How can you tailor a product demo script for different customer segments?

First, we need to define segments. In my experience, segmenting customers by Buyer Personas for each top-level use case has worked best. For each use case, we know the differentiated value we deliver. Then, we tie demos to each. Beware since use cases can overlap, even significantly. Therefore, parts of each script will be shared across all demos. But don't overdo it. 3-5 segments are ok, but 10 are not, thus requiring a different approach. It's important to collaboratively develop scripts with your champion AE and Sales Enablement person. Once the top AE is comfortable, he can lead other AE's to use the script, getting feedback and refining it. Scripts defined by, say, a PMM "in the vacuum" and thrown at sales never work.

1) Know your personas. 2) Know their pains & gains and the relevant jobs to be done. 3) Map out the use cases. 4) Customize the demo to level of expectation and use case of the respective persona.

That's the first and most important part. Know who you're marketing to. Customer segmentation isn't as simple as it seems. You need to dig deep to get the right context, create visualization of persona challenges and show what you have to solve that. For example, you can start by segmenting by industry and then dig deep to peel other layers. Add revenue bracket, management layer, anticipated product usage, type of customers they deal with etc.

This step is critical. Collect phrases and terms customers use during your research to develop scripts in the product demo that speak to them directly. Using customer language for sales efforts will make all the difference.

Research and understand your audience - Eg - If you are giving demo to CEO vs an Operational person for a B2B SAAS tool, what they would want to focus on can vary differently. CEO might want something more like a scorecard/ 20k Ft view while the operational person might want actionable insights. Talking to both of them in same manner would not help your cause. Hence, understand their profile, preferences, goals, deliverables and deliver your Product demo accordingly

Once you know the customer segments, do a thorough research. Both primary and secondary. Talk to existing happy customers. If a customer has churned, at least ask for time so you can introspect on unmet expectations. Read about industry leaders, their interviews, podcasts etc. and figure out what they might need. Get a list of top priority items for your customer segments and include features/benefits that corroborates investment in these priorities.

Connect Product features on how they would be utilized by your audience and where it is creating an impact. Giving example of best practices, on how someone with similar profile is getting benefit from product helps. Utilize stepwise approach (1) Problem statement (2) Approach where Product is helping solve (3) ROI from same Eg - Problem - Brand selling online looking to do competition benchmarking; Approach - Your SAAS product sharing insights on OTIF for Pareto/ Key SKU's; ROI - Manhours saved/ % Revenue from avoiding loss

Mapping out the product features is fine, but don't get lost in the weeds. You need to adjust to the seniority and interests of the persona you are talking to. Often it is much better to tell a higher level story that narrates the pains of the current solution and the benefits from your product. You don't want the prospect to get hung up on certain features they love or hate.

Start with a compelling introduction (it's all about the hook!) that not only presents your product but also resonates with the specific customer’s agenda. Use storytelling to connect the product to the customer's real-world context, employing scenarios or success stories that mirror their challenges and aspirations. During the demo, don't forget to highlight features and benefits that directly address their unique needs, using data and examples they can relate to. Conclude by emphasizing the product’s value in their context and suggesting clear next steps. If it's not relevant, you're wasting everyone's time.

Tailoring a product demo script for different customer segments involves Understanding Needs: Identify specific pain points for each segment Highlighting Relevance: Focus on features that address their concerns Customizing Language: Use terminology resonating with each segment Showcasing Benefits: Emphasize how the product solves their issues Adjusting Use Cases: Present scenarios relevant to their industry or use Addressing Concerns: Anticipate and resolve segment-specific objections Personalizing Examples: Use case studies or examples aligning with their needs Adapting Length & Depth: Adjust depth and duration based on segment interests. Measuring Impact & Get feedback

Always keep your messaging and narrative in mind. This should be the highest order framework within which the product demo happens.