The pre-sales funnel is an important tool that contains the necessary steps for a company to qualify leads and pass it on to the sales team. Its stages are very important and need to be respected to deliver the value and confidence that the lead needs to become a customer.Qualifying leads is an art that all companies need to master.

And, taking into account a wise phrase, which may even sound like a cliché, this mission becomes even more assertive.

You’ve heard that “haste is the enemy of perfection”, haven’t you? When it comes to qualifying leads and the pre-sales funnel, this remains true.

There are steps, activities and strategies to be followed. All of them in their time.

The purpose within the pre-sales funnel is to deliver the value and confidence that the lead needs to, then yes, enter the sales funnel and be approached by the seller.

So, here’s a tip: have a specific professional (or a team, depending on the size of the company) just for this funnel.

Today’s text will talk about the steps, strategies, activities, settings, managers and everything you need to know to set up a high conversion pre-sales funnel for your team to work with.

Let’s check it out?

Good reading!

What is the pre-sales funnel?

Pre-sales funnel for lead qualification

The pre-sales funnel follows the same logic as the sales funnel and many other types of funnels for as many other processes.

It is a tool with steps, activities and strategies to make the lead move forward in his buying journey.

In more complex sales processes – and even more organized ones – it is very common to have this pipeline to manage lead qualification steps.

Here, it is important to say, for the sake of company sales management, that the salesperson cannot be responsible for the pre-sales funnel.

The ideal is to have a professional focused on this. His name? It is usually called SDR – Sales Development Representative.

His job is to make the first diagnosis of the client’s pain and understand if he is fit with the products or services offered.

If so, the leads are qualified and are sent to the sales pipeline where, yes, the seller will have contact with these opportunities.

If not, you need to return it to the marketing funnel to continue to be nourished by good – in-depth content – to awaken the desire and the need to buy.

What are the stages of the pre-sales funnel? What happens in each of them?

Pre-sales funnel for lead qualification

That answer will always depend on your prospecting and lead generation process.

But, of course, here we want to talk about the common steps of the pre-sales funnel within the sales model inside sales.

In other words, it is a funnel for the SDR to qualify the lead and get it ready for the sales funnel where the salesperson will handle the opportunity.

Within this reality, we can separate the pre-sales funnel into 7 stages.

Are they:

  1. Lead Entry / Distribution;
  2. 1st Contact – welcome;
  3. 2nd Attempt to contact;
  4. 3rd Attempt to contact;
  5. Qualify customer;
  6. Waiting for scheduling;
  7. No interest / Recovery.

We’ll take a closer look at each one from now on so that you understand how a pre-sales funnel fits into the process and your current team.

We will talk about what each stage is, the activities, those responsible, configurations and actions.

In addition, we’ll share some supporting content to help increase conversion rates.

Ah, a tip, actually a good practice.

When sending emails in attempts to contact, always put some content that helps the lead to better understand their possible pain and how the product or service that the company is trying to sell works.

It is important to deliver value to the lead for each contact and create an ever-increasing relationship of trust.

Combined?

Let’s go to the pre-sales funnel steps, then:

1 – Entry / Distribution of leads

Pre-sales funnel for lead qualification

What is this step?
Where leads from the acquisition channels enter: either manually, imported or automatically. It is important to say that the lead is not stopped at this stage, it automatically moves to the next one.

Step activities
Lead distribution to the team
Definition of the owner of the opportunity, either manually or through automation.

Who is responsible for the stage
The entire pre-sales team

Settings within CRM
Funnel cadence (zero days)

Automatic actions within CRM
Moving the opportunity automatically to the next step.
Automation – Lead Distribution via round robin
Integration with website, Facebook and RD Station to receive the lead automatically in this step.

Support content:

2 – First contact: welcome

Pre-sales funnel for lead qualification

What is this step?
Here the first attempt is made to contact the lead to check if he is a potential customer.

Step activities
Automatic e-mail sending;
Record of contact activity

Who is responsible for the stage
Responsible SDR

Settings within CRM
Standard email template for 1st contact;
Customized form to carry out the qualification.

Automatic actions within CRM
Automatic email trigger when the opportunity arrives at this stage;
Duplicate the opportunity in case of a win (that is, the lead is interested in talking to the seller).

