WHAT IS A SALES DEMO?

A Sales Demonstration (or simply a Sales demo) is a presentation made by a sales rep to show the features, capabilities, and value of a product or service to a prospective customer with the aim of bringing the product/service to the notice of the prospective customer and close a deal. The major purpose of the sales demo is to make sales.

The product demo is seldom confused with sales demo, but they are different. We shall see the difference between the two before we delve into the sales demonstration process proper.

WHO DELIVERS A SALES DEMO?

At virtually every company, a sales demo is delivered by a sales rep to the prospective customer.

WHY DELIVER A SALES DEMO?

Sales demo are delivered with the intent of closing a deal. With the aid of a sales demo, you would be able to prove to prospects how your product or services meet their specific needs and can solve any problem they might be currently experiencing. This would make your prospect want to close the deal and purchase the product or service or at least want to learn more about them so they can convert later on.

WHEN DO YOU DELIVER A SALES DEMO?

Sales demo usually come up when a visitor turns to a lead. It depends on where a prospect is in the buyer process, there is some time that you might deliver a sales demo without been asked and also when you ask your prospect if he is interested in a demo.


The times that sales demo should be delivered are:

  • When a visitor completes a micro conversion (signs up for your newsletter or requests more information)
  • When a lead contacts a member of your sales team to learn more about your product or service
  • When a lead requests a consultation
  • Listed below are some more examples of common sales demo delivery channels:
  • Email
  • In-person
  • Phone call
  • Live video chat
  • Automated/ pre-recorded video

Since we now have a better understanding of the basics of the sales demo process, let’s take a look at how to actually deliver a sales demo.

1. RESEARCH YOUR PROSPECT

The very first step in the sales demo process is to embark on thorough research on your prospect. Being the sales rep, you should be able to establish the needs of the perspective, his/her challenges, his/her company and what the company is into. You need to establish these points before delivering the sales demo.

This would allow you to streamline and tailor your demo to better suit the needs and situation of the perspective as this is the critical component of a successful sales demo.

2. CONFIRM THE SALES DEMO

A sales demo is always planned beforehand, so it is essential to remember to confirm the demo before it actually happens. Ensure the planned time for the demo is convenient with the prospect and allow room for postponement in the case of something else coming up impromptu or if they are double-booked or have a tight schedule.

3. PLAN YOUR SALES DEMO BEFORE THE MEETING

There exist a thousand and one ways to plan your sales demo that would enhance it and make it more engaging depending on the channel you wish to present it through.

Involve some questions for each tool or section for the prospect to answer to ascertain his involvement in the whole process, how they understand your description and comprehending how these tools can aid them in solving their problems. You should lay out a clear path for them so that they can visualize the way your product or service can help resolve their challenge.

4. HUMANIZE THE SALES DEMO

Starting your demo with “Hi, I’m Chris….Let’s start the demo now” makes you sound like a sales zombie that had been programmed to act the same way always.

In order not to appear as untrustworthy, pushy, and possibly unpleasant, make sure you are humane, personable, caring and try to bring out the human side of you at the beginning of the call. This is because, at this stage of the sales cycle, you and the prospective customer do not know each other well. You could ask some up-close personal questions about them such as asking how they have been if their dog is potty trained or how is their latest project going. Even though time is precious, the benefits of a good rapport cannot be overemphasized.

5. SET AN AGENDA FOR THE DEMO

You should have a specific agenda for your demo. This agenda should be clearly stated even before the beginning of the demo so as to bring these to the notice of the perspective. Prospects should be also constantly reminded of the stage of the agenda they are in at any time. This sets expectations high and organizes everything and everyone because the knowledge of the agenda of the demo and following the laid down agenda would put the prospect at ease.

Ensure to leave room for questions at the end of the demo and also feedbacks and comments but also welcome questions at any time during the presentation to make the process lively.

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