Listen More to Learn More
Presales professionals need to listen more than question their customers
5 Levels of Leadership
Understand your leadership posture to enchance your presales position and impact
TABLE OF CONTENTS
Executive Summary
John C. Maxwell's five levels of leadership explains that leadership is an active process of influence rather than a static position.
Situation
The Need for Leadership Thinking in Presales
Every presales professional must embrace their role as a leader. While technical expertise is crucial, true success in presales extends far beyond technical demonstrations.
Presales professionals are uniquely positioned to lead - bridging the gap between technical solutions and business value, guiding customer decisions, and orchestrating internal teams. Without this leadership mindset, presales professionals risk being reduced to mere technical demonstrators, missing opportunities to drive strategic value and meaningful customer relationships.
Understanding and developing your leadership capabilities is therefore essential for maximizing your impact in the presales role.
For presales professionals, leadership isn't about formal authority but rather about influence and the ability to guide technical decisions while maintaining strong relationships with both internal teams and customers.
Turning Point
The The 5 Levels of Leadership is a framework for understanding and developing leadership effectiveness based on influence and relationships rather than solely on position or authority.
The 5 Levels of Leadership
Level | Key Word | Description | Why People Follow |
1. Position | Rights | Based on title or job description | Because they have to |
2. Permission | Relationships | Built on positive connections and rapport | Because they want to |
3. Production | Results | Focused on achieving tangible outcomes | Because of what the leader does |
4. People Development | Reproduction | Developing and empowering others | Because of what the leader does for them |
5. Pinnacle | Respect | Long-term positive impact and influence | Because of who the leader is |
Practice
Applying the Five Levels of Leadership in Presales
Level 1: Position - Building Credibility
In presales, your position comes from technical expertise and organizational authority. However, relying solely on this creates transactional relationships where customers engage only because they "have to" during the sales process.
Key Actions for Presales Professionals
- Establish technical credibility through thorough product knowledge
- Demonstrate industry expertise
- Maintain professional certifications
- Document and share success stories
Level 2: Permission - Developing Trust
At this level, presales professionals move beyond technical demonstrations to build genuine relationships. Customers engage because they want to learn from and work with you.
Key Actions for Presales Professionals
- Listen actively to customer challenges
- Show genuine interest in their business objectives
- Respond promptly to inquiries
- Share relevant insights beyond product features
- Follow up proactively with valuable information
Level 3: Production - Delivering Results
This level focuses on demonstrating tangible value and helping customers achieve their desired outcomes. Your influence grows because customers see the concrete benefits of working with you.
Key Actions for Presales Professionals
- Create compelling proof of concepts
- Document and communicate ROI clearly
- Help customers envision successful implementation
- Share relevant case studies and success metrics
- Guide technical decision-making effectively
Level 4: People Development - Enabling Customer Success
At this level, presales professionals focus on developing their customers' capabilities and helping them become more successful in their roles.
Key Actions for Presales Professionals
- Mentor customer technical teams
- Create educational resources and documentation
- Facilitate knowledge transfer sessions
- Connect customers with relevant internal experts
- Help customers build internal champions
Level 5: Pinnacle - Becoming a Trusted Advisor
The highest level of presales leadership is achieved when you become a trusted advisor who influences strategic decisions and shapes technical vision.
Key Actions for Presales Professionals
- Provide strategic technology guidance
- Influence product roadmap based on customer needs
- Connect customers with industry peers
- Share thought leadership content
- Advocate for customer interests internally
Call to Action
To effectively implement these levels in presales consider the four areas below:
Remember that these levels aren't strictly sequential in presales. You may need to demonstrate different levels of leadership with different stakeholders within the same organization.
The key is to consistently work on building stronger relationships while delivering tangible value.
By consciously applying these leadership levels, presales professionals can transform their role from technical demonstrators to trusted advisors who shape customer success and drive strategic value.
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