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What are the best practices for conducting product demonstrations as a sales engineer?

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As a sales engineer, you are responsible for showcasing the value and functionality of your product to potential customers. Product demonstrations are a key part of your sales process, but they can also be challenging and unpredictable. How can you prepare and deliver effective product demos that address the needs and pain points of your audience, highlight your competitive advantages, and move the deal forward? Here are some best practices to follow.

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Omar H. Mansour

Knauf Commercial Director GCC | INSEAD EMBA | Servant Leader
ANTONIO RODRíGUEZ-REY

Fundador de Vendeh y Sellers Club | Hemos aumentado +32% las ventas de empresas que venden B2B.

1 Know your audience

Before you plan your product demo, you need to understand who you are talking to and what they care about. Research the company, the industry, and the decision-makers you will be presenting to. Find out their goals, challenges, expectations, and preferences. Tailor your demo to their specific use cases and scenarios, and focus on the benefits and outcomes they are looking for. Avoid generic or irrelevant features that do not add value to their situation.

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ANTONIO RODRíGUEZ-REY

Fundador de Vendeh y Sellers Club | Hemos aumentado +32% las ventas de empresas que venden B2B.
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Sin entender las bases de la empresa es completamente imposible que entiendas quién es tu cliente y qué problema tiene. Céntrate en entender a la perfección cuál es tu mercado y qué persona dentro de la empresa sufre el problema. Investiga como es el día a día de esa persona para que tengas la capacidad de entender cómo le afecta ese problema a la hora de ejecutar su trabajo y conseguir sus objetivos. Define todo esto de manera concreta para que todo el equipo lo entienda desde el momento 0.

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2 Set the agenda

At the start of your product demo, you should set the agenda and clarify the objectives of the session. Explain what you are going to cover, how long it will take, and what you expect from the audience. Invite them to ask questions and provide feedback throughout the demo. This will help you establish rapport, align expectations, and keep the audience engaged and interested.

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ANTONIO RODRíGUEZ-REY

Fundador de Vendeh y Sellers Club | Hemos aumentado +32% las ventas de empresas que venden B2B.
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La gestión de las expectativas es un factor que puede marcar el éxito o fracaso de cualquier reunión de ventas. Una demo o demostración de producto empieza antes de la reunión. Debes comunicar al potencial cliente la importancia de esa reunión y hacerle entender cómo le va a ayudar a aprender sobre su problema. Tiene que conocer la dinámica y objetivo de esa reunión incluso antes de agendarla.

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3 Tell a story

A product demo is not just a list of features and functions. It is a story that shows how your product can solve a problem, improve a situation, or create an opportunity for your audience. Use storytelling techniques to craft a compelling narrative that connects with their emotions and motivations. Start with the current state and the pain points they are facing, then show how your product can transform their state and deliver the desired outcomes. Use real-world examples, customer testimonials, and success stories to support your claims.

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Omar H. Mansour

Knauf Commercial Director GCC | INSEAD EMBA | Servant Leader
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Telling a story is impactful, I would recommend a major step prior to that which is “ Probing”. During the probing stage, a sales engineer needs to focus on understanding client priorities & pain points and subsequently be ready to address those aspects in the story. It is very important to keep the story relevant to the discovery stage & probing and possibly as a subject expert highlighting the industry trends/ external factors that clients may not be aware of. The reason Why I emphasize on this point is that clients are meeting hundreds of sales people in a month and they could easily be triggered and lose their attention if the story is focused only on the offering and not considering their pain points & priorities.

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ANTONIO RODRíGUEZ-REY

Fundador de Vendeh y Sellers Club | Hemos aumentado +32% las ventas de empresas que venden B2B.
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Una demostración de producto no es estar 45-60 min si parar de hablar de sus características. En primer lugar, céntrate en entender cómo es el día a día de tu cliente sin tu producto. A partir de aquí, muéstrale cómo cambiará su día a día utilizando tu producto. Pero muéstraselo de manera real en base a su operativa en concreto. Debe entender a la perfección cómo cambiará su vida en el momento que empiece a utilizar tu solución. Si eres capaz de apoyar esto con número y resultados, fenomenal.

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4 Show, don't tell

The best way to demonstrate the value and functionality of your product is to show it in action. Use a live or simulated environment that mimics the audience's context and needs. Walk them through the key features and workflows that address their challenges and goals. Use clear and simple language, avoid technical jargon and acronyms, and highlight the benefits and differentiators of your product. Avoid showing too many features or details that may confuse or distract the audience. Keep your demo focused and concise.

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5 Handle objections

During or after your product demo, you may encounter objections or questions from the audience. These are not necessarily negative or hostile, but rather opportunities to address their concerns and reinforce your value proposition. Prepare for common objections and questions in advance, and have clear and confident answers ready. Listen carefully and empathetically to the audience, acknowledge their points, and provide relevant information and evidence to overcome their objections. If you don't know the answer to a question, admit it and follow up later.

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6 Close with a call to action

The last step of your product demo is to close with a call to action. This is where you summarize the main points of your demo, restate the value and benefits of your product, and ask for a commitment or a next step from the audience. Depending on the stage of the sales cycle, this could be a trial, a proposal, a contract, or a referral. Make sure you have a clear and specific ask, and agree on the timeline and responsibilities for the follow-up.

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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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Anjo Mathew

Upscaling Automobile Intelligence with Data Platforms & CAN-Bus Hardware's
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Ability to adapt & switch. During a product demo, a sales engineer must adapt despite meticulous preparation. Sometimes, what seemed perfect on paper may not fit the customer's needs. Flexibility is key. If our proposed solution falls short, swift transitions are ideal, yet there might be instances where it doesn't suffice. Even without a suitable product, conveying value remains paramount. The goal? Ensure the client leaves feeling understood. Even if we can't fulfill their needs now, our approach should prompt a return discussion when our offerings align. Closing the demo effectively is crucial - our aim is to captivate, avoiding any misunderstandings.

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What are the best practices for conducting product demonstrations as a sales engineer?

1

2

3

4

5

6

7

1 Know your audience

2 Set the agenda

3 Tell a story

4 Show, don't tell

5 Handle objections

6 Close with a call to action

7 Here’s what else to consider

Sales Management

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What are the best practices for conducting product demonstrations as a sales engineer?

1

2

3

4

5

6

7

1 Know your audience

2 Set the agenda

3 Tell a story

4 Show, don't tell

5 Handle objections

6 Close with a call to action

7 Here’s what else to consider

Sales Management

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