How can you provide effective training and support during a technical demo for capital equipment?

1 Know your audience

Before you plan your demo, you need to understand who you are talking to, what their pain points are, and what they expect from your solution. Research their industry, company, role, and level of technical expertise, and tailor your demo accordingly. For example, if you are selling a CNC machine to a manufacturing company, you might want to focus on how it can improve their productivity, quality, and safety, and use relevant examples and metrics. On the other hand, if you are selling a medical device to a hospital, you might want to emphasize how it can enhance their patient care, diagnosis, and treatment, and address any regulatory or ethical issues.

2 Prepare your equipment

Nothing can ruin a technical demo faster than a malfunctioning or incompatible equipment. Therefore, you need to test your equipment thoroughly before the demo, and make sure it is compatible with the customer's environment, such as their power supply, network, software, and security protocols. You should also have a backup plan in case something goes wrong, such as a spare device, a video recording, or a remote access option. Additionally, you should prepare any materials or tools that can help you demonstrate your product, such as samples, charts, diagrams, or manuals.

3 Deliver your demo

During the demo, you should aim to provide a clear, concise, and compelling overview of your product, and how it can solve the customer's problem or meet their needs. You should start with a brief introduction that summarizes the main features and benefits of your product, and then proceed to show them in action, using realistic scenarios and data. You should also use simple and relevant language, avoid jargon or acronyms, and explain any technical terms or concepts that might be unfamiliar to the audience. Moreover, you should encourage interaction and feedback from the audience, by asking open-ended questions, inviting them to try the product themselves, or addressing any queries or objections they might have.

4 Follow up on your demo

After the demo, you should not leave your prospects hanging, but rather provide them with ongoing training and support to help them make a decision. You should send them a thank-you email that summarizes the key points of your demo, and attach any relevant documents or resources that can further educate them on your product, such as brochures, case studies, testimonials, or white papers. You should also schedule a follow-up call or meeting to answer any additional questions they might have, discuss next steps, or negotiate the terms of the deal. Furthermore, you should offer them access to a free trial, a demo account, or a live support chat, where they can explore your product more in depth, and get assistance if they encounter any issues or challenges.

5 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?