Return to site

How to Deliver 10X Value in Your Pre-Sales Process

Written By @RajenSanghvi

· Modern Sales,Sales Process,Sales Playbook

Isn't it amazing when a sales rep gives you a few reasons why you might be interested in looking at one of their competitors? It kind of makes you want to work with her more doesn't it? Then, of course she manages to give you few more reasons why her service is probably a better fit, but in that moment you're intrigued. She was knowledgeable; she demonstrated interest in your well-being; and by providing real value to you the prospective client, she earned your trust. How do we make this a repeatable part of our sales machine? Startups strive to deliver 10x value by developing world class products. Why not hold our sales teams to higher standards and make this a goal for our pre-sales process as well?

“The best companies don’t win through the quality of the products they sell, but through the quality of the insight they deliver as part of the sale itself.”​

- Brent Adamson and Matthew Dixon

Why should you strive for a 10X value mindset in your pre-sales process?

1) Demonstrate that you care about the client's best interest at heart.

2) Build trust so you can get them to open up and better understand their challenges.

3) Earn the right to propose solutions and win the business.

4) Deliver on the promise of helping them achieve their desired outcome.

One of my favourite scenes in Miracle on 34th Street was when Santa Claus recommends visiting a competitor. It was not only the right thing to do, but it ultimately ended up resulting in good business for Macy's also.

While it may be the sales reps duty to execute on the sales strategy, it's up to the organization to build a sales engine around the 10X value mindset. How do you do it?

7 Ways to Deliver 10X Value In Your Pre-Sales Process

  1. Content With DEPTH - This is not about clickbait content that just drives traffic, leads and SEO. I'm talking about exceptionally well-researched content that prospects can use to diagnose or actually solve a business problem.
  2. Domain Knowledge - If you're hiring intelligent and ambitious new grads to source contact information and send out e-mail templates, you're wasting talent. Even with limited industry experience, arm them with enough market knowledge so they can teach the prospect something new. That's the measuring stick. Do they have enough domain knowledge where they can help the prospect think differently? 
  3. Sales Stories - Do the sales reps have a comprehensive understanding of the different ways your existing customers are using your product? Go beyond the highlights in the case studies. Being able to weave in stories of challenges other customers were experiencing, how they ended up using your product and drove adoption in depth is important at each step of the sales cycle.
  4. Follow Up Menu - Much has been written on why sales reps shouldn't "Check-In" and "Follow-up", but what should they do instead? What are some good reasons for reps to call up customers or send emails when prospects go silent. Provide your reps with a follow up menu of reasons that provide value (and reasons not to), customized to each step of the sales process.      
  5. Facts, Trends and Benchmarks - While similar to domain knowledge, this is slightly more specific; especially if you're in technology sales. It's important to be able to educate customers on the future they need to be ready for. In order to help them "innovate" their business processes, it's important to be able to justify the direction the industry is going with facts and figures. Arm your reps with this data.
  6. Competitive Knowledge - It's not enough to know who your competitors are. We all have strengths and weaknesses, and it's important for the sales team to know how they are positioned against the competition. This will not only help them deal with any FUD (Fear, Uncertainty, and Doubt) their competitors create, but also educate prospects on differences between solutions. Being able to speak intelligently about the competition isn't a waste of time, it helps you win deals.
  7. Pilot, Proof of Concept (POC), Free Trial or Totally Free Version - It's 2017 and with so much free software out there, it's imperative to have something to give in your toolkit (even if you don't give it away immediately). Allow prospects to get a real taste of how your product/service will help them achieve their desired outcome. Even in the enterprise, vendors like Slack, Drift, and Hubspot do an incredible job of providing completely free standalone products that drive 10X value in their pre-sales process. 

With a 10X value mindset built into your pre-sales process, you're giving your prospects reasons to want to work with you at each step of your funnel. Each step is coordinated in a way that delivers something useful to the prospect, ultimately leading to a won deal and happy customer. This requires the company to treat their pre-sales process with a product mindset; it requires investment (e.g. time), it needs to be tested for efficacy (e.g. customer feedback), and needs to get better over time (continues development and iteration). Winning requires more than just having awesome sales people; it requires an awesome sales organization that's committed to being the best both pre-and-post sales.

Thanks for reading. If you found this post useful or are looking to build a 10x value pre-sales process, I'd love to hear from you. You can leave me a comment below or email me at Thanks.

Hero Image Source: Miracle on 34th Street (1947) by Insomnia Cured Here via Flickr

All Posts

Almost done…

We just sent you an email. Please click the link in the email to confirm your subscription!

OKSubscriptions powered by Strikingly