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How do you test and refine your demo script to ensure it meets your goals and expectations?

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A demo script is a written document that guides you through the presentation of your product or service to a potential customer. It helps you to showcase the value and benefits of your solution, address common objections and questions, and persuade the audience to take the next step. Writing a demo script can be challenging, but with some planning and practice, you can create a compelling and effective one. Here are some tips on how to write a demo script in the context of product demonstration.

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Sargam Odich

Presales Solutions Consultant at Aligne | #IAmRemarkable Facilitator | Data & AI | B2B SAAS | GRC | Tech Sales
Andrew H.
Miryam M.

Product Marketing Director at Salesforce

1 Know your audience

Before you start writing your demo script, you need to understand who you are talking to and what they care about. Research your target market, their pain points, their goals, and their decision-making process. Tailor your demo script to match their needs, expectations, and preferences. Use language and examples that resonate with them and avoid jargon or technical terms that might confuse them. The more you know your audience, the more you can customize your demo script to appeal to them.

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Andrew H.
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In my industry, it is prudent to perform a site walk or site assessment. This allows me to learn about my customers unique needs and adapt my demo/presentation to solving those needs.

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Tarynn Ecton

Dreams are like clouds in your coffee
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If there is a separate sales team responsible for the client relationship, have a flexible guide or questionnaire available for the sales partner to use when collecting client information. This guide will help your sales partner efficiently gather critical, pertinent data points for your customizable demo script.

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2 Define your objectives

Next, you need to define what you want to achieve with your demo script. What are the main messages you want to convey? What are the key features and benefits you want to highlight? What are the actions you want your audience to take after the demo? Write down your objectives and use them as a guide for your demo script. Make sure your objectives are clear, specific, and measurable. For example, instead of saying "I want to show how our product works", say "I want to demonstrate how our product can help them save time and money".

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Andrew H.
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I believe that story telling is a powerful tool that can be used in this situation. Find a way to tell a story that demonstrates how you will solve their problem by how you have done it for others in a similar situation.

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3 Structure your demo script

A good demo script has a clear and logical structure that follows a problem-solution-benefit approach. Start with a brief introduction that grabs the attention of your audience, establishes rapport, and sets the agenda. Then, present the problem that your product or service solves, using data, stories, or questions to illustrate the pain points of your audience. Next, show how your product or service works and how it solves the problem, focusing on the features and benefits that are most relevant and valuable to your audience. Finally, end with a strong call to action that encourages your audience to take the next step, such as signing up for a free trial, scheduling a follow-up call, or placing an order.

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Andrew H.
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While it is okay to have a structure and you absolutely must have one. It is utterly important to be flexible and allow the presentation to flow naturally inline with the customers expectations. Don’t force topics that aren’t of interest and so on…

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4 Write conversationally

A demo script is not a monologue, but a dialogue. You want to engage your audience and make them feel like they are part of the conversation. Write your demo script in a conversational tone, using words and phrases that you would use in a normal conversation. Avoid long and complex sentences, passive voice, and filler words. Use questions, stories, and humor to keep your audience interested and involved. Remember to pause, emphasize, and vary your voice to add expression and emotion to your demo script.

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Andrew H.
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Conversational tones are real and make people feel comfortable. Speak as if you are talking with friends and everything will be more relaxed and allow the prospect to open up.

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5 Test and refine your demo script

Once you have written your demo script, you need to test and refine it to make sure it meets your goals and expectations. Practice your demo script with a colleague, a friend, or a mock customer and ask for feedback. Record yourself and watch or listen to your performance. Look for areas where you can improve your content, delivery, and timing. Make adjustments and revisions as needed until you are satisfied with your demo script. The more you test and refine your demo script, the more confident and prepared you will be for the real demo.

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Sargam Odich

Presales Solutions Consultant at Aligne | #IAmRemarkable Facilitator | Data & AI | B2B SAAS | GRC | Tech Sales
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This is a great point - test and refine. Sometimes, you may miss some simple things like pacing yourself, frequent pauses to give the audience time to digest the information you are sharing, hand gestures etc. But when you do mock trials, you can get feedback and work on those things.

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Miryam M.

Product Marketing Director at Salesforce
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Ultimately, sales and sales engineers will be using your demo script and will determine it's success. It's key to spend time with them, test the flow, and get their buy in. Specifically in B2B SaaS, there are so many tools at your disposal now to test and refine your demo script and see how it's being used. If your organization records calls using a tool like Gong make sure to spend time listening to demos, listening to customers' reactions, and using that feedback to tweak your demo script.

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How do you test and refine your demo script to ensure it meets your goals and expectations?

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1 Know your audience

2 Define your objectives

3 Structure your demo script

4 Write conversationally

5 Test and refine your demo script

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