When I hear people talking about their gold demo, or bronze demo, or any other form of single “standard” demo, I cringe!
Why?
Because it generally means that their team has been trained to memorize it as part of their onboarding. This also means that they are programmed to show that same demo when presenting to prospects and customers. Over and over.
And why is this bad?
Because it lacks any personalization.
That’s why prospects’ names for the “gold” demo include:
The Harbor Tour
Show Up and Throw Up
Spray and Pray
Tech Splatter
The IKEA demo
Living in the Land of Hope
And
Whisky-Tango-Foxtrot
What’s worse?
Focusing on learning a “gold” demo encourages customer-facing teams to treat all prospects and customers alike. Why bother with doing discovery if we’re going to show the same demo to everyone?
What’s a solution?
At minimum your “metallic” demos should be plural – one “gold” demo for each key sales scenario that you encounter.
For example, a CRM offering might serve ten (or more) distinctly different job titles:
1. CRO or Head of Sales
2. Sales Manager
3. Salesperson
4. Presales Manager
5. Presales IC
6. Head of Marketing
7. Marketing IC
8. Customer Success Leadership
9. Customer Success IC
10. Enablement and/or Field Operations
Would a single “gold” demo satisfy these disparate interests? Unlikely!
And vendors’ desire to do so has resulted in the generation of both live and automated stunningly awful Harbor Tour demos that seek to embrace all users’ needs and interests, yielding long, linear, painful demos that ultimately satisfy no one!
It’s like turning gold into lead.
If you’ve got ten distinct demo scenarios, you need ten distinct demos!
Here’s your foundry for effective, personalized demos:
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