Pre-Sales vs. Paid Project Work: Where’s the Line?
As a consultant, you want to ensure your pre-sales efforts don’t slide into unpaid consulting work. So, how much should you do before the project officially starts, and what belongs inside a paid engagement?
If you’re working as a consultant, an early part of any project involves research and getting to know the client’s business. The challenge is that many consultants feel pressure to do this digging before they’re even hired—balancing the need to showcase expertise without giving away free consulting.
I get asked about this a lot. In particular, because I coach people to ask a lot of questions during pre-sales, consultants often blur the line between pre-sales discovery and in-project discovery. Let’s simplify this.
The Difference Between Pre-Sales Discovery and In-Project Discovery
The purpose of a discovery call (in the B2B sales process I use) is to uncover just enough to prepare a suggested solution.
That means asking questions about:
The challenge the client is facing
Who the decision makers are
What their buying process looks like
Whether there’s a budget in place
👉 Example: If I’m speaking with a prospect about consulting, I’ll ask questions to identify key gaps in their sales process that I might improve. I’ll also clarify who decides on projects and what budget is available.
🚫 What I won’t do is dive deep into their processes to actually solve problems—that comes later and forms the first part of the paid project.
To clarify:
✅ Identify issues at a high level
❌ Don’t try to solve them yet—that’s what you deliver in the project
Pro Tip: Show Expertise Without Giving It Away
This is one of the biggest worries for new consultants. It can be tricky to know what to charge for and what to share upfront.
✨ Remember: If you’re asking good discovery questions, the act of asking will itself demonstrate your expertise. It shows prospects you know what matters and builds credibility.
What you don’t want to do is:
Compile detailed solutions
Provide outcome recommendations
Conduct in-depth research
Those belong inside the project work.
Instead, focus on sharing your approach—how you would help them solve their challenges once the project begins.
Common Pitfall: When Prospects Want “More” in Pre-Sales
Sometimes, especially with large opportunities, you may need to give more upfront. The decision becomes:
“Is this worth charging for as initial advice, or is the potential project valuable enough to justify giving a little more now to win bigger work later?”
💡 Guideline:
If the project is small or your chances of winning are low, avoid giving too much away upfront.
If the opportunity is large and strategic, you may choose to invest a little more pre-sales effort.
Rule of Thumb for Drawing the Line
If you’re being peppered with pre-sales questions, use this guide:
✅ If you can answer immediately from your knowledge, share it.
🚫 If you need to research, compile information, or dig deeper, that’s paid project work.
Your Sales Presentation: Focus on the Approach
Your sales presentation should:
Show you understand their challenges
Outline how you’ll approach solving them
📌 Key point: You’re demonstrating the path, not delivering the outcomes.
Don’t Get Stuck on Terminology
The word “discovery” gets thrown around a lot. Don’t overthink it. At its core, it’s simply about:
Having conversations with prospects
Understanding what they need
Explaining how you can help
It really is that simple.
Don’t Overthink It
The best way to refine your approach to pre-sales is through experience. Try things, see what works, and adjust.
There’s no single perfect way—just many possible ways. You’ll find the version that works best for you.
✨ The most important thing? Keep having conversations. The sales will follow.
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