Do your demos leave them convinced your capabilities are the ones they need?
Forget the old saw “demo first and last.” The guiding principle instead is “demo what they care about.”
If you’ve done a good job of discovering the goals and issues that are driving them to consider the pain of change, then you are prepared to do a convincing demo that leaves them certain that your capabilities are the ones they need to achieve their desired outcome. If you haven’t done a good job of discovery and are hoping the demo will create interest by shotgunning them with everything in your sales arsenal until their eyes light up, then you are setting yourself up for failure.
Once you have reached the second stage of buying and the requirements are well-identified, your job is to show that they can be met with your offering. The best way to do this is to follow a few well-proven steps.
1. Before beginning the demo, review the goals of the attendees and confirm that those are still primary. Write them on a whiteboard or flip chart so that at the end of the demo you can confirm that they saw the capabilities they believe will help them achieve their goal.
2. Stick to the point! Focus on the client’s goals and not the features you think are cool.
3. Ask confirming questions along the way such as, “Does this look like it fits your needs? With this capability do you think you can achieve your goals? etc.”
4. At the end of the demo, schedule the next step.
5 Follow up with a confirming letter including a summary of what they stated as their goals in the beginning, what you showed them, and how they said those capabilities would help.
Also, avoid doing a demo for just one person unless the company is so small that he/she is the decision maker and technical recommender also.
I hope these tips help you leave your demos with a feeling of confidence that you are, in fact, Column A and the preferred supplier. It’s very much like the EQPA (Event, Question, Person, Action) question format except that instead of painting a visual with words we are actually showing them the capability.
Good luck and good selling!