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5 key ingredients to becoming a successful presales engineer

Ingredients to become great presales

Presales are an integral part of the Sales team. With the rise of digital transformation and SaaS, the role of Presales has become pivotal to business. Presales are SMEs who add value to the business (both to the customer as well as the organization) by providing expert technical advice throughout the Sales Process, thereupon influencing Sales.

In our previous blog, I have discussed the importance of presales. In this one, I would like to share the five key ingredients to become a successful Presales Engineer.

Understand the product from Customer’s perspective

There has been a tremendous shift in buyer’s behavior in recent years due to tighter budgets, increased competition, mobile habits, social media influence, unknown natural disasters and pandemics, and so on. To combat these, you need to understand why your customers buy what you sell, the value the product is going to provide, and how they make buying decisions.

So, understand your customer’s business and their respective industry trend. Assume, you are interacting with an E-commerce company, it is imperative to provide examples from their industry to establish rapport and then offer them the proof of concept on how your product could help their business.

Analyze the business with a ‘Why’.

Personally, I start any interaction with a Why?  I attribute this behavior of mine to Simon Sinek. I believe that if the WHY question is addressed, then it is easy to get to the core of their business structure and requirement. 

Analyze “Why” your customer needs a product like yours. This would help you to understand their requirements better and achieve the goal sooner. Having addressed this, you should be in a better position to pitch how well it will solve the challenges faced by their business.

Plan the roadmap

You have got the opportunity to get to the core of their problem by answering the WHY. Now, it is time to set the agenda right and plan the route.

Before the meeting, prepare an agenda to set the expectations right with your customer. This will help you to gather the information you will need during the business. Start working on a flowchart or mind map. This will help you, deep-dive, into your solution and keep you aligned with their customer business.

Converse with your customer

I love this great article by Sanjeev – Ban Product Demo’s

In today’s world, it is not possible to ban product demos. Customers have reached out to you to know more about the product and your organization. They want to see what the product offers. But, it doesn’t mean you have to spend the next hour or so boasting what your product can offer.

Break the ice with pep talks and try to find a common ground where you both get comfortable. This helps your customer to get into their comfort zone. Now, make demos successful by addressing the use case that was talked the most during the discovery phase. Show what is critical for their business instead of showing all features. 

Winning demos begin with the most valuable part instead of building up to it.

Create your customer playbook

After the demonstration, every customer will have the question on “What next?”.  Surprise them with “The Playbook”

A well-developed “Playbook” empowers and engages customers at every step of the buying journey and increases the likelihood of them reaching that winning moment. It prescribes corresponding workflows and sequences that have the highest likelihood of driving positive responses and business outcomes.

The sales playbook is a vital resource to help maximize sales efficiency. 

In studying companies internationally, HBR came to this conclusion: Companies who were determined to have strong presales strategies consistently gained win rates of 40 to 50 percent in new business and 80 to 90 percent in renewals — significantly higher than average rates.

When you have presales with the above skills, you build a strong platform for the organization and helps the business grow.

If you want to discuss more on this topic, you can drop your comments. We will definitely get back to you.

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1 Comment

  1. Kannan

    Well done. Great content, very well explained.



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