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How can you adapt your product demo for different customer stages?

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A product demo is a powerful way to showcase your value proposition, features, and benefits to potential customers. But not every customer is at the same stage of the buyer journey, and your demo needs to adapt accordingly. In this article, you'll learn how to tailor your product demo for different customer stages, from awareness to decision, and how to avoid common pitfalls.

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1 Know your audience

Before you prepare your product demo, you need to understand who you're talking to and what they're looking for. Depending on the customer stage, you may have different goals, challenges, and objections to address. For example, if you're demoing to a prospect who is just exploring their options, you want to focus on educating them about the problem and the solution, and creating interest and curiosity. If you're demoing to a prospect who is ready to buy, you want to focus on reinforcing their decision, overcoming any remaining doubts, and closing the deal.

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2 Customize your script

Once you know your audience, you need to customize your script accordingly. Your script should reflect your customer's pain points, goals, and questions, and highlight the most relevant features and benefits for them. You should also anticipate and address any objections or concerns they may have, and provide proof points and social proof to back up your claims. Your script should also have a clear structure, with an introduction, a main body, and a conclusion, and a strong call to action.

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3 Choose your features

You don't have to show every feature of your product in your demo. In fact, doing so may overwhelm or confuse your customer, and distract them from the main value proposition. Instead, you should choose the features that are most important and relevant for your customer stage, and show how they solve their specific problems and needs. You should also prioritize the features that differentiate you from your competitors, and show how you deliver more value and better results.

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4 Use stories and examples

One of the best ways to make your product demo engaging and memorable is to use stories and examples. Stories and examples help you connect with your customer on an emotional level, and show them how your product works in real-life scenarios. They also help you demonstrate the benefits and outcomes of your product, rather than just the features and functions. You should use stories and examples that are relevant for your customer stage, and that match their industry, role, and use case.

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5 Engage your customer

Your product demo should not be a one-way presentation, but a two-way conversation. You should engage your customer throughout the demo, by asking open-ended questions, soliciting feedback, and checking for understanding. You should also encourage them to interact with your product, by giving them a hands-on experience, or showing them a live demo or a video. This way, you can make your customer feel involved and invested in your product, and uncover any hidden needs or objections.

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6 Follow up and measure

Your product demo is not the end of the sales process, but a step towards closing the deal. You should follow up with your customer after the demo, by sending them a summary of the key points, a recording of the demo, and any additional resources or information they requested. You should also ask them for their feedback, and address any questions or concerns they may have. You should also measure the effectiveness of your product demo, by tracking the metrics that matter for your customer stage, such as engagement, satisfaction, conversion, and retention.

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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 adapt your product demo for different customer stages?

1

2

3

4

5

6

7

1 Know your audience

2 Customize your script

3 Choose your features

4 Use stories and examples

5 Engage your customer

6 Follow up and measure

7 Here’s what else to consider

Product Marketing

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How can you adapt your product demo for different customer stages?

1

2

3

4

5

6

7

1 Know your audience

2 Customize your script

3 Choose your features

4 Use stories and examples

5 Engage your customer

6 Follow up and measure

7 Here’s what else to consider

Product Marketing

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