainly, those that involve a more complex sales cycle, marked by a high average ticket and the need to receive approval from the purchase decision maker.
By definition, pre-sale is:
In these cases, all prior knowledge represents a great advantage at the time of negotiation. The seller is better positioned when his team identifies the decision makers in advance, knowing in detail the market pains and conditions of each lead to make the purchase.
All these effects can be achieved using this input. In the action, the company implements a new department, dividing the sector into another step. Therefore, we have pre-sales, sales and, ideally, the means to carry out the post-sales activity.
By dividing the commercial process in this way, management is made easier, as it becomes simple to identify the bottlenecks and specific points where negotiation is slower. For this reason, pre-sales act as an accelerator so that parts of your flow are less prone to errors.
The strategy works from the intervention of pre-salespeople, before leads reach the Sales team. These make the initial contact, seeking a humanized and consultative approach. In it, professionals present the company in a positive way, show the value of their product and arouse curiosity about the solution.
But don't forget: the pre-salesperson's goal is to “sell” the closing meeting, not the product. This serves as a gateway, thus showing the difference that exists in a structured and assisted service.
With these goals in mind, the pre-salesperson applies the lead qualification filter to collect the data that will be the trump card for salespeople. Thus, the pre-sales department acts as a barrier that prevents unfit leads from passing through. Furthermore, it ensures that all those approved have the necessary information for a successful sale.
2- Implement lead qualification with pre-sales
To fulfill its goals, the Pre-sale activity applies a method of qualifying leads through cold call 2.0 .
In it, the pre-seller applies the necessary filter to select the leads that match the company's demands. Of course, this means that there is no single formula for creating the script of questions that make up the filter.
This changes depending on the market niche and the case of each opportunity.
What truly defines the filter is the Ideal Customer Profile (PCI), based on the personas defined by the business planning strategy. Such resource must be structured in the right measure to impact leads and engage them, to the point of gaining the most relevant data in exchange for consulting.
Cases aside, the lead qualification questions are aimed at finding out if the lead:
- It is fit for business and can result in a successful sale;
- You have a budget to make the purchase, when you are willing to invest;
- It's a good time, according to your budget calendar;
- Sees the need for the solution offered, in view of market pains;
- Recognize your pains and urgently resolve them properly.
During this action, the pre-seller can use sales techniques such as SPIN Selling. The aim is to draw attention to the identified pain, stressing the urgency of solving them to avoid more serious problems. Thus, it triggers powerful mental triggers, such as authority, shortening the prospect's decision process .
In addition, direct contact allows you to get to know people better and establish deeper business relationships. By creating this link, we discover the ideal way to approach each lead (tone of voice, vocabulary etc) and rapport at the time of sale. After all, no two people are alike and, when we respect them in their particularities, we develop contacts with empathy and trustworthiness.
Pre-selling isn't just good for hot leads. It also helps to manage future opportunities. The coldest contacts are placed on the nutrition lists and, based on this, they will receive content aimed at the pain identified in the qualification of leads. Gradually, people trust the company's work and gain an understanding of the importance of solving their pain. Just be patient, create flows and develop the proper cadence.
Watch the video below and see the testimonial of those who live qualifying leads every day:
3- Invest in management systems as support
Fortunately, today we can count on automation tools that expand the control and capacity of the commercial department.
This type of software manages different tasks at the same time, unifying your data in one place. In it, you can follow the spreadsheets of the finance department, inventory, people and even the use of safety equipment. In the field of Sales, programs also help track the entire lead trajectory.
All of this maintaining a history of information, recording feedbacks and integrating the data exchanged between Marketing, Pre-Sales and Sales. There are softwares that even allow you to create nutrition flows and email cadence automation, without any professional investing unnecessary time in this activity.
Alignment between areas is very important for management success. The decision process within a company needs to take into account different factors and the impact each choice will have on all the departments involved. In businesses where it is “every man for himself”, communication failures are more common, creating unnecessary problems. This is what happens, for example, when the sales project plans to increase the volume, without there being enough stock to deliver this demand.
When we use management software, we reduce rework and avoid situations that damage the company's image. In addition, the ease of generating reports in this type of program allows visibility to control actions, presentation of results and strategic decision making
We can also cite predictability and good savings for the Sales department's budget. The investment in technology is cheaper than unnecessary increases in staff volume, aside from the costs that a new professional represents. No wonder that automation represents a bet in different sectors because of the practicality it offers in our lives.
Combining knowledge, innovative strategies and specialized technology, you absorb the most from the commercial department. Do you already know which options are most suitable for your company? Do market research and choose the best ones in your context.
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