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What is Pre-Sales in Fintech? | EC1 Partners

Fintech companies provide sophisticated and innovative solutions representing a paradigm shift in how tasks are accomplished. Communicating this to clients requires close integration and deep understanding between sales and tech teams, which can be aided by a robust pre-sales team.

This article discusses:

  • What is Pre-Sales?
  • What does a role in Pre-Sales look like?
  • The importance of Pre-Sales in FinTech
  • The benefits of a Pre-Sales team

What is pre-sales?

Pre-sales is the crucial process preceding an actual sale. In Fintech, this means assessing product capabilities and aligning them with customer requirements. It requires a deep understanding of the financial regulations applying to organisations and can involve integrating your solution with existing systems and customising features to meet specific customer needs.

Your pre-sales team will work closely with clients to deliver in-depth technical demos, address complex queries and provide a comprehensive overview of your product’s capabilities. They’ll also work on solutions mapping to make sure your product aligns perfectly with your client’s specific needs and challenges

Pre-sales teams are often responsible for preparing detailed responses to Request for Proposals (RFPs) to guarantee your proposed solution complies with your client’s requirements. They’ll also train your sales team on in-depth product knowledge.

Illustration showing a meeting between tech and pre-sales employees at a Fintech company.

What does a pre-sales role look like?

There’s a common misconception that pre-sales is primarily focused on the early part of the sales process – like cold calling – while still catering to the client’s needs. Pre-sales roles are multifaceted, requiring in-depth technical and product knowledge. This means candidates will need a wide range of skills, from technical expertise like scripting and programming. They’ll also need to be subject matter experts on your product. Specific requirements will vary between companies.

Pre-sales are like translators between your tech team and the client. They simplify technical jargon and explain product features and benefits in a way clients – especially those with non-technical backgrounds – can easily understand. Sometimes, they can even be involved in solution design, working with the tech team to tailor solutions for larger clients or other unique challenges.

A fully functioning pre-sales team works closely with your tech team to strategise objectives, tactics and streamlined processes. This level of collaboration enhances their collective knowledge and makes sure your client’s needs are met efficiently.

Pre-sales in Fintech

The specifics of a pre-sales role in Fintech can vary from company to company. A company in the payments sector might seek pre-sales experts with API integration experience. Other sectors might prefer candidates with client-facing skills and train them on the technical side of their product. Requirements often align with a business’s size and capacity to invest in training.

The main challenges for Fintech pre-sales teams revolve around product complexity. They need to be subject-matter experts to convey the unique intricacies of solutions to clients. The technical nature of Fintech products adds to this challenge and makes close integration with your tech team essential.

Addressing diverse client needs can create issues, too, as each client presents unique challenges. This means that pre-sales teams also need to be excellent communicators as well as being technically adept.

Benefits of a pre-sales team

A well-functioning pre-sales team brings significant benefits to a Fintech company. It streamlines the sales cycle, ensures clients are well-informed before purchasing, and fosters trust between client and company. Tailored solutions, even for unique client needs, become more feasible with a strong pre-sales team.

You can implement these key strategies to ensure optimal efficiency in your pre-sales team. Integrate them with your tech team so they’re well-informed about current and future products and features. Keep them involved with ongoing collaborations across appropriate teams. A constant feedback loop with tech, sales, presales, product, implementation and clients is a great way to set up your business for success.

Confidence, adaptability, and effective communication are critical attributes for candidates keen to enter the world of pre-sales. Clients also value the ability to present solutions with conviction and integrity and the ability to handle tight deadlines. In interviews, demonstrating confidence and competence in explaining concepts can enhance your chances of securing a role in the pre-sales space.

Rachel Weiner, Senior FinTech Recruitment Consultant NY

For more information, reach out to Rachel Weiner at [email protected]  


The performance of a pre-sales team in a Fintech company can significantly impact the conversion rate of leads into actual sales. A strong pre-sales team is vital in accelerating the sales cycle by ensuring that clients are well informed about the product before making a purchase decision. They achieve this by providing in-depth technical demos, addressing complex queries, and mapping solutions to the client’s specific needs. While there may not be universal quantifiable metrics due to the variability of products and client requirements, case studies and success stories within the industry often demonstrate the effectiveness of a robust pre-sales team. These stories typically highlight reduced sales cycle times, increased client satisfaction, and higher conversion rates as outcomes of a well-executed pre-sales strategy.

Integrating pre-sales with the tech team is crucial for seamless collaboration and successful product demonstrations. Fintech companies can implement several strategies to achieve this integration effectively. One approach is to establish regular cross-functional meetings or workshops where pre-sales professionals can gain insights into the latest product developments and upcoming features directly from the tech team. Additionally, fostering a culture of open communication and knowledge sharing between these departments can help overcome common challenges or barriers, such as differences in terminology or understanding of technical capabilities. By encouraging collaboration and mutual understanding, Fintech companies can leverage the collective expertise of both teams to deliver tailored solutions that meet client needs effectively.

Effective communication skills are paramount for pre-sales professionals, particularly in translating complex technical concepts into understandable terms for clients. To bridge the gap between technical jargon and layperson’s terms, pre-sales professionals can employ various strategies. For example, using analogies or real-world examples can help illustrate technical concepts in a relatable manner. Additionally, active listening and asking probing questions can help pre-sales professionals understand the client’s level of technical understanding and tailor their explanations accordingly. Providing visual aids or interactive demonstrations during presentations can also enhance comprehension and engagement. Ultimately, building trust with clients requires clear communication, authenticity, integrity, and a genuine commitment to understanding and addressing their needs.

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