How is presales discovery process different from sales discovery?

Differences Between Sales Discovery Process and Presales (Solutions Consulting) Discovery Process

In the world of B2B sales, the discovery process is a critical phase that sets the stage for successful engagements. However, the approach and focus can vary significantly between the sales discovery process and the presales (solutions consulting) discovery process. Understanding these differences is essential for sales leaders, presales managers, and junior presales professionals to effectively navigate and optimize their roles. This article delves into the key distinctions, covering topics, attendees, and demo preparation aspects.

1. Objectives and Focus

Sales Discovery Process: The primary objective of the sales discovery process is to understand the customer’s needs, pain points, and decision-making criteria. Sales professionals aim to gather information that will help them position their product or service as the best solution. The focus is on identifying opportunities, qualifying leads, and building relationships.

Presales Discovery Process: In contrast, the presales discovery process, often led by solutions consultants, is more technical and solution-oriented. The goal is to deeply understand the customer’s technical requirements, existing infrastructure, and specific challenges. This process involves a detailed analysis to tailor the solution to the customer’s unique needs, ensuring it aligns with their technical environment and business objectives.

2. Topics Covered

Sales Discovery Process:

• Customer Pain Points: Identifying the key challenges and issues the customer is facing.
• Business Goals: Understanding the customer’s strategic objectives and how the solution can help achieve them.
• Decision-Making Process: Learning about the stakeholders involved and their criteria for selecting a solution.
• Budget and Timeline: Discussing the customer’s budget constraints and project timelines.
• Competitive Landscape: Gaining insights into the customer’s view of competitors and their offerings.

Presales Discovery Process:

• Technical Requirements: Gathering detailed information about the customer’s technical needs and specifications.
• Current Infrastructure: Assessing the existing systems, software, and hardware in place.
• Integration Needs: Understanding how the solution will integrate with the customer’s current environment.
• Customization Requirements: Identifying any specific customizations needed to meet the customer’s unique requirements.
• Proof of Concept (PoC) Criteria: Defining the success criteria for any PoC or pilot projects.

3. Attendees

Sales Discovery Process:

• Sales Representatives: Lead the discovery process, focusing on building relationships and understanding business needs.
• Customer Stakeholders: Typically include decision-makers, influencers, and end-users who can provide insights into their needs and challenges.
• Account Managers: May be involved to ensure alignment with the customer’s overall account strategy.

Presales Discovery Process:

• Solutions Consultants: Lead the technical discovery, focusing on understanding and addressing technical requirements.
• Technical Stakeholders: Include IT managers, system architects, and other technical experts from the customer’s side.
• Sales Representatives: Often participate to ensure continuity and alignment with the overall sales strategy.
• Product Specialists: May be involved to provide detailed information about the product’s capabilities and limitations.

4. Demo Preparation

Sales Discovery Process:

• High-Level Demos: Sales teams often prepare high-level demos that showcase the key features and benefits of the solution. These demos are designed to highlight how the solution can address the customer’s pain points and achieve their business goals.
• Customization: Limited customization is done at this stage, as the focus is on demonstrating the overall value proposition.
• Storytelling: Sales demos often incorporate storytelling to create a compelling narrative that resonates with the customer’s business challenges and objectives.

Presales Discovery Process:

• Technical Demos: Presales teams prepare detailed technical demos that address the specific requirements and use cases identified during the discovery process. These demos are more in-depth and tailored to the customer’s technical environment.
• Customization: Significant customization is done to ensure the demo aligns with the customer’s unique needs and demonstrates how the solution will work in their specific context.
• Proof of Concept (PoC): In some cases, a PoC or pilot project is developed to provide a hands-on experience of the solution’s capabilities and validate its effectiveness in the customer’s environment.

5. Outcome and Next Steps

Sales Discovery Process:

• Proposal Development: Based on the insights gathered, the sales team develops a proposal that outlines the solution, pricing, and implementation plan.
• Qualification: The lead is further qualified to ensure it meets the criteria for moving forward in the sales process.
• Relationship Building: Ongoing efforts to build and strengthen relationships with key stakeholders.

Presales Discovery Process:

• Solution Design: A detailed solution design is created, incorporating the technical requirements and customizations identified during the discovery process.
• Technical Validation: The solution is validated through technical assessments, PoCs, or pilot projects.
• Handover to Implementation: Once the solution is validated and the customer is satisfied, the project is handed over to the implementation team for deployment.

Conclusion

Understanding the differences between the sales discovery process and the presales (solutions consulting) discovery process is crucial for optimizing each phase and ensuring a seamless transition from discovery to implementation. Sales leaders, presales managers, and junior presales professionals can benefit from recognizing these distinctions and tailoring their approaches accordingly. By doing so, they can enhance their effectiveness, build stronger customer relationships, and ultimately drive successful outcomes.

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