Them-Centric Demos

For many of us, whether face to face or via a “webinar”, doing a demo is an expected part of your selling process.

This module talks about some of the do’s and don’ts.

Classic Mistakes

Demoing too soon:

Too often, people present at the initial stages of the courtship thinking that the bells and whistles, features and benefits will razzle dazzle their audience. This is a mistake.

Even if they request a demo, you should rather complete your discovery discussion, confirm a real pain (& desire to solve), before jumping into your demo.

Lots of razzle dazzle will not likely get someone to buy something they really don’t need.

Focusing on the “How” First:

People want to know who you are, what you offer and why it matters to them, long before they care about “how it works” (This is even more critical when doing a demonstration).

First, get confirmation of alignment with the “what & why”. Only then present the “how” (Example: If someone has not heard of CRM before, don’t just show them how it works.)

How Do I Demo

Step 1: Since you would have completed a discovery discussion prior and know their pain points and focus, customize the delivery of your demo to highlight those pain points … often skipping stuff that is only “nice to know”.

Step 2: Follow this simple formula when creating & presenting:

• Create a scenario/story they can relate to (OR use their situation)
  • Tell the “What” (What it does)
  • Explain the “Why” (Why it’s important to them)
  • Show the “How” (How it works)

Tips:

• Often the decision maker cares about the “what” & “why”, but the “How” Guys need to be satisfied too:
  • When booking the demo, set up an agenda by stating that you will cover “what it does & why” and then dig into “how” for those interested.
  • Feed little driblets of “how” along the way.
  • Deflect until the end or offer a 1-on-1 with someone that really needs their time.

• Understand who’s in the room.  Owner? Executives? Users? Influencers? Tailor your approach/content for that.
• Only demo the parts of your solution that are relevant to them. Less is more.  More is clutter.
• Get them engaged – especially if demo is remote. Ask them questions, invite questions and content, take pauses, etc … Change tone, reflection, tempo, speed. Exaggerate your wording for impact.
• Every demo should be: Focused; Fun & as short as it can be
• Always ask “trial” questions throughout to gauge how they are feeling
• Finish with a specific next action that you both agree to … including a timeframe.