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How can you effectively demo a product to someone who is not the decision maker?

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You have a great product that can solve your prospect's pain points and deliver value. But how do you convince them of that when they are not the ones who make the final decision? How do you demo your product to someone who is not the decision maker, but still influence their opinion and get them to advocate for you? In this article, you will learn some tips and strategies to effectively demo your product to anyone, regardless of their role and authority.

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Brice Aquino

Broker at William Wright Commercial

1 Know your audience

Before you start your demo, you need to know who you are talking to and what they care about. What is their role in the organization and in the buying process? What are their goals, challenges, and motivations? How do they measure success and what are their pain points? How familiar are they with your product and your competitors? By doing some research and asking some qualifying questions, you can tailor your demo to your audience's specific needs and interests, and show them how your product can help them achieve their desired outcomes.

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Brice Aquino

Broker at William Wright Commercial
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LinkedIn Profiles: Investigate LinkedIn profiles to understand your audience's roles, responsibilities, and professional backgrounds. This provides insights into their interests and connections. Ask Qualifying Questions: Conduct a brief questionnaire or a discovery call to gather information on their pain points, challenges, and goals. Understand their role in the organization and their involvement in the buying process. Customize Your Demo: Tailor your demo based on the information. Showcase how your product addresses their challenges and contributes to their success. These three steps will enable you to quickly and effectively understand your audience and deliver a targeted demo that aligns with their specific needs and priorities.

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2 Focus on benefits, not features

One of the most common mistakes in product demos is to focus too much on the features and technical details of your product, and not enough on the benefits and value it provides. Remember, your audience is not interested in how your product works, but in how it can solve their problems and make their lives easier. Instead of listing all the features and functions of your product, focus on the benefits and outcomes that your audience cares about. For example, instead of saying "Our product has a drag-and-drop interface that lets you create stunning landing pages in minutes", say "Our product helps you generate more leads and conversions by enabling you to create attractive and engaging landing pages without any coding or design skills".

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Brice Aquino

Broker at William Wright Commercial
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Identify Customer Pain Points: Understand the challenges your audience faces, allowing you to tailor your demo to address their specific needs. Highlight Use Cases: Showcase real-world examples to demonstrate how your product solves specific problems, making the benefits tangible and relatable. Quantify Results: Use data and metrics to quantify positive outcomes, emphasizing the measurable impact your product delivers, such as time saved, increased revenue, or improved efficiency.

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3 Use stories and examples

Another way to make your product demo more compelling and memorable is to use stories and examples that illustrate how your product can help your audience. Stories and examples can help you connect with your audience emotionally, demonstrate your product's value in real-life scenarios, and overcome objections and skepticism. For example, you can use a case study of a similar customer who achieved great results with your product, or a testimonial from a satisfied user who praises your product's features and benefits. You can also use a hypothetical situation that relates to your audience's pain points and goals, and show them how your product can help them overcome their challenges and achieve their desired outcomes.

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Brice Aquino

Broker at William Wright Commercial
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Case Studies and Testimonials: Share real-life success stories and testimonials from customers who achieved significant results with your product. Highlight challenges, solutions, and positive outcomes. Use Scenarios: Create hypothetical but realistic scenarios reflecting your audience's challenges. Demonstrate how your product addresses these challenges and helps achieve desired outcomes. Problem-Solution Framework: Frame your demo as a journey from identifying a problem to implementing a solution with your product. This narrative structure engages your audience and emphasizes practical application.

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4 Engage your audience

A product demo is not a one-way presentation, but a two-way conversation. You want to engage your audience and get them involved in your demo, not bore them with a monologue. To engage your audience, you need to ask open-ended questions that invite them to share their thoughts, opinions, and feedback. For example, you can ask them what they think of a specific feature or benefit, how they would use your product in their situation, or what challenges they face that your product can solve. You also need to listen actively to their answers, acknowledge their concerns, and address their objections. By engaging your audience, you can build rapport, trust, and credibility, and discover more opportunities to tailor your demo to their needs and interests.

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5 Align with the decision maker

Even if your audience is not the decision maker, they still have some influence and power in the buying process. They can either be your ally or your enemy, depending on how you demo your product to them. You want to align with them and get them to advocate for you to the decision maker, not alienate them and make them oppose you. To align with your audience, you need to show them how your product can benefit not only their organization, but also their personal and professional goals. You also need to provide them with the information and tools they need to convince the decision maker of your product's value. For example, you can offer them a free trial, a demo video, a proposal, a comparison chart, or a ROI calculator that they can share with the decision maker.

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6 Follow up and follow through

Your product demo is not the end of your sales process, but the beginning of a relationship. You need to follow up and follow through with your audience to keep them interested, engaged, and committed to your product. You also need to help them move forward in the buying process and overcome any obstacles or objections that may arise. To follow up and follow through, you need to set clear next steps and expectations at the end of your demo, and confirm them with your audience. You also need to send a thank you email, a recap of your demo, and any relevant resources or materials that your audience requested or agreed to receive. You also need to check in with your audience regularly, provide them with additional value and support, and remind them of the benefits and outcomes of your product.

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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 effectively demo a product to someone who is not the decision maker?

1

2

3

4

5

6

7

1 Know your audience

2 Focus on benefits, not features

3 Use stories and examples

4 Engage your audience

5 Align with the decision maker

6 Follow up and follow through

7 Here’s what else to consider

Direct Sales

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How can you effectively demo a product to someone who is not the decision maker?

1

2

3

4

5

6

7

1 Know your audience

2 Focus on benefits, not features

3 Use stories and examples

4 Engage your audience

5 Align with the decision maker

6 Follow up and follow through

7 Here’s what else to consider

Direct Sales

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