How can you best present software demos to technical stakeholders?

1 Know your audience

Before you plan your software demo, you need to research and understand your audience. Who are they, what are their roles, what are their pain points, what are their goals, what are their technical skills, and what are their decision-making criteria? Knowing your audience will help you tailor your demo to their specific needs , interests, and preferences, and avoid wasting time on irrelevant or obvious information. You can use various sources to gather this information, such as online profiles, social media, industry reports, customer feedback, or previous interactions.

2 Define your objectives

Next, you need to define the objectives of your software demo. What do you want to achieve with your demo, and what do you want your audience to do after watching it? Your objectives should be SMART: specific, measurable, achievable, relevant, and time-bound. For example, your objective could be to demonstrate how your software can solve a particular problem for your audience, and to persuade them to sign up for a free trial within a week. Having clear objectives will help you structure your demo, focus on the most important features and benefits, and measure your success.

3 Prepare your demo

When preparing a demo, it is important to have your audience and objectives in mind. To make the demo effective and engaging, use a realistic scenario that relates to your audience's situation and showcases how your software can help them achieve their goals. Select the best format for your demo, such as live, recorded, or hybrid, depending on your audience's preferences, availability, and technical capabilities. Additionally, use a simple and clear language that avoids jargon and technical terms. Visuals, animations, screenshots, or videos can also help make the demo more appealing and memorable. Anticipate possible questions, objections, or concerns about your software that may arise from the audience. Finally, practice your demo several times before the actual presentation and test your equipment, software, and internet connection to avoid technical issues.

4 Deliver your demo

When it's time to deliver your demo, you need to capture and maintain your audience's attention and interest. To do this, start with a brief introduction that summarizes who you are, what your software does, and what you will cover in your demo. Establish rapport with your audience by using their names, asking them questions, or sharing a relevant anecdote or statistic. Then, follow a logical sequence that guides them through your software's features and benefits, and links them to your objectives and their pain points. Use stories, examples, or testimonials to demonstrate how your software has helped other customers in similar situations, and how it can help your audience as well. Additionally, highlight the unique value proposition of your software compared to competitors. Invite feedback and interaction from your audience throughout the demo, and end with a clear call to action. This can include signing up for a free trial, scheduling a follow-up meeting, or requesting a quote.

5 Follow up on your demo

After delivering your demo, you should follow up with your audience to reinforce your message, address any remaining questions or concerns, and move them closer to the purchase decision. Within 24 hours of your demo, send a thank-you email or message that recaps the main points and benefits of your software, and the next steps you agreed on. You can also attach or link relevant materials such as brochures, case studies, white papers, or FAQs. Additionally, ask for feedback or suggestions on how to improve your demo and show that you value their input and satisfaction. Monitor and track their actions and responses such as opening your email, clicking on your links, signing up for a free trial, or contacting you for more information. Follow up regularly and timely with your audience until they reach the purchase decision and offer them additional assistance, incentives or reminders as needed. By doing so, you can present software demos that are informative, persuasive and memorable which can help increase sales and customer loyalty.

6 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?