Examples of Pre-Sales in Different Areas of eCommerce

In the B2B sector, pre-sales are especially important, since large deals are made in this field and the decision-making process requires a long time. For example, when selling complex industrial equipment, pre-sales may involve a detailed analysis of the production process and its presentation to the customer, developing a technical solution, creating an economic basis, preparing initial documents, etc.

In retail, pre-sales can be used when dealing with a large buyer, such as a retail chain. In this case, the pre-sales manager must study the network’s requirements, analyze logistics and storage conditions, and based on this information, prepare a commercial proposal.

Who Needs Pre-Sales?

The following organizations are recommended to use pre-sales:

●      Companies working in the B2B sector where large deals are made and decisions take a long time. For example, Caterpillar uses pre-sales to demonstrate the reliability of its machines and equipment. This process includes presentations, economic feasibility calculations, and consultations. All of this helps customers make well-informed decisions regarding large purchases.

●      Organizations offering complex and very expensive products. For example, Siemens Healthineers conducts pre-sales with detailed demonstrations, allowing medical institutions to fully evaluate the advantages and functions of the equipment. Their approach requires not only time, but also a deep study of customer requirements to create individual solutions.

●      Large manufacturing companies negotiating with major buyers. For example, Bosch uses pre-sales to coordinate technical specifications and integrate its products with automakers. This includes holding workshops and testing samples.

●      IT companies developing complex software solutions. For example, Kaspersky Lab conducts an evaluation of clients’ business processes, provides demo versions to show how their solutions integrate with existing systems, and demonstrates how they improve productivity.

Advantages and Disadvantages of Pre-Sales

Advantages:

●      Increased conversion. According to Harvard Business Review, companies with strong pre-sales achieve a deal conversion rate of 40–50% with new customers and 80–90% with repeat contacts.

●      Higher customer satisfaction. Pre-sales allow for a more individual approach and better fulfillment of customer needs.

●      Increased average check. A deep understanding of customer requirements enables the company to offer more complex and expensive solutions.

●      Reduced sales time. Pre-sales significantly shorten the time needed for closing deals. Convincing a customer is easier if they see a product sample and understand how it works.

●      Increased trust. Customers who experience pre-sales are more inclined to trust the company.

●      Efficient use of resources. Pre-sales allow the company to focus efforts on more promising leads, reducing wasted resources on low-value prospects.

Disadvantages:

●      Pre-sales require effort and significant resources for staff training and process organization, which may be very challenging for small companies.

●      The information collection and presentation process may take too much time and slow down sales, especially if not well organized.

●      Additional resources needed for pre-sales may increase overall company expenses, not always compensated by revenues.

●      Poorly executed or misdirected pre-sales may prove ineffective.

Pre-Sales Tools:

All tools that can be used for pre-sales can be grouped as follows:

●      CRM systems – necessary for managing customer interactions throughout the pre-sales process.

●      Product creation and demonstration tools – for visually presenting information to customers.

●      Technical demos and pilot projects – allow customers to practically evaluate product performance.

●      Analytical tools – for in-depth market research and customer database analysis.

Conclusion: Why Pre-Sales Is the Art of Trade:

Many sellers think pre-sales is simply about demonstrating product capabilities. In reality, experienced specialists use each meeting to subtly showcase their deep expertise within the customer’s material world. They skillfully deliver professional information during dialogue, gaining authority and significantly influencing potential customers.

Experienced pre-sales managers can anticipate typical customer objections and provide timely answers. More importantly, they use objections not just to neutralize concerns but also to better understand customer needs and strengthen trust. With a skillful approach to objections, pre-sales managers engage customers in a joint process of finding the right solution.