Presales is often misunderstood. People think it’s about software demos, technical specs, and answering questions. But the real magic happens long before that—when you’re digging into what clients aren’t saying, uncovering hidden needs, and shaping software solutions they didn’t know they wanted. Done right, presales isn’t just a function; it’s where both trust and deals are won or lost before the first presentation even begins.
In this post, I’ll reveal what separates great presales teams from average ones, why it’s more about asking questions than giving answers, and how storytelling can transform technical details into real-world impact.
The Purpose Software Presales
At its core, presales serves as the bridge between the sales team and the client. It involves translating software, tools, and technology into solutions that are relevant and meaningful to the prospect. This is where the art of storytelling comes into play.
In presales, we are moving beyond being “software demo monkeys” who simply display features. Instead, we craft narratives that resonate with our audience. Why is storytelling essential in presales? Because it helps the buyer contextualise the solution, making often complex ideas far more accessible.
The Role of the Presales Engineer: A Swiss Army Knife
The presales engineer role can be best described as a Swiss Army knife—a versatile, multi-functional tool that adapts to a wide range of challenges.
Whether it is diving into technical details, crafting compelling narratives, or acting as a trusted advisor, the role requires an agile mindset, exceptional communication skills, and breadth of expertise. This adaptability ensures that we can meet the unique demands of each client interaction, whether it is troubleshooting a complex technical software feature or presenting a solution in a way that resonates with stakeholders.
The Power of Storytelling
What this definitely ISN’T, is telling a tall tale! In fact, it’s quite the opposite. Imagine presenting to a team and seeing the moment of realisation on their faces—when they discover, “I’d never thought of tackling it this way, but this would save me hours every week.” These moments of clarity and relevance are the essence of effective storytelling in presales. It’s helping to explain something in an accessible way.
This nuanced role requires a blend of technical software expertise, quick thinking, and soft skills. It is about understanding the capabilities of the software and technology while also being able to engage, ask insightful questions, and extract the unspoken challenges clients face. It is a journey of discovery and alignment—or, put more simply, helping customers connect the dots.
Building Trust and Driving Clarity
In presales, you often become a trusted partner. Prospects and clients rely on you for answers, asking questions like, “Does your software do this?” or “How does it support my department?” Building this trust starts with clear, honest communication. Most people can sense when they’re being spun a yarn and are (rightfully) wary of the salesperson who says “Yes!” to everything. No solution is perfect out-of-the-box, and we should be wary of those who suggest their software is, but the purpose of presales is to guide you to a sense of understanding how well the software matches your requirements.
Sometimes, the most powerful tool for building trust is identifying and articulating what your software can’t do, because a demo without objections rarely ends in a positive outcome.
I take pride in ensuring that communication is clear, honest, and transparent. And I’m proud to work for a company where my executive team encourages and supports that approach, telling us they’d rather lose a deal by being truthful than win it through deception. If our solution is not the right fit, we say so. If there are limitations, we address them upfront. This honesty not only builds credibility but also strengthens relationships over time.
The “aha” moments—where confusion turns to clarity—are the most rewarding part of the role. These moments underscore the importance of being relevant, knowledgeable, and empathetic.
The Pillars of Presales Success
Ultimately, presales is about three key elements:
- Support: Acting as the crucial link between sales and the client, providing solutions tailored to their needs.
- Trust: Building relationships through honesty, reliability, and expertise.
- Communication: Ensuring clarity and alignment through transparent and effective dialogue.
Presales is more than a job; it is a role that requires a constant balancing act of technical skills and emotional intelligence. It is about connecting with people, solving problems, and most importantly, making a meaningful impact on their journey. I do not see my role as being to sell something to somebody, but instead to guide them through a buying experience that provides them with all the information, evidence, and context they need to make a confident, well-informed decision on their next steps.
And that is what makes it so fulfilling.
