Interview with Dr. Johannes Hangl on Presales, Automation, and Emotional Selling

Today, I speak with Dr. Johannes Hangl, a seasoned expert in the world of Presales and a passionate advocate for transforming how we approach sales processes. Johannes recently authored a book on the topic and has dedicated much of his career to perfecting the role of Presales in the sales cycle. In this interview, we dive deeper into his ideas summerised in ‘The PreSales Handbook: Discover, Qualify Hard, Tell the Story, Listen and Stay Honest’ and insights on how automated demos, emotional selling, and human connection all come into play in the world of Presales.

‍Anna Decroix:

‍Where do you think Presales professionals have the most significant influence in the sales cycle, and how can they maximise their impact at that stage?

Johannes Hangl:

‍I believe Presales professionals have their greatest influence during the discovery phase. This is when they actively listen to the client, uncover their needs, and qualify whether there’s a fit between the prospect’s requirements and the solution being offered. At this stage, Presales can help clients identify their pain points, define their goals, and ensure that the solution will truly add value. To maximise impact, Presales professionals should focus on active listening, ask probing questions, and provide tailored recommendations that demonstrate an understanding of the client’s needs.

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‍Anna Decroix:

‍What crucial discovery questions should Presales ask to uncover client needs effectively, and how can they align these insights with early qualification to maintain strategic goals?

Johannes Hangl:

‍The key to effective discovery is starting with an open mind. Presales professionals should avoid rigid, scripted questions and instead foster a conversation that feels natural. It's important to begin by building rapport with the client and understanding their business context. For example, ask, 'What are your main objectives for this year?' or 'What challenges are you currently facing?' These insights can then be aligned with early qualification to ensure that the solution offered is a strategic fit. It’s about knowing when to pivot the conversation to validate whether the solution can meet those goals.

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‍Anna Decroix:

‍How can Presales professionals balance emotional appeals with logical reasoning in demos, and what techniques can they use to tap into the emotional drivers of different buyer personas?"

Johannes Hangl:

‍Balancing emotional appeals with logical reasoning in demos is crucial. In my book, I discuss 'limbic selling,' which taps into the emotional drivers of buyers. People connect with stories, so it’s essential to incorporate emotional storytelling into your demos. Start by presenting challenges that resonate with the audience’s persona and then demonstrate how the solution solves those problems. For logical appeal, focus on clear, practical benefits, ROI, and key features. For emotional appeal, use visuals and relatable stories that show how others like them have succeeded using the solution. This mix of logic and emotion ensures a well-rounded demo that speaks to both the heart and mind.

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‍Anna Decroix:

‍Could you elaborate on the 'Picture Pitch' technique, and what steps can Presales take to avoid common pitfalls and ensure their pitch remains client-focused and impactful?

Johannes Hangl:

‍The 'Picture Pitch' is a technique I developed to avoid overwhelming the audience with information. It’s about using visuals to simplify complex ideas and make the message more relatable. The key steps are: to keep each slide focused on one idea, avoid text-heavy slides, and use visuals that illustrate the solution’s benefits. To keep the pitch client-focused, ensure that each slide speaks to the client’s pain points and shows how the solution directly addresses those issues. Common pitfalls to avoid include overloading the client with information and starting with a company overview—clients care more about how you can solve their problems.

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‍Anna Decroix:

‍As sales become more digital and automated, what new skills should Presales professionals focus on developing, and how can they leverage technology to enhance qualification, discovery, and demos without losing the human touch?"

Johannes Hangl:

‍Presales professionals need to develop skills in data analysis and automation tools to leverage technology effectively. For instance, they can use automated demos and analytics to gather insights about what content resonates with a prospect before diving into a live conversation. This pre-engagement allows them to tailor their discovery phase more effectively. However, it’s important not to lose the human touch—technology should be used to gather insights and create efficiencies, not replace the genuine, trust-building conversation that happens during discovery.

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‍Anna Decroix:

‍Storytelling plays a crucial role in demos. What elements of effective storytelling can be applied to a demo platform to ensure that users experience a narrative that is as engaging and relevant as a live demo?

Johannes Hangl:

‍Effective storytelling in a demo should begin with understanding the client’s journey and their pain points. Use a narrative structure where you first outline the problem (the client’s challenge), then show how your solution solves it, and end with the successful outcome (the value your solution delivers). This can be done through a 'Picture Pitch' style approach—each demo segment should be a chapter in the story, with visuals and examples of how the solution meets the client's needs. The key is to make it interactive and personalized, so the story feels like it's happening in real-time for the prospect.

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‍Anna Decroix:

‍How can sales adapt to the digital, AI-driven automated sales world?

Johannes Hangl:

‍Sales need to embrace AI and digital tools while maintaining the personalized touch that clients expect. AI can handle repetitive tasks like scheduling, follow-ups, and even delivering automated demos. However, human sales reps should focus on relationship-building, understanding the customer’s unique needs, and guiding the customer through the purchasing decision. The future of sales will be about combining the efficiencies of AI with the emotional intelligence of human interaction.

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‍Anna Decroix:

‍How can automated demos stimulate qualification and discovery?

Johannes Hangl:

‍Automated demos can play a supportive role in qualification and discovery. On one hand, they offer valuable analytics by tracking how prospects interact with the demo, revealing which features or aspects of the solution they are most interested in. This allows Presales professionals to gather insights before a deeper conversation. However, while automated demos provide useful data, they can't replace the essential human connection that is needed in the discovery process. At the end of the day, humans buy from humans, and that trust-building relationship is crucial. Automated demos can support this process, but they don’t replace the human touch required to fully qualify and understand a prospect’s needs.

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‍Anna Decroix:

‍How can automated demos create emotional engagement on demand?

Johannes Hangl:

‍Automated demos can create emotional engagement by personalizing the experience. By allowing prospects to interact with a demo tailored to their specific persona or pain points, you can create a sense of relevance and connection. For example, you can introduce client testimonials or success stories within the demo that relate to the prospect’s industry or challenges. Additionally, using visuals, interactive elements, and a storytelling approach ensures that the automated demo feels engaging and relatable, driving an emotional connection even in a digital environment.

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Anna Decroix:

A big thank you to Johannes for sharing his valuable insights on the evolving role of PreSales, the power of emotional selling, and the future of automated demos. His perspective helps us understand how technology can support, but never replace, the human elements of the sales process. Stay tuned for more thought-provoking content from experts like Johannes as we continue to explore the world of sales transformation.