4 Pre-Sales Activities to Supercharge Your Sales Operations

Fire up your sales team with a strong pre-sales setup. Read this guide to establish your pre-sales capabilities and understand the difference it can make.


At a time when sales have become the nucleus of growth for almost every business, pre-sales presents a promising opportunity to boost sales numbers. 

Consider a pre-sales process to be the warm-up routine that prepares you to win the match. It creates the groundwork for your sales team to do their job with greater efficiency and effectiveness. 

Pre-sales support nourishes your sales pipeline in many ways. With a focus on optimizing your workflows, pre-sales aims to find and qualify leads, perform market research, analyze customer data, and a lot more. 

A solid pre-sales framework can empower your sales operations team to maximize its productivity and outputs. It can also enhance your bottom line significantly. 

Continue reading this article to learn more about why pre-sales matters and how it can help your sales ops team. 

What is pre-sales?

Like the term suggests, pre-sales refers to all the activities before making a sale. Your pre-sales support will do all the legwork to let your reps concentrate on building client relationships. This would typically include:

  • Strategic prospecting and lead qualification
  • Product and market research to identify potential territories
  • Discovery calls to understand the prospect’s needs and expectations
  • Ideate solutions and create unique selling propositions
  • Draft proposals and handle qualification of the opportunity

Your pre-sales pros will also pinpoint every lead’s specific concerns and create a tailor-made pitch for them. In doing all this, they streamline the sales pipeline. 

Pre-sales vs. Sales

Pre-sales and sales work in sync to close every deal. However, their responsibilities differ starkly. While pre-sales takes care of finding and nurturing leads, sales reps look into negotiations and conversions. 

Here’s a comparative breakdown of the two roles:

Pre-sales Sales
Exploring territories to find relevant prospects Conducting sales calls to close the deal
Evaluating customer needs to qualify leads Following-up with leads in the pipeline
Market research and customer data analysis Product/service demos and negotiations
Preparing customized proposals Completing the contracts and documentation

In essence, pre-sales pros collect lead information and hold discovery calls to qualify them for the sales team to continue the conversation and build a lasting relationship with them.  

The importance of pre-sales activities 

You’d be surprised to know that companies with a robust pre-sales framework achieve as high as 40-50 percent win rates from new business. That’s just one figure to underline the importance of pre-sales activities for your organization. 

Let’s take a closer look at some of the biggest benefits of ramping up your pre-sales capabilities:

Qualify more leads

A lengthy list of prospects doesn’t equal more business—not every lead is worth your time. For all you know, most of your prospects either don’t need your product/service or don’t have the money to invest. 

This is why qualifying your leads is essential. 

Lead qualification is the process of evaluating every prospect to understand their financial ability and need for your product/service. You have to figure out which leads are willing to buy from you and have the budget for such a purchase. 

Your pre-sales team meticulously qualifies every lead through data analysis, discovery calls, and other steps—to ensure that your sales reps pitch to a pool of highly-interested clients. This will naturally create a higher probability of converting leads and increasing the win rate.

Maximize your ROI

Your sales ops team allocates resources across the department to ensure its seamless functioning. A strong pre-sales support would act as a cherry on top—bringing more organization into the workflow. 

Pre-sales teams are also responsible for optimum resource allocation to maximize productivity and remove bottlenecks—ultimately enhancing your ROI. 

Shorten your sales cycle

One of the most significant benefits of building a pre-sales framework is its impact on your sales cycle. Defined as the average number of days it takes to close a deal, your sales cycle is an important metric of your success—the quicker you win a single customer, the more number of customers you can convert in a month. 

With your pre-sales support taking care of research, validation, and nurturing of leads, your sales reps have more time to focus on closing deals. 

Your pre-sales pros can segment leads, leverage your CRM tool, and automate workflows to process leads faster. So, when the hand-off happens from pre-sales to sales, the remaining steps are easier to finish and mark the deal closed. 

