The Secret To Giving The Perfect Demo

I love this. As a Technical Sales Leader, this is the mindset that produces the best results. I have a couple of members on my team who were former customers of the product. It burns me up whenever the AE makes the following introduction: "I brought on an engineer to show you some of the features we talked about. [Engineer], why don't you share your screen and show them [some feature]?". What a wasted opportunity. The most successful AEs say, "I brought [person's real name] to the call because they were a former customer and were in your shoes not long ago. I thought it would be great for them to learn more about your business and share their experiences as a resource to help you." It almost always spawns great conversations that establish the bond mentioned in the video. The demo then becomes another step in the process as opposed to the main event that will "blow the prospect away once they see the product" (they do tend to blow away, but with the wind, without buying anything). If selling is getting people from point A to point B, then the demo supports the bridge that gets them there; it is not the bridge itself!

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Great point Brian. In 2017 a salesperson is viewed more as an advisor (tour guide) rather than a pitch man. Many times a sales professional is dealing with objections or questions that the client has after doing a search on the internet etc. A salesperson still needs to have a plan when selling. Not asking the right questions and assuming too much will lead to a no sale. The demo needs to explain enough, be clear, and provide a solution to the clients needs. You have to sell yourself before your product or service.

Absolutely Brian. When a client is engaged, and learn about a product/service they begin to sell it to themselves as they learn. When they are sold, they sell others in the organization. Good article Brian!

Brian- Another grate piece of advice, way to often we want to talk about what we want to talk about and not want solves the customers problem/need. I had the good fortune of being with a company NSS where the corporate trainer was an ex Marine named Jerry Winstead. We would have to roll play in front of him and he would act as the customer- his favorite line was always why (as the customer) should I care. Engage the customer during the demo and continue to ask great questions many times by the end they had convinced themselves they had to have this solution.