Friday, April 13, 2018

Demo Differentiation – Communicating the What and the Why


When presenting software screens to customers (and when presenting Illustrations, in particular), remember to describe the What and the Why…

What they are seeing
and
Why it is important

Most presenters in demos simply share a screen and then offer a thin, insufficient explanation.  For example, “Here you have one of our fabulous dashboards…”  Not particularly useful.

This often happens because the vendor has seen this screen hundreds of times – and hence the presenter is intimately familiar with it.  However, how many times has the customer seen this screen?  Likely this is the first time.

Accordingly, don’t assume the customer “gets it” – and don’t assume they can see it clearly or read the text. 

Point to the key screen elements as you describe WHAT the customer is seeing – bring it to life…!  And then describe WHY the screen in important:  the value it represents; the problems it solves; the opportunities it offers. 

For example:

Traditional Demo:  “Here you have one of our fabulous dashboards…” 

Better Demo:  “Here on this dashboard you can see exactly where your current forecast stands for the quarter and your pipeline looking out over the next few quarters, along with the key deals aligned with corresponding sales reps and deal confidence…”
Great Demo:  “Here on this dashboard you can see exactly where your current forecast stands for the quarter and your pipeline looking out over the next few quarters, along with the key deals aligned with corresponding sales reps and deal confidence – which will enable you to focus your time on the deals and reps that need coaching and help, enabling you to generate an incremental $2M in revenue…”

What and Why…!

Thursday, April 5, 2018

Demo Differentiation – The Wrap Up


Gong, in their terrific study, identifies the final part of demo meeting as the Wrap Up and comments that this is the most appropriate time for pricing and next steps discussions.  Makes sense.

However, the concept of “next steps” is broad and is an opportunity to differentiate.  In traditional demos, most vendors focus on “trial closes”, “handling objections”, and related tactics.  This is adequate behavior, but not exceptional.

Truly great sales teams interpret part of “next steps” to include a discussion of how the customer can move from their current painful state, through deployment, all the way to the point in time where the customer is beginning to get tangible value from the offering.  This dialog may include outlining a rough schedule of implementation – set-up, data migration, training, go-live, roll-out, etc. – to enable the customer to gain an understanding of a possible plan moving forward.

This establishes a “Transition Vision” in the customer’s mind – and the vendor that invests a few minutes of the Wrap Up with this conversation will be in a competitively advantageous position vs. traditional vendors.  We teach this process in Great Demo! Workshops and identify (at least) two key entities:

  • A Critical Date or Compelling Event that drives the customer’s go-live date, and
  • A Value Realization Event that defines an early win or small ROI, post go-live.

A Value Realization Event is particularly differentiating, as it demonstrates to the customer that the vendor is not just interested in getting the order but has a genuine and tangible interest in the customer’s success. 

So, use the Wrap Up wisely…!

Tuesday, April 3, 2018

[Warning – Shameless Self-Promotion Alert!] Great Demo! Public Workshops and Master Classes

Our next Great Demo! Public Workshops and Master Classes are scheduled as follows:

Public Workshops:

  • April 18-19 Silicon Valley Great Demo! Public Workshop – click here for pricing and registration information.
  • June 13-14 on the Silicon Slopes (Salt Lake City area) click here for pricing and registration information.
  • September 5-6 Amsterdam Great Demo! Public Workshop – click here for pricing and registration information.
  • October 10-11 Silicon Valley Great Demo! Public Workshop – click here for pricing and registration information.

Master Classes:

  • June 13-14 Chicago Great Demo! Public Master Class.

Public Workshops are excellent opportunities for individuals, small groups or for teams that have new hires. They are 1.75-Day Workshops, with the first day focusing largely on core Great Demo! material and the second ¾ day addressing more advanced topics and techniques. 

Public Master Classes bring your team’s demo and Discovery skills to a truly outstanding level of practice:

  • Take your team’s demos to the next level
  • Develop high-performing Questioning and Discovery skills
  • Master complex situations of multiple players and solutions
  • Explore more challenging situations, beyond the “core” methodology
  • Reward and provide incentive for your team overall

Master Classes are typically 1.5-Days in length.  Participants are expected to have completed a Great Demo! Workshop previously.

You can find more information on our website at https://www.secondderivative.com/news---events.html