8 Steps To Delivering A Killer Demo – Pt.2
Welcome back to our 8 essential steps to delivering a killer demo. In our last installment, we made sure our prospect was at the right point in their buying journey to benefit from a demo, we personalized the demo to have greater impact and set a clear agenda on what the demo would cover. If you missed it you can read it here.
Now we can get stuck into the actual demo! Let’s go…
4. Demo, don’t train
Even if you think you have done enough by switching the content of your demo around to address the needs of your prospect, that is just the beginning. Now you need to make sure you don’t slip into training them on the product. It is all too easily done.
OK, so don’t pretend you are aren’t guilty of this. You start the demo and before you know it you are talking through where you are clicking on the screen and why. Stop yourself here. What is the value of talking through the process with a prospect when what they actually care about is what the result of this process is?
Let’s go old school with an example. You are doing a demonstration of how versatile your new vacuum cleaner is. Do you talk through a prospect with how you plug the vacuum into the mains power? Do you explain how to change the nozzles and where they are stored on the machine? No, that is all basic information on how to use the product. They want to know what it does.
What you need to show is the product in action. If they have told you they have an issue with a vacuum working over different surfaces without lengthy attachment changeovers – that is what you do. Get vacuuming across every surface you can and make that process as easy and impressive as possible.
5. Make it interesting
We all appreciate a bit of razzle-dazzle in a presentation but don’t be tempted to go too far. Your presentation shouldn’t make a prospect motion sick so restrict yourself to a palette of effects, colors and fonts. Three of each is enough for most demonstrations. You are selling a product after all, not your design wizardry.
Remember that you are talking to another human being. Facts and figures are great. You can hammer them home for great impact but these reinforce the human element of you and your company brand. If a prospect doesn’t like you, they will rarely buy from you.
A great tactic to build this emotional attachment for your prospect is storytelling. Using relatable stories throughout your demo will provide a real-world context for your prospect. Placing them in a real-life situation, but one where your product can help them, will provoke a positive emotional response and build a stronger connection between the prospect and your product.
Listeners remember stories up to 22 times more often than facts and figures alone (source).
Finally, a well-developed story with the prospect and their challenges at the heart of it will be something they remember. The fact that your product saves the day in this story will be engrained in their minds as you continue the sales process.
6. Practice makes perfect
If you have fallen victim to training instead of presenting your demo in the past, you need to practice your new style. This may be easier if you have common issues that you often have to address in your demos. You can streamline your actions to demonstrate the ease-of-use of your product whilst not forgetting a single benefit in your verbal pitch.
Practice isn’t just for your performance. Make sure you have all the technical resources you need to make your demonstration perfect.
7. Next steps
You did an amazing demo! Congrats. Now what?
Well, you need to know what next before you end your demonstration. You need to get another commitment from your prospect before you let them go. When will you get back in touch with them? When will they be ready to discuss next steps such as involving additional people in the process, contract negotiations and additional services such as training and support?
You need to lock down a schedule of next steps to ensure you don’t lose momentum with your prospect after your fantastic demo.
8. Ask for feedback
Finally, don’t forget to ask them about your demonstration. You may ask directly in follow-up communications or via an anonymous feedback form from your company. The best way to make sure what you are doing is working is by asking the people you are actually doing the demonstrations for.
No one method will be perfect and that is why a process of review is critical to staying on top of your game and give you the best chance at closing a deal in future.
Now you have mastered the art of the delivering a killer demo you can continue to develop your skills to better serve the prospects you are talking with. But, do you need a better way to keep track of your customers and prospects? Maybe we can help…