Perfecting the ‘Art’ of the Demo

I’ve seen it far too many times.

New innovative software with mind-boggling technology gets left on the table. Why? Because the SaaS sales rep didn’t get the job done. The nuts and bolts were all in place but the prospect’s interest wilted away due to a lame-duck demo.

I’m not saying you have to go into a demo full of gusto and bravado.

However, without perfecting your demo game, the target market won’t understand all of the incredible things your software can do for them. Still, it’s all too common because sales reps keep making the same mistakes.

Fortunately, I have some foolproof tips that’ll help you knock prospects’ collective socks off.

Think Prospects Before Product

The most amazing features only mean as much as they offer a benefit to your prospects. That means your features actually have to solve a specific problem they are having.

Listing all of the features in the world means nothing on its own. Even if you’re talking about the most impressive technology. it will sound like an endless list of babble if you don’t connect to your audience. Focus demo about the various pains in your prospects’ behind. Then seamlessly segue in how your product can soothe – even eliminate – that pain. Discussing the product through your audience’s eyes will ensure the benefits resonates strongly with them.

Read the techniques below to ensure you’re executing a ship-shape demo that’s through the lens of a prospect.

Prepare to Get Personal

If you approach each demo with the exact same strategy, you may as well just be a recorded, holographic projection of yourself. As cool as that sounds, it removes the human touch.

Each prospect has their own unique set of circumstances. Approaching your demos like they are one-size-fits-all is an exercise in utter futility. Instead, have full knowledge of every demo attendee and their specific role in the corporate chain. Assess the company website for industry-specific insights and research on the best ways to connect feature benefits to a prospect’s particular needs.

Context is king. As such, the content demo must fit contextually with a prospects’ given industry and position.

The Answer Lies in Asking Questions

People like being talked to. Not talked at.

Attacking your prospects with heaping piles of information without making an effort to engage is a one-way ticket to a failed pitch. It makes you unrelatable and creates a disconnect. Frankly, it’s human nature not to do business with someone you don’t like.

What’s the best way to engage with somebody?

Yep. You’ve got it. By asking a question so they have to give you an answer. Questions conjure involvement from your demo audience by establishing a rapport with them. Here are a few examples of what to ask - just to get the ball rolling:

• Why did they sign-up?
• What are the evaluation criteria?
• What other competitors are they evaluating?
• What problems are they trying to solve with your product?
• How are they currently dealing with these pain points?

With the information provided by the answers, you’ll have the opportunity to further personalize your demo and to make a lasting impression on your prospects.

Make Your Words Valuable

Put yourself in your prospects’ shoes. Nobody wants to watch somebody aimlessly prattle on while reading long lists from cue cards or a Powerpoint slides. All without making eye contact.

There’s something called an ‘economy’ of words. Essentially, you want to extract the most value out of the least amount of words. Approach the demo like a discovery conversation. Regularly check in with your prospects to see if they have questions and use any queries as an opportunity to delve further into their needs.

Remember, wasted words are a waste of your time. A failed demo is time you don’t get back.

Manage Your Time Effectively

Time is always of the essence, especially when you’re performing demos.

Treat the agreed upon timeframe as Gospel. Your prospects are busy people and their time is very important. Going over that time can be construed as inconsiderate, so do things like keeping tabs on when you start and finish different sections. This way, you’ll always be cognizant of time.

Also, start your demos punctually and if you’re late due to circumstances out of your control (it happens!), confirm how much time you’ll have with the prospect before you start. Even if you start late and the prospect still wishes to finish at the original time, you can adjust to the constraints.

Stay Humble

Leave the grandstanding to Shakespearean actors.

It’s one thing to project an air of humble swagger. It’s another to be a hotdog. The latter option simply rubs people the wrong way and will make your prospect think you can’t back up your ludicrous claims about your software.

Instead of showing off and over-exaggerating every single product feature under the sun, focus on those which remedy your prospects’ pain points. Keep your content relevant to the target.

Performance Enhancing Tech

Not being an athlete has its disadvantages like a lacking in coordination and muscle tone. Conversely, there’s the advantage of having no rules prohibiting you from artificial performance enhancers.

Given the advancements in artificial conversation intelligence software and machine learning, there are programs such as Chorus and Gong that records sales calls. These applications have algorithms that offer insights such as ideal talk-to-listen ratios, pinpointing when to talk about pricing, and what words are most effective at converting.

Close in Style

If your demo ends with a handshake, best wishes, and nothing else, you’ll know you didn’t close. If your prospect isn’t interested, directly ask why. It’ll keep your conversation alive and could provide vital information for the product and marketing teams. The feedback will help them hurdle those obstacles next time.

This way, you’ll accelerate through the finish-line and leave an impression. Instead of hobbling across with your tail between your legs.

Go get 'em!