Presenting software to decision-makers can be challenging, especially if they are not familiar with the technical aspects or the benefits of your solution. How can you convince them that your software is worth their time, money, and attention? Here are some strategies that can help you deliver a persuasive and engaging software presentation.
Before you prepare your presentation, you need to understand who you are talking to and what they care about. Research their background, goals, pain points, and expectations. Tailor your message and tone to their level of technical knowledge, industry, and role. For example, if you are presenting to a CFO, focus on how your software can save costs, increase revenue, and improve efficiency. If you are presenting to a CTO, highlight how your software can integrate with their existing systems, enhance security, and support innovation.
This is all about Discovery. Be prepared for pushback and practice these lines we teach at Presales Collective. - From the customer when they say they just need to see a demo, "In order to make the best use of YOUR time, it's important for us to know what problems you are trying to solve." - From your account team when they say they already did a discovery, "That's great but you are denying me the chance to build rapport and credibility within the account and again, my goal is to make the best use of their, and our, time by better understanding what problems they are trying to solve."
Knowing the audience means what they would want, rather than what they could do in the role. A CFO might be adept in improving efficiency and save on costs. Another angle to present to CFO is open new revenue streams , instead of talking about increasing existing one. Second angle would be drive internal innovation and external collaboration instead of cost savings and efficiency. Don't read between lines, read what is missing in the lines.
goals, pain points, and expectations. Research their industry, role, and technical knowledge to adapt your message and tone accordingly. For instance, when presenting to a CFO, emphasize cost-saving, revenue generation, and efficiency improvement aspects of your solution. Conversely, when addressing a CTO, focus on integration capabilities, security enhancements, and support for innovation to align with their priorities.
One of the most important aspects of presenting software is showing how it can solve a specific problem or create a specific opportunity for your audience. Don't just list the features and functions of your software, but explain how they translate into value for their business. Use concrete examples, case studies, testimonials, or scenarios to illustrate how your software can help them achieve their desired outcomes. For instance, if your software is a CRM tool, show how it can help them manage their customer relationships, increase their sales, and retain their loyal customers.
Too often value is talked about in percentages or vague numbers - DO THE MATH for your customers and SHOW YOUR WORK. Don't just say you'll generate 10% more revenue - look at their revenue and estimate what 10% of that will be. Be prepared to discuss how you came up with your figures on value. Do a detailed value consulting business case for large or complex transactions.
A software presentation should not be a one-way monologue, but a two-way dialogue. You want to capture and maintain the attention of your audience, and also get feedback and insights from them. Use questions, polls, quizzes, or surveys to involve them in your presentation, and encourage them to ask questions, share their opinions, or voice their concerns. You can also use interactive demos, simulations, or trials to let them experience your software first-hand and see how it works for their specific needs.
When presenting software, you want to avoid overwhelming or confusing your audience with too much information, jargon, or technical details. You want to make your presentation clear, concise, and easy to follow. Use simple and familiar language, avoid acronyms and abbreviations, and explain any technical terms or concepts. Use visuals, diagrams, charts, or graphs to support your points and make them more memorable. Use transitions, summaries, and repetitions to reinforce your main ideas and key messages.
No matter how well you present your software, you may encounter some resistance or skepticism from your audience. They may have doubts about the quality, reliability, or usability of your software, or they may have concerns about the cost, implementation, or support of your software. You need to anticipate these potential objections and prepare effective responses to overcome them. You can use facts, data, evidence, or testimonials to address their questions and objections, and show them how your software can meet or exceed their expectations.
1. Keep a list of common objections and make sure you can add to them after each meeting. 2. Practice objections as part of onboarding and on a regular basis as part of sales enablement. 3. Establish who will answer anticipated objections as part of your dry run. 4. Google "WAIT - Why Am I Talking" and get all team members to follow this flowchart. 5. Yes, No, and I don't know are valid answers but you must get back with an answer on all I don't knows preferably within 4-24 hours.