Lots of content exists that will guide you to a better demonstration of your product. In preparing this article I did a few simple searches that were all quite helpful in the following:
- What to practice
- How to prepare in a venue
- Optimal length of time
- Avoiding technical hurdles, i.e., Wi-Fi, passwords, real-time trouble shooting, etc.
If a demonstration is necessary to advance your sale, my strong recommendation is that YOU become perfect at it – practice, practice, practice!! More important is your ability to understand WHY a prospective client wants to see your product operating… Getting to the “demo” stage usually represents momentum. However, if we fail to leverage the opportunity, it may actually delay closure or derail your deal. Remember, the demo is a proof point – it’s part of the plan not the solution – it’s how to prove your solution can solve the problems and address the BI for the person of Power.
Now, here’s the part that doesn’t immediately jump out and that answers the most important question: How do I ensure that our Demonstration advances the deal? Let me be clear – I’m less interested in the user’s perspective of what I’m sharing during the demo than I am on the perspective of the Target Buyer (Power). That said, if I do not get someone with authority to buy to engage in the demonstration, that demo is likely not going to happen. Please do not over-rotate on my recommendation here – Demos that are simple and easily executed by Inside Sales or other non-technical staff are required to gauge interest. I’m referring to those demos that require time and effort to customize.
Once an understanding of WHY the customer requires proof of our ability is established (Business Issue), then we use our ValueSelling skills to uncover the Problems in their current approach, how they prefer to address them and the impact of a remedy. The tricky part, as we do our discovery in preparation for the perfect demo, more often than not, is to key on your Target Buyer’s motivation. This will bring clarity to your campaign and make your demonstrations relevant to your prospect. . . and to you!