How do you prepare and rehearse for a software demo? If you are a sales engineer, you know that a successful demo can make or break a deal. But how do you ensure that your demo is engaging, relevant, and persuasive? In this article, we will share some tips and best practices for demoing software products effectively.
The first step to prepare for a demo is to understand who you are talking to and what they care about. You should research the company, the industry, and the specific pain points and goals of your prospects. You should also tailor your demo to the level of technical expertise and decision-making authority of your audience. For example, if you are demoing to a CTO, you might want to focus more on the technical features and benefits of your product, while if you are demoing to a business user, you might want to emphasize more on the use cases and outcomes of your solution.
I use a process I created based on the 15 years I've been in technical presales: ABC 123. The guiding principle is (M)eeting (F)it (C)lose. Knowing your audience is within my M process of MFC. Opportunity’s INTEREST level A – Inbound, ready to buy B – Inbound, RFP, trial likely, competitive C – Outbound, selling an idea, window shopping, exploratory Who’s in the AUDIENCE? 1 – Champion and decision maker during discovery will be on the call 2 – Sales has identified, but has not met, the audience 3 – Sales is not entirely sure who will be on the call
The second step to prepare for a demo is to plan your agenda and structure your presentation. You should have a clear and concise introduction, a main body, and a conclusion. Your introduction should include a hook, a value proposition, and an overview of what you will cover. Your main body should follow the SaaS demo formula: situation, solution, benefit. You should start with a situation that relates to your prospect's problem, then show how your product solves that problem, and then explain the benefit of using your product. Your conclusion should summarize the main points, address any objections or questions, and end with a clear call to action.
I use a process I created based on the 15 years I've been in technical presales: ABC 123. The guiding principle is (M)eeting (F)it (C)lose. Agreeing on an agenda is within my F process of MFC. EFFECTIVENESS A – Solution will solve their known problem B – Solution may not solve all their requirements entirely C – Solution does not solve their problem ENVIRONMENT 1 – Environment is known and has been sold/deployed in the past 2 – Environment is known but we need more information 3 – Environment is an enigma
The third step to prepare for a demo is to script your demo and write down what you will say and do. You should have a script for each section of your agenda, and include the key messages, questions, and transitions. You should also have a script for handling common objections and scenarios that might arise during the demo. A script will help you stay on track, avoid rambling, and deliver a consistent and confident message.
I use a process I created based on the 15 years I've been in technical presales: ABC 123. The guiding principle is (M)eeting (F)it (C)lose. Agreeing on an agenda and scripting your message to the agenda based on who will be in the audience is within my M process of MFC. There's no point in refining a script if you don't know to whom you are trying to convey your message. Opportunity’s INTEREST level A – Inbound, ready to buy B – Inbound, RFP, trial likely, competitive C – Outbound, selling an idea, window shopping, exploratory Who’s in the AUDIENCE? 1 – Champion and decision maker during discovery will be on the call 2 – Sales has identified, but has not met, the audience 3 – Sales is not entirely sure who will be on the call
The fourth step to prepare for a demo is to rehearse your demo and practice your delivery. You should rehearse your demo multiple times, preferably in front of a colleague or a friend who can give you feedback. You should also record yourself and watch your performance, paying attention to your voice, body language, and pace. You should also test your product, your equipment, and your internet connection before the demo, and have a backup plan in case something goes wrong.
No, you need to rehearse your message. A rigid scripted demo will be judged harshly. You are not at a booth at a trade show, you have earned a person's precious time to address real problems. I use a process I created based on the 15 years I've been in technical presales: ABC 123. The guiding principle is (M)eeting (F)it (C)lose. Be mindful if your solution CAN address the problem. That is the FIT, the F in MFC. EFFECTIVENESS A – Solution will solve their known problem B – Solution may not solve all their requirements entirely C – Solution does not solve their problem ENVIRONMENT 1 – Environment is known and has been sold/deployed in the past 2 – Environment is known but we need more information 3 – Environment is an enigma
I would highly advise against having any form of script with you in the demo. For sure use script writing when planning, but to avoid sounding robotic and linear in your delivery, instead have a few bullet points to carry into your sales demo. Having 3-4 key value points to nail in your demo will allow you to stay focussed, but still enable you to flex and build rapport and trust with your customer. Nailing your value messaging, articulation and recognition is key to a successful demo.
The fifth step to prepare for a demo is to engage your audience and make your demo interactive. You should ask open-ended questions throughout the demo, and listen to your prospects' answers and concerns. You should also use stories, examples, and analogies to illustrate your points and make them more memorable. You should also show enthusiasm and passion for your product, and use humor and emotion to connect with your audience.
I use a process I created based on the 15 years I've been in technical presales: ABC 123. The guiding principle is (M)eeting (F)it (C)lose. Knowing your audience, so you know to whom to you absolutely need to engage, is within my M process of MFC. Opportunity’s INTEREST level A – Inbound, ready to buy B – Inbound, RFP, trial likely, competitive C – Outbound, selling an idea, window shopping, exploratory Who’s in the AUDIENCE? 1 – Champion and decision maker during discovery will be on the call 2 – Sales has identified, but has not met, the audience 3 – Sales is not entirely sure who will be on the call
The sixth and final step to prepare for a demo is to follow up after the demo and keep the momentum going. You should send a thank you email to your prospects, and include a summary of the demo, the next steps, and any relevant resources or documents. You should also ask for feedback and referrals, and track the progress of the deal. You should also keep in touch with your prospects until they are ready to buy or sign.
I use a process I created based on the 15 years I've been in technical presales: ABC 123. The guiding principle is (M)eeting (F)it (C)lose. Following up after a demonstration of the solution is part of calculating the "Close" probability. The C in MFC: TIMELINE A – Timeline is set B – Timeline is fluid C – Other projects may take precedence / Doing nothing is an option DECISION 1 – Can be sold with or w/o services 2 – Competitive, Trial / POC before decision can be made 3 – “This was good, call me in 6 months…” or Column-fodder