Demos, Discovery, and Business Growth:
“Peter E. Cohan shares how storytelling, sales strategy, and business thinking drive real growth. Learn how to communicate value, build strong business cases, and position yourself as an expert.”
I joined Craig Sheets and “Behind Closed Books” for this engaging and pragmatic discussion of founding and growing your business, including:
00:00 Introduction
03:30 Have you ever seen a bad software demo?
04:00 Do the Last Thing First: The founding story…!
06:30 CRO’s desired deliverables
07:30 Flip your demos upside down!
09:00 A demo horror story…
10:30 Buying a car: an analogy!
12:00 CRM systems as examples of the challenge
14:00 An illuminating conversation with a founder
15:00 Presenting information using Inverted pyramid
19:00 How demos change based on job titles
22:30 Pain… and a tale of two doctors
27:30 “But you already know their workflow…”
30:00 Uniqueness, culture, and discovery
32:30 How much proof is needed?
36:00 What is the least expensive form of proof?
41:00 Introducing… Buyer Enablement!
41:30 The horrors of lead churn
43:30 Experienced vs inexperienced buyers
47:00 Anticipating your buyer’s needs
50:00 My favorite discovery question!
51:30 Automated demos – avoiding harbor tours
53:30 Automated demos and Vision Generation
54:30 Wrap up!
You can find the full recording here – enjoy!
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