After a presentation or demo, receiving a response like "We'll think about it" or “We will let you know” can be disheartening for any salesperson. If you frequently hear prospects saying this, it's a clear signal that your sales strategy needs improvement. There's something either in the presentation, sales pitch, or product demo that requires attention and adjustment. Your presentation or sales pitch should aim to eliminate the possibility of prospects delaying their decision, ensuring that deals are closed immediately, whether they're won or lost.

In short, getting your prospecting right is crucial. As a salesperson, you need to ask yourself whether your sales pitch simply provides information or if it convinces people to buy. Many people in sales think it's just about telling others about their business, services, or products. If you're one of them, then continue reading!

An ideal product demo or sales demo is nothing more than mapping your solution to the priorities, problems, and goals you learned during discovery about your prospective client. But in many many cases, sales agents fall into the trap of telling vs selling demos before they know it, even though their intentions are always on the mark to start the demo. Let's explore the disparity between telling and selling demos, and how mastering the latter can significantly impact your sales success.

The telling demo is an overview of the product section by section, a demonstration of the features in each, and an explanation of how those features work and the benefits. The telling demos are more like an introductory training class on the product versus a sales presentation. Telling demos aren’t going to energize anyone. They usually end with, “Thanks for the very informative demo. We’ll call you if we have any questions.” It’s one of the biggest reasons buyers go radio silent after a demo. You’re probably not going to make the shortlist and it’s easier to ghost you than deliver the bad news.

The selling demo, on the other hand, is an exercise in customer value themes and storytelling. You’re essentially making statements you know buyers agree with and telling stories about the real world they live in every day. Those stories set you up to show results and outcomes they’ll realize when your product obliterates their problems.

They also create the perception your product is better than the competition, which is the whole idea behind selling demos. If the deal is real, buyers are the ones to map out the timing and next steps without prompting on your part. That’s the power of a compelling demo. It creates a greater urgency to buy.

Let’s look at an example of how a salesperson can get trapped in a telling demo mode.

Imagine your demo is progressing smoothly until someone asks, "How does your software handle data security?"

Instead of immediately delving into technical details and showing how a specific feature in your product can handle a certain percentage of the problem, you can approach it like this:

1. Clarify the scenario: "So, you're concerned about ensuring the security of your data stored in our software, correct?"

2. Once confirmed, you can further inquire: "Can you share specific aspects of data security that are crucial for your business, and any challenges you're currently facing in this area?"

By understanding the specific concerns and requirements of the prospect, you can tailor your explanation to address their needs directly. In either case, your explanation will have full value context and keep you out of the “telling” trap.

Unfortunately, most demos either start or quickly fall into the “telling” category if we are not cognizant of it in the whole process. You might have heard terms like "feature dump" or "spray and pray." This means you're showing everything your product can do, hoping the audience will like it more than what the competition offers. The problem is that this approach leads to longer, more expensive sales cycles and fewer wins. Prospects don't understand how your product can help them succeed, so they're less likely to buy.

Here are a few more techniques or rules of thumb to keep in mind when doing product demos that can help the sales team close deals faster and more smoothly.

Are your questions during discovery calls hitting the mark? Prioritizing active listening to your prospect's needs is essential for asking the most relevant questions. By grasping the genuine desires of your audience, you can provide customized solutions and enhance your effectiveness.

Moreover, the ideal flow of your sales demo, or presentation sequence, should align closely with the topics discussed during the discovery phase, which is critical. It's crucial to get this alignment right! Essentially, the initial segment of your product demo should correspond to the primary business challenge identified during discovery, while the subsequent segment should address the secondary challenge.

This is easier said than done. Resist the temptation to showcase every detail of your product. It's common to want to share all product features, but this can overwhelm your audience. Instead, focus on delivering key points and captivating your audience's attention from the start. Structure your sales demo with a mic-drop moment at the beginning to engage prospects immediately.

The key is to captivate your audience right from the beginning and delve into details as necessary. This principle applies to sales demos as well! Many SaaS sellers overlook the importance of starting strong and instead follow a formulaic approach that saves the best for last. To make a lasting impression, aim for a "mic-drop moment" that impresses your potential customer right at the outset of your sales demo. You can achieve this by "flipping the script" in your demo, starting with the most significant challenges uncovered during the discovery call. Successful software demos adopt an upside-down pyramid structure, addressing major issues first to create a compelling opening reveal. This approach allows the buyer's reaction to dictate the level of detail they desire.

Additionally, timing your demos is crucial. Successful sales demos tend to be longer[successful sales demos are 30.5% longer than unsuccessful demo calls], not due to unnecessary length, but because they stimulate engaging conversations that naturally prolong the call. It's essential to focus on delivering crisp and targeted demos that spark meaningful discussions rather than aiming for arbitrary duration targets. Remember, correlation does not imply causation.

So, picture this: you're in the middle of your awesome product demo, and suddenly, someone throws you a curveball: Can your product do this?" you have a few options. You can quickly show them how it works, or you can save it for later and keep going with your presentation. Just make sure you don't get too sidetracked from your main goal of making the sale. Remember to stay focused!

Alright, so you've nailed your scenario demo and got some tech-savvy folks hungry for more. Time for a deep dive! This is your chance to impress the nerds and seal the deal. But hold up – don't just dive in blindly! Before your deep dive session, do your homework. Find out what features matter most to your technical crowd and why. Then, tailor your demo to showcase those killer features. And remember, always stick to rule #1: Keep the focus on what matters most to your audience!

Having a compelling call to action in selling demos is essential for prompting prospects to take the next step. By challenging them, asking questions, or inviting them to engage further, you motivate prospects to move forward with confidence. Whether it's scheduling a follow-up meeting, signing up for a trial, or simply reflecting on how your product can address its needs, a clear call to action provides direction and encourages action. By summarizing key points and demonstrating value, your call to action ensures prospects understand the benefits of your offering and are motivated to take action, ultimately driving sales success.

By harnessing CRM insights, sales teams can tailor demos to address specific prospect needs, delivering personalized and relevant content that resonates deeply. Furthermore, CRM facilitates seamless follow-up processes, automating tasks such as personalized email sequences and scheduling follow-up calls, ensuring continued engagement and nurturing leads through the sales cycle. This not only accelerates deal closure but also enhances the overall sales experience, driving higher conversion rates and fostering stronger customer relationships.

Mastering the art of selling demos over telling demos is like adding spice to your sales game – it's the secret sauce for sealing the deal! By tuning into prospect needs, weaving captivating stories, and structuring demos like a blockbuster movie, sales pros can truly dazzle their audience and fast-track decision-making. Think of it as orchestrating a symphony of discovery, storytelling, and strategic follow-up. With each step, from tuning into customer desires to leveraging CRM magic, you're not just selling a product; you're crafting an unforgettable experience that leaves prospects saying, "Where do I sign?" So, grab that microphone and let your sales demo shine!

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