Notes on Giving Great Demos

Time for my bi-annual posting. 🙂

Great article from Gong.io on giving great demos. I’ve picked up so many tidbits that I summarized them and want to share.
1. Flip Your Product Demo Upside Down
  • Start the demo with the outcome
  • Winning product demos mirror the same priorities raised during discovery calls
  • This is approach is called “solution mapping” and it helps you get straight to the point
2. Give Them A Taste During Your Product Demo, Not A Drowning
  • Give shorter, concentrated product demos
  • 9 minutes of main demo time (not including questions)
  • Don’t dilute your message with an endless number of value props (stick to one… MAYBE two at the most
3. Focus Your Product Demo On The Status Quo’s Pain Points
  • Focusing your message on the pain of the status quo is more persuasive than focusing on benefits
  • Show your buyer that their current state is unsustainable, and they’ll be willing to move away from it ASAP.
  • NOT lose $25,000 they already have than they are motivated to earn an extra $25,000

4. Maintain Control Of The Product Demo

  • Discuss pricing at the end.
  • Respond to objections by asking questions. Responding with a question does two things:
    • It makes the buyer feel heard.
    • It gets your buyer to reveal their real pain point, which helps you address their objection.
5. Avoid Using Generic Social Proof During Your Product Demo
  • Using endorsements from big customers might win credibility with a few buyers, but chances are it’s going to work against you.
  • Buyers want to see themselves in a product, and they can’t do that if you keep citing A-listers.
  • Instead of naming a few big customer names, rattle off 5-7 names of customers that are from your buyer’s tribe —  other companies in their industry, operating at their level.
6. Don’t Model ROI During Your Product Demo
  • Attempting to model ROI at any point in the sales process correlates with a 27% drop in your likelihood of closing a deal.
  • Tell customer stories that focus on before and after.
  • There are no ROI model assumptions for your buyer to argue with. You’re simply telling a story of what one of your customers achieved.
7. Solidify Next Steps At The Beginning And End
  • Spend more time talking about next steps at the end of your product demo.
  • Securing next steps during a first call is the easiest sales cycle decreaser ever.
  • Get agreement from your customer at the BEGINNING of the call to discuss next steps, rather than penciling them in at the last minute.
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