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What are the best practices for conducting technical demos in healthcare sales engineering?

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Technical demos are a crucial part of healthcare sales engineering, as they showcase how your solution can solve the specific pain points and needs of your prospects. However, conducting a successful technical demo in healthcare is not as simple as showing off your product's features and benefits. You need to follow some best practices to ensure that your demo is relevant, engaging, and persuasive. Here are some of them.

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1 Know your audience

Before you prepare and deliver your technical demo, you need to understand who your audience is and what they care about. Healthcare is a complex and diverse industry, with different roles, goals, and challenges. You should research and segment your prospects based on their personas, such as decision-makers, influencers, end-users, and gatekeepers. You should also tailor your demo to their specific use cases, pain points, and objectives, and highlight how your solution can address them. For example, if you are demoing to a hospital administrator, you might focus on how your solution can improve efficiency, compliance, and revenue. If you are demoing to a clinician, you might emphasize how your solution can enhance patient care, safety, and outcomes.

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Roger Yien

Senior Business Analyst / Product Owner at Panasonic North America
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Sales engineering is like a first date. Prepare yourself and know your audience. Are you talking to the users? Management? CXO? Once you know your audience, you should be able to prepare yourself and know how to tailor your meeting to meet their needs. End users don't care about ROI. CXO's will not care that your solution takes one less action then your competitors (typically). Management doesn't care that the "OK" button is bigger then your competitors. As with first dates, conversation is key because if you lose your audience within the first 15 minutes of talking, your date is practically over. Every individual has a different pain point, a different want, a different need. As a SME, you should be ready to answer each one.

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2 Plan your agenda

A technical demo is not a free-form presentation, but a structured and strategic conversation. You need to plan your agenda ahead of time and share it with your prospects at the beginning of the demo. Your agenda should outline the main topics, questions, and goals of the demo, and how much time you will allocate to each. You should also include a clear value proposition that summarizes how your solution can help your prospects achieve their desired results. A well-planned agenda will help you set the expectations, guide the flow, and maintain the focus of the demo.

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3 Demonstrate value, not features

One of the most common mistakes in technical demos is to focus too much on the features and functionalities of your product, rather than the value and outcomes it can deliver. Features are important, but they are not the main reason why your prospects buy your solution. They buy it because they want to solve a problem, improve a situation, or achieve a goal. Therefore, you should demonstrate how your solution can help them do that, using relevant scenarios, stories, and data. You should also avoid showing too many features that are not relevant or important to your prospects, as this can confuse or overwhelm them. Instead, you should focus on the key features that differentiate your solution from the competition and align with your prospects' needs and interests.

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Wayne Brown

Global Partner Technical Manager @ Splunk (a Cisco Company)
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I’m very much pro-discovery here. In order to demonstrate value, one has to not only understand the technical challenge for a customer, but also understand how the technical challenge is impacting the customer. Whether its bottom line revenue, increased timelines on projects due to firefighting, or some other business driver, it’s important for sales engineers to understand the what as well as the why. And the best way to accomplish that is through proper discovery and research.

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4 Engage your audience

A technical demo is not a one-way lecture, but a two-way dialogue. You need to engage your audience throughout the demo, by asking open-ended questions, soliciting feedback, checking for understanding, and addressing objections. You should also use interactive and visual elements, such as polls, quizzes, videos, and screenshots, to capture and retain their attention. Engaging your audience will help you build rapport, uncover hidden needs, demonstrate expertise, and create a memorable impression.

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5 Follow up and close

The technical demo is not the end of the sales process, but a milestone that leads to the next steps. You need to follow up and close your prospects after the demo, by sending them a summary of the key points, value proposition, and next actions. You should also ask them for their feedback, questions, and concerns, and address them promptly and professionally. You should also set a clear timeline and expectations for the next steps, such as a trial, a proposal, or a contract. Following up and closing your prospects will help you move them along the sales funnel, overcome any remaining barriers, and secure the deal.

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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?

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Damian Tommasino

Shaping the Future of Cybersecurity Sales | Advisor | Founder @ CI
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Much of the healthcare industry is heavily regulated. Change management is slow, adoption is slow, and new tools are hard to procure. That being said, it's much easier to sell into healthcare if you understand how to map your solution to the compliance and regulatory standards that all healthcare companies must deal with. This type of selling requires and outcome focused approach, not heavy on the technical side. For many Sales Engineers this can be uncomfortable because you need to start, and continuously return to, a business led conversation vs a technical conversation.

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What are the best practices for conducting technical demos in healthcare sales engineering?

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3

4

5

6

1 Know your audience

2 Plan your agenda

3 Demonstrate value, not features

4 Engage your audience

5 Follow up and close

6 Here’s what else to consider

Sales Engineering

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What are the best practices for conducting technical demos in healthcare sales engineering?

1

2

3

4

5

6

1 Know your audience

2 Plan your agenda

3 Demonstrate value, not features

4 Engage your audience

5 Follow up and close

6 Here’s what else to consider

Sales Engineering

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