Support content:

3 – Second attempt to contact qualification

Pre-sales funnel for lead qualification

What is this step?
Here the 2nd attempt is made to contact the lead to check if he is a potential customer and qualify him.

Step activities
Automatic e-mail sending;
Contact with the customer (call, if there is a number);
Record of contact activity

Who is responsible for the stage
Responsible SDR

Settings within CRM
Standard email template for 2nd contact;
Customized form to carry out the qualification.

Automatic actions within CRM
Automatic email trigger when the opportunity arrives at this stage;
Duplicate the opportunity in case of a win (that is, the lead is interested in talking to the seller).

Support content:

4 – Third contact attempt for qualification

Pre-sales funnel for lead qualification

What is this step?
Here the 2nd attempt is made to contact the lead to check if he is a potential customer and qualify him.

Step activities
Automatic e-mail sending;
Contact with the customer (call, if there is a number);
Record of contact activity.
Move to the last step of the funnel if you don’t get an answer.

Who is responsible for the stage
Responsible SDR

Settings within CRM
Standard email template for 3rd contact;
Customized form to carry out the qualification.

Automatic actions within CRM
Automatic email trigger when the opportunity arrives at this stage;
Duplicate the opportunity in case of a win (that is, the lead is interested in talking to the seller).

Support content:

5 – Qualify customer

Pre-sales funnel for lead qualification

What is this step?
Having made the initial contact with the customer, it is time to schedule another contact for qualification.

*Important: If the lead answers the previous calls and the qualification can occur at this time, this step can be skipped.
If he responds to the email by authorizing a call, or answering the call asking to call later, then andThis step must be accomplished.

Step activities
Leave the connection scheduled;
Qualify customer by filling in the qualification form.

Who is responsible for the stage
Responsible SDR

Settings within CRM
Customized form to carry out lead qualification;
Alert of opportunity stagnation at this same stage (up to 5 days);

Automatic actions within CRM
Duplicate the opportunity in case of a win (that is, the lead is interested in talking to the seller).

Support content:

  • Open questions to understand the client’s pain and qualify him. Click and access.
  • How do I know if the lead qualification call was positive or not? Click and access.

6 – Awaiting scheduling

Pre-sales funnel for lead qualification

What is this step?
This is where the e-mail is triggered for the person of the opportunity with the public agenda so that they can choose the time and date of the conversation with the seller. Or, simply, asking for the best day and time for that.

Step activities
Qualified customer;
Schedule a meeting with the seller.
After scheduling is done, give gain in the opportunity.

Who is responsible for the stage
Responsible SDR

Settings within CRM
Alert of opportunity stagnation at this same stage (up to 5 days).

Automatic actions within CRM
Duplicate the opportunity in case of a win (that is, the lead is interested in talking to the seller).

Support content:

7 – No interest / Recovery

Pre-sales funnel for lead qualification

What is this step?
An email is triggered to the person of the opportunity thanking and making himself available to chat at any time.

Step activities
Send lead email
Freeze the opportunity for 60 days. After that time, it returns to the first stage of this same pre-sales funnel.
Put it on the list to receive the company’s newsletter

Who is responsible for the stage
Responsible SDR

Settings within CRM
Funnel cadence (60 days)

Automatic actions within CRM
Returns to the first stage of the funnel

Support content:

  • Know the most difficult types of customers and how to qualify and sell to them. Click and access.
  • How to send good email marketing to your leads and potential customers? Click and access.

Did you see?

This way you can structure a process of lead qualification much more assertive within the company.

It also understands the steps, activities and assembles a team capable of giving much better opportunities for its salespeople to work.

This is, without a doubt, a very important step in the entire sales process. Decisive for CAC and the sales cycle of all businesses.

So, how can we help you?

If you were unsure about how to set up a pre-sales funnel or want to better understand how CRM can help your team …

Talk to a consultant

Enjoy and read two articles that will help your team to have more qualified leads every day.

The first talks about how to do a sales training focused on the pains of the process.

The second addresses the need for constant and short sales meetings in companies.

Good sales!

A hug from CWT, your CRM. #RunCWT