Last updated on 2024年3月29日

How can you determine the perfect length for a technical sales demo?

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A technical sales demo is a crucial opportunity to showcase your product's value and functionality to a potential customer. But how long should it be? Too short and you might miss important features or benefits. Too long and you might lose the attention or interest of your audience. Here are some tips to help you determine the perfect length for a technical sales demo.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training…
Marcel Calef

1 Know your audience

The first step to finding the optimal duration for your demo is to understand who you are presenting to and what they need. Are they technical experts or decision-makers? Are they familiar with your product or industry? Are they looking for a specific solution or a general overview? The answers to these questions will help you tailor your demo to their level of knowledge, expectations, and goals. You can also ask them directly how much time they have allocated for the demo and respect their schedule.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training, Coaching, Consulting
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The ideal length of a demo is as short as possible to satisfy the needs of your audience. To keep it short, you need to know which critical business issue you need to solve. Once you know this, you don't need lengthy demos. Instead of showing all product features, you know which one key screen to select that shows how you solve their issues. Ask where it hurts Ask what they believe they need Ask what they believe the gain when having this

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2 Define your objectives

The second step is to clarify what you want to achieve with your demo. What are the main pain points or challenges that your product can solve for your customer? What are the key features or benefits that you want to highlight? How do you want to differentiate your product from the competition? What are the next steps or actions that you want your customer to take after the demo? By defining your objectives, you can focus your demo on the most relevant and impactful aspects of your product and avoid unnecessary or irrelevant details.

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3 Plan your structure

The third step is to plan the structure of your demo. A successful demo should have a logical flow to guide your customer through the problem, the solution, and the value proposition of your product. For example, start with an introduction to yourself, your company, and your product. Explain the agenda and objectives of the demo. Then, identify and validate the customer's pain points or challenges. Demonstrate how your product can solve their problem by focusing on features and benefits that match their needs and goals. Use stories, examples, or use cases to illustrate your points. Summarize the value and benefits of your product and address any objections or questions that the customer might have. Finally, close the demo with a clear and compelling call to action - ask for feedback, agreement, or commitment - and suggest the next steps or actions that the customer should take.

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Natasja Bax ??

Win more Deals by better Sales Demos | 20 years in demo coaching | 200+ workshops, 2000+ participants | Training, Coaching, Consulting
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Use demo storytelling - Summarize their current painful situation - Show the solution to their problems in 1-2 software screens - Explain how this solves their problems and helps them meet their goals. Share the associated value. The customer is the hero. Use your product to bring them from the dark side to the bright side. Next, be silent and wait for their questions. You will be surprised how quickly they are satisfied. You keep demos shorter by not pre-answering customers' questions in your demo script. Only focus on the hero's journey. Show the solution to their problem, and tell a value story

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4 Practice and refine

The fourth step is to practice and refine your demo. Once you have planned your structure, you need to test it and measure how long it takes. Ideally, you should aim for a demo that is between 15 to 30 minutes, depending on the complexity and scope of your product and the customer's needs. However, this is not a fixed rule and you should adjust your timing based on your audience, objectives, and feedback. The key is to make sure that your demo is concise, clear, and engaging. You can practice with a colleague, a friend, or a recording device and ask for feedback on your content, delivery, and timing. You can also use tools like timers, cues, or notes to help you stay on track and avoid rambling or digressing.

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5 Be flexible and adaptable

The fifth step is to be flexible and adaptable during your demo. Even if you have prepared and practiced your demo, you might encounter unexpected situations or changes that require you to adjust your timing. For example, your customer might have more or less time than expected, ask more or fewer questions, show more or less interest, or have different priorities or concerns than you anticipated. In these cases, you need to be able to adapt your demo to the situation and the customer's feedback. You can do this by prioritizing the most important or relevant points, skipping or adding details, speeding up or slowing down your pace, or changing the order or sequence of your presentation. The goal is to deliver a demo that is responsive, interactive, and customer-centric.

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Marcel Calef
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Your demo agenda must be flexible! I even tell the prospect that I don't have an agenda and I'm just there to answer their life questions. That being said, be ready to start with an eye catching screen to encourage the questions

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6 Follow up and evaluate

The sixth step is to follow up and evaluate your demo. After you have delivered your demo, you should not forget to follow up with your customer and thank them for their time and attention. You should also restate your value proposition, reinforce your call to action, and provide any additional information or resources that they requested or might need. You should also evaluate your demo and assess its effectiveness and impact. You can do this by asking for feedback from your customer, your manager, or your peers. You can also use metrics like conversion rates, retention rates, or customer satisfaction scores to measure your results. By following up and evaluating your demo, you can improve your relationship with your customer and your skills as a technical salesperson.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you determine the perfect length for a technical sales demo?

1

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3

4

5

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1 Know your audience

2 Define your objectives

3 Plan your structure

4 Practice and refine

5 Be flexible and adaptable

6 Follow up and evaluate

7 Here’s what else to consider

Sales

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How can you determine the perfect length for a technical sales demo?

1

2

3

4

5

6

7

1 Know your audience

2 Define your objectives

3 Plan your structure

4 Practice and refine

5 Be flexible and adaptable

6 Follow up and evaluate

7 Here’s what else to consider

Sales

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