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A comprehensive guide defining the presales meaning, role of presales consultants, and how presales enablement powers businesses

Presales training on laptop hosted by 2Win Global

In the dynamic realm of business, the pre-sales phase plays a pivotal role in shaping success. Understanding the nuances of pre-sales is crucial for organizations aiming to gain a competitive edge. This comprehensive guide delves into the essence of pre-sales, exploring its meaning, the role of pre-sales consultants, and the critical concept of pre-sales enablement.

What is Pre Sales?

Pre Sales Meaning

Presales refers to the phase of a business process that occurs before the actual sale of a product or service. It involves activities and interactions aimed at understanding the needs and requirements of potential customers, addressing their concerns, and presenting tailored solutions to meet their specific challenges.

What is the Goal of Presales?

The primary goal of pre-sales is to build a strong foundation for a successful sales transaction by establishing a positive relationship with the prospective customer (check out these 10 tips) and demonstrating the value and benefits of the offered products or services. This phase, which powers business growth, often includes activities such as product demonstrations, technical presentations, answering queries, and providing in-depth information to help potential customers make informed decisions.

How Does the Pre-sales Process Work?

In the pre-sales process, the focus is on understanding the customer's pain points, requirements, and expectations, allowing the sales team to customize their approach and proposal effectively. This phase is critical in creating a sense of trust and confidence in the potential buyer, as it lays the groundwork for a successful sales pitch.

Pre-sales professionals play a crucial role in bridging the gap between the technical aspects of a product or service and the customer's needs, ensuring that the proposed solution aligns with the client's goals and delivers tangible value. Effective pre-sales activities contribute significantly to the overall success of the sales cycle by helping to identify and address potential challenges early on and positioning the offering as a suitable and valuable solution for the customer.

What is Presales Enablement? 

Presales Academy Training

Presales enablement is a strategic approach aimed at preparing professionals involved in the presales phase of business with the necessary skills, knowledge, and resources to effectively engage potential clients and contribute to successful sales outcomes. Check out our 2Win training programs!

Sales Training is Not Presales Training

It's crucial to differentiate presales from traditional sales in training initiatives, as the nature of their roles requires unique skill sets. Presales teams typically focus on understanding customer needs, technical aspects of the product or service, and crafting tailored solutions. This requires a specialized set of tactics that may differ from the broader sales training.

Customer Success (CS) Teams

However, it's noteworthy that many tactics employed in presales enablement also prove beneficial to customer success teams. Both teams benefit from effective communication skills, understanding the customer journey, and showcasing the value of the product or service. The overlap emphasizes the interconnectedness of these roles, underscoring the need for a holistic approach to enablement that addresses the distinct requirements of both presales and customer success.

What is a Pre sales Consultant?

AKA Solution Engineer (SE) or Presales Engineer

A Presales Consultant, also known as a Solution Engineer (SE) or Presales Engineer, plays a crucial role in the technology and software industry. This professional is responsible for understanding a client's business needs and challenges and then presenting tailored solutions that align with the client's requirements.

The Presales Consultant works closely with the sales team, using their technical expertise to demonstrate how a product or service can address specific customer pain points. They often engage in product demonstrations, create technical proposals, and participate in discussions with potential clients to ensure a clear understanding of the proposed solutions. Personal branding is key to presales and sales presentation. Check out our free training "Building Your Personal Brand" featuring our VP of Operations, Chad Wilson, and Master Instructor, Taunya Bunte.

Additionally, a Presales Consultant may collaborate with product development teams to provide feedback based on customer interactions, contributing to the continuous improvement of products and services. Overall, this role requires a blend of technical proficiency, communication skills, and a deep understanding of both customer needs and the capabilities of the products or services being offered.

Presales vs Sales

Presales: Solution Engineers (SE's)

Building Value through Collaboration and Relationship-Building

The distinction between Presales and Sales lies in their strategic approaches (see our shared sales playbook) and emphasis on different stages of the customer engagement process. Presales professionals serve as the architects of possibility, engaging clients in a collaborative dialogue aimed at exploring the myriad options available to address their needs. This involves a meticulous process of brainstorming, relationship-building, and trust cultivation.

The Presales phase is not merely about presenting a product or service; rather, it is about delving into the client's world, understanding their pain points, and working together to identify what solutions hold the most value. By fostering a deep sense of alignment, Presales professionals lay the groundwork to eliminate potential obstacles and deliver tailored solutions that precisely cater to the client's unique requirements.

Sales: Account Executives (AE's)

Targeted Execution and Progression

On the other side of the spectrum, Sales professionals operate on the assumption that the client's needs and pain points are already identified. Their primary focus is on advancing the conversation to the next level, with a sharper emphasis on targeted execution. Sales representatives undertake the crucial task of turning initial contacts and discoveries into concrete steps towards closure. This involves strategic planning, persuasive communication, and the ability to articulate how the proposed solution aligns with the client's known needs.

While Presales builds the foundation through exploration and relationship-building, Sales steps in to refine and progress, steering the engagement towards a decisive resolution. The interplay between Presales and Sales is a dynamic tandem that ensures a comprehensive and effective customer journey, from inception to successful collaboration.


As businesses evolve, the significance of pre-sales becomes more pronounced. Armed with a clear understanding of pre-sales meaning, the role of pre-sales consultants, and the impact of pre-sales enablement, organizations can navigate the competitive landscape with confidence. Stay ahead of the curve by integrating these insights into your business strategy and witness the transformative power of pre-sales.