Strengthen sales pipeline

Your pre-sales team will consistently assess and iterate the sales pipeline to boost its efficiency. It covers many grounds—from automation workflows to expanding territories. All of this amounts to a well-oiled sales pipeline running at accelerated speeds. 

Here’s exactly how your pre-sales capabilities can strengthen your sales pipeline:

  • Creating selling propositions by targeting common pain points
  • Organizing and leveraging data to fuel lead generation
  • Identifying and segmenting leads for tailored discovery pitches
  • Mapping and improving this entire process 

Your pre-sales engine essentially establishes quality over quantity to fuel your growth. 

Reduce churn, increase retention

While pre-sales activities typically happen before closing a sale, savvy pre-sales teams also play a part in shaping the post-purchase customer service.

They can boost brand loyalty by implementing customer satisfaction tactics. They understand customer needs and share feedback with the product/service team for higher satisfaction levels. 

By identifying opportunities to deliver frictionless experiences, pre-sales pros can indirectly improve your retention rate. 

4 key pre-sales activities for your sales operations team

Building your pre-sales infrastructure will require thorough ideation and strategizing. If you’re ready to power up your sales ops team and multiply your sales numbers, here are four of the most important pre-sales activities you can start with:

1. Prospecting and lead qualification

Whether you’re a B2B business or work in the B2C or D2C sector, finding leads is a cakewalk today. With so many lead generation channels and resources at your disposal, you can create a virtually endless list of prospects. 

But the catch is — more leads ≠ more sales. 

You have to analyze which leads are worth your time and resources carefully. This is where your pre-sales pros will work their magic. 

Your pre-sales support will do the heavy lifting of assessing each prospect. They’ll engage in conversations to understand the prospect’s needs and budgets and decide if they are a good fit for the business. 

Prospecting and lead qualification are the starting points of your sales process. Perfecting this step can create a consistent flow of good leads and produce a domino effect to enhance the conversion rate, win rate, sales cycle, and so many other KPIs!

2. Discovery and pitch

After collating a list of qualified leads, your pre-sales pros will enter the discovery phase of the pipeline. 

They’ll identify and outline each prospect’s challenges and expectations. This information can empower your sales closers to offer personalized value propositions to every prospect.

Your pre-sales team will also prepare an initial pitch within the discovery phase. This presentation should ideally spotlight the most compelling propositions specific to the prospect’s needs. A customized and convincing pitch is the key to engaging with your leads till the deal closes.

Scribe top tip: Use an interactive documentation and training tool like Scribe to equip your team for conducting flawless discovery calls with prospects. Accelerate your knowledge-sharing process with visually appealing guides that create a distraction-free atmosphere for your team.

3. Customer proposals

Once the lead qualification and discovery processes are complete; your pre-sales support will design a proposal for each prospect. This proposal will summarize all the relevant information collected about the lead so far and address exactly what they’re looking for. 

Your pre-sales pros have to collaborate with the sales staff to prepare and perfect this proposal. It’s a crucial step in the process—aimed at building a deep understanding of the customer’s needs and positioning your offering as an ideal solution to tackle these challenges. 

This proposal will also include social proof and strong data points that pivot the conversation in your favor. 

4. Transactional support 

On top of their contributions leading up to a sale, your pre-sales pros can also help nurture customer relationships and retain existing users.  

In collaboration with the sales staff, pre-sales support can overlook the proposal's implementation and ensure a hassle-free experience. This includes resolving any queries and escalating any significant concerns. 

They also work in the background to boost customer satisfaction levels and identify opportunities for upselling and cross-selling. 


Pre-sales support can offer a massive boost to your revenue generation strategies. Once you train your sales ops team to implement and streamline pre-sales activities, you can expect a 6-13 percent increase in your revenue.

Your sales team has all the help they need to close deals more efficiently. with a well-defined pre-sales infrastructure 

If you’re planning to build a pre-sales setup for your team, Scribe will be your perfect resource to create training documents, outline workflows, and encourage peer learning. Try it today!