The 4 principles of top shelf demo's that sell

Pete Solway
25-11-2024 3 minute read

Do you have a demo as part of your sales process?

Too often I see sales people or founders getting into the details and showing off all the depth of their product.
In the eyes of your prospect your product is only as valuable as the problems it solves.

So, how do we bring as much connection to the problems we can solve for the customer in demo call?

Use these principles:

1️⃣ Structure.
👉 10min:

Re confirm the challenges the prospect is looking to solve using qualifying questions (hopefully derived from your Sales Methodology, google 'BANT' if you're not sure what that is).

👉 20-25mins product demo:

Only show what they need to see in order to make a proper evaluation, not everything the product has.

⚠️ WARNING: This is of the biggest mistakes founders and junior sales people make is showing everything a product can do. Your prospects are busy and you'll loose their interest if you're showing this that aren't relevant to them.

If you find this uncomfortable or not sure how to put this into action please reach out to us. When I stopped demoing everything I doubled my average $ sales and significantly increased my revenue results.

👉 10mins

Wrap up for clarity in steps form here to making a purchasing decision.

💡 NOTE: Those timing are approximate ratios, adjust for deep tech like ERP where you need multi hours of demos etc.

2️⃣ Tell them what you’re going to show them, before you show them.
For example "Now we’re going to take a look at xyz which allows our users to achieve abc."
This allows the prospect mind to prepare and totally take it what they're seeing. Remember, they've probably never seen your product before.

3️⃣ Make references throughout demo to how others users are using the features you're showing. Then connect it to the business value those clients are getting.
BONUS POINTS: Reference customers that are in a similar industry to the customer your doing the demo for.

4️⃣ Make it a conversation not a ‘pitch.’
Take pauses after sharing key features and ask them questions.
For example:
"Would what I've just shown your be relevant in your business?"
"Can you see where this would be valuable in your business?"
"I know you mentioned solving XYZ problem is important to you. Do you feel like what you're seeing would make a direct impact on that?"

Interested in building out the rest of your sales process's to this level of quality so you can close more sales?

We've built a free 4 min assessment that maps how to grow your B2B Sales.
Check out my LinkedIn profile or the 'Sales Growth Map' Button on our website.