Last updated on 2024年6月11日

How do you use demos to upsell and cross-sell your existing customers?

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Demos are not only for attracting new customers, but also for increasing the value and loyalty of your existing ones. By showing them how your product can solve their problems, meet their needs, and deliver more benefits, you can upsell and cross-sell your solutions and grow your revenue. In this article, you will learn how to use demos to upsell and cross-sell your existing customers effectively.

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Bahar Umar

Sales Representative | Project Coordinator | Certified Risk Manager

1 Understand your customer's goals

Before you plan your demo, you need to understand what your customer's goals are, what challenges they face, and what opportunities they have. You can use various sources of information, such as customer feedback, surveys, analytics, or sales reports, to gain insights into their situation and needs. You can also ask them open-ended questions to discover their pain points, motivations, and expectations. This will help you tailor your demo to their specific goals and show them how your product can help them achieve them.

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Bahar Umar

Sales Representative | Project Coordinator | Certified Risk Manager
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Our client had taken the initiative to provide their staff with ergonomic seating and workstations. As a part of this initiative, they bought the entire team one of the best-selling chairs in the market. However soon to realize that the standard does not bring the same comfort to everyone. Sitting 8 hours can cause physical damage especially if you're not sitting properly. We introduced to them 1) a monitor arm that allows one to place their screen at their comfort level 2) sit-stand electrical height adjustable desks, to allow one to work while standing, increasing mobility while working, as well provided a demo on the correct way of sitting. It's not rocket science but it is an art. Improper seating can have detrimental long-term effects.

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2 Highlight your value proposition

Your demo should not be a feature dump, but a value proposition. You need to show your customer how your product can create value for them, not just what it can do. You can use stories, examples, or testimonials to illustrate how your product has helped other customers with similar goals or challenges. You can also use metrics, benchmarks, or projections to quantify the value and impact of your product. Your demo should focus on the benefits and outcomes of your product, not just the features and functions.

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Bahar Umar

Sales Representative | Project Coordinator | Certified Risk Manager
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A client reached out that their newly designed boardroom cannot be used as the noise it creates disturbs the rest of the building. Beautifully designed space with glass walls, hardwood flooring, & metal ceiling. We tested the volume in the room, and it showed the sound bouncing on the hard surfaces, lasting 3 times longer than it should. We illustrated sound-absorbing features around the room and examined how they reduced the sound through testing. The client loved the results, and ordered sound-absorbing ceiling-hung clouds for their board room, a plant on the wall, and sound-absorbing totems for their lunch rooms. After one month, they order the same for all their divisions. People want results.

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3 Identify upsell and cross-sell opportunities

As you demonstrate your product, you should look for opportunities to upsell and cross-sell your solutions. Upselling means offering your customer a higher-tier plan, a premium feature, or an add-on service that can enhance their experience or results. Cross-selling means offering your customer a complementary product, a bundle, or a package that can solve another problem or meet another need. You should identify these opportunities based on your customer's goals, challenges, and opportunities, and present them as solutions, not as sales pitches.

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4 Use trial closes and objections

To gauge your customer's interest and readiness to buy, you should use trial closes throughout your demo. Trial closes are questions or statements that invite your customer to agree or disagree with your value proposition, such as "Does this sound like something that would help you achieve your goal?" or "How do you feel about this feature?". Trial closes can help you uncover objections, concerns, or questions that your customer may have, and address them before they become deal-breakers. They can also help you build rapport, trust, and confidence with your customer, and move them closer to the buying decision.

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5 Provide a clear call to action

At the end of your demo, you should provide a clear call to action that guides your customer to the next step in the buying process. Depending on your sales cycle and strategy, this could be signing up for a free trial, scheduling a follow-up meeting, requesting a proposal, or placing an order. You should make your call to action specific, urgent, and easy to follow. You should also restate the value proposition of your product and the upsell or cross-sell opportunities that you have presented, and ask for feedback or confirmation from your customer.

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Bahar Umar

Sales Representative | Project Coordinator | Certified Risk Manager
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Our main focus is to first understand our clients' needs. Once determined, we focus on providing the solution. Because we believe in our product, we provide our clients with trials. Try it for a month. We accommodate our client's needs when they need us most. When a client takes on a new project that requires them to upsize by %150, we provide them with our own inventory while they wait for their product to arrive. This has helped our company build strong and long-lasting relationships with our clients.

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6 Follow up and nurture

After your demo, you should follow up and nurture your customer until they are ready to buy. You should send them a thank-you email, a summary of the demo, a proposal or quote, or any other relevant materials that can reinforce your value proposition and address their questions or concerns. You should also stay in touch with them regularly, provide them with additional information or resources, remind them of the benefits and outcomes of your product, and overcome any objections or barriers that may arise. You should also track and measure their engagement and behavior, and adjust your communication and offer accordingly.

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Luka Kankaras

Product Growth Lead at Storylane | Consultant | Growth Mentor | PLG Advocate
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In the follow-up email, you should provide a personalized interactive demo that reinforces the discussion from the sales meeting, showcasing the value of your product in addressing the prospect's challenges. If selling to multiple personas, this demo should consist of multiple flows tailored for each persona. This allows them to choose a personalized journey based on their unique needs. If you've already agreed to have another call in some time, end with a strong CTA, e.g. "Schedule Consultation". Remember that in all follow-ups, you should adopt the GIVER mindset. It's all about giving them the relevant value (articles, news, industry insights, new features relevant to their use case, etc.)

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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 do you use demos to upsell and cross-sell your existing customers?

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1 Understand your customer's goals

2 Highlight your value proposition

3 Identify upsell and cross-sell opportunities

4 Use trial closes and objections

5 Provide a clear call to action

6 Follow up and nurture

7 Here’s what else to consider

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