An Inside Look at the World of Pre-Sales with Skedulo’s Cehrin Elyas
Cehrin Elyas spends a few hours each week with the imaginary characters she’s dreamed up. One of them is Donald, a 55-year-old man with dementia. Another is Mia, a support worker who cares for people like Donald and regularly takes him to get coffee or lunch.
Cehrin works in pre-sales at scheduling platform Skedulo, and Donald and Mia are two of the personas she’s built to help her understand her prospective clients. “I think of them like movie characters,” she says. “I put in lots of data relevant to the industries I’m pitching.”
If you’re unfamiliar with what someone who works in pre-sales needs to be like—aside from a burgeoning screenwriter—Cehrin’s got a 30-second elevator pitch that sums it up:
“You just need to be an out-of-the-box thinker, a problem solver, and a good storyteller. You need to be confident and curious and have the thirst to learn more. The other things will follow,” she says. “You don’t have to be technical. You can always learn that.”
The India-born, Australia-based Solutions Consultant sat down with us to unpack more about the field and what she loves about it.
The Art and the Science
Cehrin studied chemistry in college, earning both a bachelor’s and a master’s in the field. “I was interested in knowing what happened in the world around me,” she explains.
But she stopped short of getting a PhD because she realized she needed more interpersonal engagement.
“I had a light bulb moment where I felt I’m not meant to be confined within four walls, talking to chemicals,” she says, smiling. “I’m not that person. I needed to be around people. So I shifted my career path and I started again from scratch.”
Cehrin had been a leader in AIESEC, an international student organization, while in college, and had experience building a team. She applied for a role at a call center as a team lead, where that experience translated quite well, and later took a job at a SaaS company where she was in charge of communicating with clients after they’d purchased the product.
“It was post-sales, but it wasn’t advertised like that,” she says. In that role, she ran workshops, taking just-onboarded clients through the product’s capabilities.
When she came across a posting for a pre-sales role at Skedulo on LinkedIn, she was intrigued by the opportunity—and Skedulo’s work to support billions of deskless workers, including care workers and other healthcare professionals. Cehrin is especially passionate about work that impacts the disability sector.
“I enjoy working in that space; I understand the lingo, and I understand what goes on in real life, because I have friends and family who have encountered disabilities, or who work as carers,” says Cehrin.
“Solving problems for [care workers], making their life easier, is great work,” she says.
She applied and went through an interview process that included a role-play pre-sales presentation, which Cehrin enjoyed, and she got an offer.
Now, with some experience under her belt in an official pre-sales role, Cehrin can look back and see the connections between her original field of study and her day-to-day work.
“I come from a science background,” she says. “I know how to research my work. If you don’t know something in pre-sales, you go and look for it. That’s one thing I take from my degree that helps me every day: the research mentality.”
That being said, she’s certainly learning the importance of staying adaptable. “Sometimes you write a protocol to run an experiment. You know that if you follow it, these are the results you’re going to get. In pre-sales, you can apply the same methodology, but you need to tweak it a little bit. You need to add in your own flavor, otherwise it doesn't work.”
A Week in the Life—and the Skills That Support It
In any given week, Cehrin’s activities include:
- Doing 3-4 demos for prospects
- Meeting with the 4 salespeople she supports to better understand their expectations and needs
- Researching and updating her personas
- Staying up-to-date on Skedulo’s products via release logs, newsletters, and other updates
Across the board, she relies on her ability to be a good storyteller.
“You need to be able to make decisions on the spot. You need to have the presence of mind and the independence to work, because no one’s going to tell you what to do,” she says. “And you need to be able to tell a story. Understanding your client’s challenges and requirements is great. Knowing the product you’re selling is great. But the key thing is how you’re going to marry them together. It’s the art of telling the story in a way they’ll remember and that has an impact on them.”
That storytelling focus is why she thinks you can build technical expertise on the job in pre-sales. “If you’re worried about having a degree or a diploma or a certificate, don’t be,” she says. “I’m not technical at all, but I’m still in this space and flourishing. Experience is more valuable.”
For those brand-new to pre-sales, Cehrin suggests getting some baseline familiarity by listening to the podcasts produced by The Pre-Sales Collective.
“It’s very experienced pre-sales people coming and talking about how they went about handling a prospect, what were the challenges, and tips and tricks for pre-sales people in that space to implement in their work,” she says. “If you have the attitude to learn and be curious, you can be in this space.”
At the end of the day, what Cehrin most enjoys about her work is her ability to lean on all of her skills to bring people together. “I get to be the advisor, which I love,” she says. “The clients come to you, your salespersons are counting on you, and you’re driving the solution that’s best for them and for the client, making sure everyone’s happy. You just get all the attention!”