2. Contents
1 Presales Process Overview
2 Roles & Responsibilities
3 Writing a Winning Proposal
4 Post-RFP stage
5 A Generic Framework
3. What is presales
A set of activities normally carried out
before a customer is acquired
A typical sales cycles
Suspect
Prospect/Opportunity
Lead
Presales involvement in these phases
differs from situation to situation
4. What is Presales
Happens along with a sales
person before a sale closes
It is sales support
It is also about being a technical
and business consultant
5. A Typical Sales Process
Product Knowledge
Prospecting
Approach
Needs Assessment
Customer Presentation
Sales Close
Follow-up
7. What is not presales
Searching for new suspects,
prospects or leads
Qualifying prospects
Deciding and planning to approach
prospects
Negotiating with customer in closing
a deal
8. What is not presales
Developing relationship with
customers
Calling for a meeting with the
customer
Deciding the price of a deal
Collecting feedback from the
customer
9. Presales in IT
Companies looking for vendors to
implement software solutions call for
proposals
Support for Sales in closing a deal
Many times a technical and business
consultant for the potential customer
Crucial link between Sales, Customer
and Delivery
Needs a blend of technical, business
and soft skills
10. Presales in IT
Needs to work having the ‘big picture’
in mind – winning the deal for the
company as well as customer delight
Presales role could be specific to
account, territory, technologies and
partners
Plays an important role in making
proposals for RFPs and RFIs
11. Why Presales
Increasing complexity in customer’s
business requirements in terms of
variety in technology, number of
components or modules, security and
infrastructure needs
Customer delight is more than
matching customer needs with a right
technical solution. Customers expect
vendors to partner with them in
meeting their evolving business
needs
12. Why Presales
Bidding process is a complex and a
very formal one, with strict adherence
to procedures and timelines
Bidding process involves intelligent
negotiation on price, scope of work,
schedule and other contract
requirements
Therefore is too important to be done
without committed and dedicated
professionals
13. Without Presales
Making proposals may either end-up
with delivery heads or worse, with
sales
Sales will not have the depth of
technical knowledge to provide a
solution
Delivery heads may not have skills to
match customer’s business needs
with the right technical solution
Both the teams could be short on
bandwidth to take full responsibility
15. Presales in career growth
A great opportunity to know up close
the market and the business of
software, and what ‘sells’
Opportunity to get a systemic view of
many things that makes up an
organization and it’s business
Opportunity to get to know different
cross-sections of customer and
technology solutions
16. Presales in career growth
People with a technical background
can add lot of value by bringing in
their experience and thereby benefit
from it
Working in presales can also be seen
as a choice for shifting to
management career path
Opportunity to learn a variety of skills
including client liaison, managing
cross-functional teams, leadership,
consulting skills
17. Presales in career growth
In larger organizations, presales
gives a very good opportunity to
network with all the right people
Since presales is demanding on both
technical and business knowledge
and management skills, it’s the right
place for a challenging job
18. Presales is different
Any specific sales engagement is
temporary
therefore the corresponding sales-presales
engagement is also
temporary
The same is true for the other
cascading engagements between
presales and others down the line
The engagement on an average lasts
for about a month – from the start of
the RFP to the end of the RFP
19. Place of presale
Where does a presale person belong
to
Practices
Center of Excellence or Technologies
Accounts
Territory
Partners
Sales
Sometimes from the project itself
20. Common Attitude and Perceptions
I am on bench. So they picked me up
to do this job…
This is mainly a ‘cut-copy-paste’ job.
Why do they need me ?
In any case, winning depends entirely
on the sales team and the top
management…
After all, I am a technical person… I
don’t know or want to be a sales
person
I don’t see the results immediately, it
usually takes months before I hear…
21. Common Attitude and Perceptions
We are non-billable resources.
Obviously we don’t get enough
resources to do the job
I am not trained for this job…
There’s just not enough and right
information around to write this
proposal…
There’s hardly enough time to do this
work… Why can’t they inform me
much ahead ?
How do I grow in my career in this
path ?
22. Common Problems
Presales work is not assigned the
right resources
Not enough training is given
Presales work needs many temporary
resources and therefore gets less
commitment
People who are on bench are
assigned
Proposal can have too many technical
components and therefore may need
involvement of many people
23. Common Problems
May face ownership problems
Demanding on technical, business and
soft skills all at once
Every RFP response ‘suffers’ from
extreme time constraints
28. www.themegallery.com
Presales Stages
• Finalise reqmts
• Shortlist vendors
• Finalise Evaluation
Criteria
• Finalise Budget
• Issue RFP
• Arrange pre-bid
conference
• Provide
clarifications
• Receive proposal • Request for site visit
and/or demo
• Evaluate and finalize
vendor
• Make customer
presentation
showcasing services,
products and
strengths
• Receive RFP
• Seek clarification on
RFP
• Get commitment
from internal
resources
• Keep mgmt
informed
• Assist presales with
inputs from customer
and about customer
• Add commercials to
the proposal
• Arrange for
Customer visit
• Arrange for demo
and presentation
• Provide inputs as
needed
• Receive RFP
• Identify resources
to work on RFP
• Form cross-functional
team
• Seek clarifications
• prepare proposal by
working with cross-functional
teams or
by taking inputs from
them
• Assist sales in
customer visit, demo
and presentation
• Provide inputs as
needed (case studies,
testimonials)
• Provide inputs as
needed (questions to
customers on
business needs,
technical specs, etc)
• Provide inputs as
needed (technical
solutions, relevant
case studies, etc)
• Provide inputs as
needed (inputs for
demo)
Delivery Presales Sales Customer
Pre-RFP RFP Proposal Post-RFP
29. Information Flow
Customer
Sales
Pre
sales
Delivery
•Business Reqmts
• Technical
Reqmts
• Constraints
• Evaluation
Criteria
• RFP
• Clarifications
• Provide infn on
products,
services
• present success
stories
• seek further infn
on customer
• RFP
• Infn on
customer
constraints,
preferences,
priorities
• Competitor infn
• RFP Clarifications
• questions on
RFP
• questions on
customer
• status update
• Response to RFP
• questions on
business and
technical reqmts
• questions on
customer
constraints,
Evaluation
•Carsitseurmiaptions,
customer
problems, etc
• seek to
understand
business and
technical reqmts
to form a solution
• seek to
• understand
solution provided
30. Discussion
Use the IFD to discuss about
The gaps in information flow
The inefficiencies
What kind of information loss happens
Identify areas of potential risks
The choice of medium and its suitability