Get to Know Your Audience.
First and foremost, you must know who you’re talking with and what role they have in the organization.
If there are multiple audiences or roles of a prospect in the room or meeting, make sure that you mediate the demo story line to be inclusive of all three levels: (1) Executives; (2) Decision Makers; (3) Influencers.
Tell A Story. Tell Your Prospect’s Story.
Understand your prospect’s pain, purpose, and potential.
By discussing the pain the prospect is currently facing, you’ll be able to weave those specific use cases into the storyline. Next by understanding the purpose or goal of the team or business, you’ll be able to better craft how the product will help them achieve it. Finally, the goal is to help the customer understand the future potential of using the solution. It doesn’t stop with just their current need or purpose, but can be easily used to advance them toward being more productive, efficient, or creative.
Creating a “day in the life” story arch helps create a memorable demonstration for prospects. Say it in their words using names, people or products or services.
Watch your audience to help determine if your messages is understood and resonating with them. If you’re not seeing positive non-verbal feedback, then you’re missing the mark.
If feedback is bad or non-existent, stop and ask a question to a particular person in the room to understand how they’re solving / managing the problem currently.
Example: Imagine you’re planning a large interactive, online event and need to include questions from your audience…
Fewer Features the Better.
There’s an important distinction between training them on a product and demonstrating it for them. A demonstration is not a tutorial, nor is it a time to walk through every feature in the product.
The goal of the demonstration is to get them excited about the product, how easily it will work well for them, and why they should buy it.
Think of it like test driving a car. You don’t learn how to program the radio during a test-drive. Rather, you get it, take it out for a spin, and imagine yourself in the car every day. You don’t break out the manual for the car until you get the car home.
A demonstration is a like a test-drive. Make it seem easy, hassle-free, and fast.
Prepare. Practice. Perform.
Demonstration shouldn’t be given on a whim. You should prepare by understanding the prospect’s business as best you can. Contextualizing the demo environment to the prospect is important. Make sure that at minimum the prospects name, logo and knowledge (pain, purpose and potential) to date has been captured.
Next, practice the standard demo verbally a couple times. This will help ensure the the delivery is not only conversational, but it’s also clear in articulating value.
Finally, it’s time to perform. You’re on stage. Give every demo your best effort – it’s one of the most important parts of the sales cycle and its important to build trust and confidence.
Reference How the Prospect will Benefit.
A key to make part of making certain that your demonstration is connecting with your product is to make it part of their life by referencing how they’ll benefit. Weaving key examples of how they’ll benefiting by referencing other customers who have done the same, leaves a very powerful memory in a prospect’s mind.