Product demos are fraught with peril. The demo may run into a technical glitch. You might end up demonstrating the wrong feature. The customer may grow bored. Not to worry. Here are the eight rules for giving a product demo that moves you closer to making the sale:
- Rule #1. Simplify your demo. It’s an absurd myth that customers will think your product is wonderful simply because its has lots of features. Quite the contrary. Feature-rich demos generally leave the impression that a product is overly complex. Simplify your demo so that it highlights a small handful of features, all of which are of high value to the customer.
- Rule #2. Customize your content. Remember: you’re not demonstrating how the product works, but rather how the product will help the customer. Every feature you demonstrate must be tied directly to a customer problem or opportunity. Ideally, your demonstration should create a customized story line that allows the customer to see how things will work better when the customer has purchased.
- Rule #3. Script your commentary. The “talking” part of your demo must accommodate the rhythm of the product. If it takes ten seconds to execute a feature, you must fill that time with appropriate patter, lest those ten seconds seem like an eternity, and make your product seem pokey. Ideally, your demonstration should be seamless, without long pauses and dead spots. The only way to accomplish this is to script it out.
- Rule #4. Rehearse your demo. You’d be surprised how many sales reps think that they can wing it without rehearsal. The result is almost always a disaster. Rehearse the entire demonstration beforehand at least five times. Also, if possible, do a dry run (or two) in the actual location where you’ll be giving the demo. If you do this, you’ll triple effectiveness of your demo. Trust me.
- Rule #5. Test your demo. Never assume that the equipment that’s available at a customer site or conference facility will work. As far as practical, bring EVERYTHING that you need to do your demo. For example, if you’re demonstrating software, if possible use your own laptop, your own projector, your own pointing device, etc. When you do your dry run (see above), you may elect to use equipment that’s already present, but remember that using ANY unfamiliar equipment entails more risk.
- Rule #6. Prepare your mind. Feeling nervous prior to giving a demo is entirely normal. To help control nervousness and ensure a smooth performance, take a few moments in private and practice a relaxing exercise before your appearance. Try rolling your neck, swinging your arms and stretching. Take a deep breath, hold it for 3 to 5 seconds, then slowly exhale. Get yourself centered and flexible.
- Rule #7. Have a backup plan. Have a backup slide presentation (or something else) in case the demo runs into problems. While you can’t pass off a presentation as a demo, having something to say at least keeps the conversation going. If you’re lucky, you’ll be able to reschedule the demo for somet future time, after you’ve worked out the kinks.
- Rule #8. Remain flexible. The customer may very well want to take control of the demo. By all means, go along with the customer’s suggestions, as far as you’re able. The last thing you want is to annoy the customer by sticking to the script, when you’ve got the customer involved in actually using your product!
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