The Power of Analogies and Metaphors in Demos and Discovery – Part 3: Examples!

 

Here are some examples I’ve heard in demos and discovery conversations, with the fact presented first, followed by the analogy or metaphor. First specimen:

 

“We have a broad range of reports.”

 

Nothing particularly remarkable here, is there? A different vendor offered:

 

“You can choose from a broad range of reports. It’s like having a supermarket of reports, including fresh meats and fish, arrays of vegetables, rice and pasta, eggs and dairy, exotic canned goods, chips, and cookies. If you need it, your desired report is likely here. Bring your shopping list!”

 

“…A supermarket of reports…” Much more memorable!

 

Another example:

 

“You can set search filters to find exactly what you need.”

 

Boring and unremarkable. Now, here’s an analogy that is a bit more, um, pointed:

 

“People talk about how hard it is to find ‘a needle in a haystack.’ Well, this search capability is like a powerful magnet precisely extracting that iron needle in a fraction of a second…! Haystack of data? No problem!”

 

“…A powerful magnet…” I want one of those…!

 

Another example, for software that automates various workflows:

 

“We automate your manual processes…”

 

ZZzzzzzzz…. Here’s an alternative, nicely “crafted” description (I know the author)!

 

“It’s like the difference between a team of workers laboring with hand tools, slowly building cabinets and fixtures vs equipping your team with state-of-the-art computer design driving integrated power tools. They not only produce beautiful works in a fraction of the time but also improve the craftsmanship and quality!”

 

“…State-of-the-art computer design driving integrated power tools…” Wow!

 

Finally, an example from my distant past, with respect to applying combinatorial chemistry and high-throughput screening to pharma and materials science research. We would say, while holding up a 384-well micro-titer plate as a visual aid:

 

            “It’s like doing a year’s research in the palm of your hand…!”

 

Facts are boring and unappetizing. Spice up your demo and discovery descriptions with a generous seasoning of analogies and metaphors. Make it a memorable meal…!

 

 

Next: Why use analogies and metaphors? Understanding!

 

 

Resources:

 

The Power of Analogies and Metaphors in Demos and Discovery Parts 1 and 2:

https://greatdemo.com/blog/ 

 

Suspending Disbelief: A Collection of Sales, Presales, 

and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

 

Combinatorial Chemistry:

https://en.wikipedia.org/wiki/Combinatorial_chemistry

 

High-Throughput Screening:

https://en.wikipedia.org/wiki/High-throughput_screening

 

Micro-Titer Plate:

https://en.wikipedia.org/wiki/Microplate

 

Visual Aids and Props:

https://greatdemo.com/remarkable-demos-what-makes-a-demo-truly-memorable/

The Power of Analogies and Metaphors in Demos and Discovery – Part 2

Why Use Analogies and Metaphors? Retention!

 

Facts are boring, whether new or old, and they aren’t memorable on their own. Here’s an example: Crows fly at about 25-30 mph (40-48 km/h). Not particularly noteworthy on its own, is it?

 

However, when you tie that fact to an existing, already-known concept, it can be understood and retained much better. Let’s try this again: Crows fly at about 25-30 mph (40-48 km/h), what else flies at that same speed?

 

As you read that, this time you compared that speed to other moving objects that you already know. 25-30 mph (40-48 km/h) is close to the typical speed of a car driving in a residential or built-up area (well, according to the speed limit signs!).

 

Analogies and metaphors leverage existing memories, concepts, and relationships, making the new ideas much more memorable. Our crow’s speed is analogous to the speed of an automobile travelling through a residential or built-up area.

 

If you simply present your capability (a “fact”), typical audiences don’t retain it. Facts by themselves are flat and lackluster; they don’t stand out. They are unremarkable and are correspondingly difficult to remember. In traditional demos, at best you can expect your audience to remember only 30% of what is presented!

 

Analogies and metaphors that leverage existing concepts are far more “sticky,” forming memories that last longer and are easier to recall than facts.

 

Next: Examples!

 

 

Resources:

 

The Power of Analogies and Metaphors in Demos and Discovery Part 1: 

https://greatdemo.com/the-power-of-analogies-and-metaphors-in-demos-and-discovery-part-1/

 

Leveraging Attention-Retention Curves in Demos:

https://greatdemo.com/leveraging-attention-retention-curves-in-demos/

 

Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

The Power of Analogies and Metaphors in Demos and Discovery – Part 1

 

“The world is full of hopeful analogies and handsome, dubious eggs, called possibilities.”

– Mary Ann Evans (pen name George Eliot)

 

“The difference between the almost right word and the right word is really a large matter. It’s the difference between the lightning bug and the lightning.”

 – Mark Twain

 

“Put your hand on a hot stove for a minute, and it seems like an hour. Sit with a pretty girl for an hour, and it seems like a minute. That's relativity.”

 – Albert Einstein

 

This series of posts will include:

 

-       A couple of demo and discovery analogies.

-       Why use analogies and metaphors? Retention!

-       Why use analogies and metaphors? Understanding!

-       Manufacturing metaphors and accumulating analogies.

-       Beware the morass of mixed metaphors.

-       Stories: the best!

 

Analogies, metaphors, and similes: Which is which? I was once told an analogous story about a metaphor, or perhaps it was a metaphorical tale of an analogy? Or a simile-like metaphor? In any case, as Steven Wright once quipped, “It’s a small world, but I wouldn’t want to paint it…!”

 

Demos Can Be Like…

 

A stunningly awful demo is like being stuck for an hour listening to music that you loathe: You can’t wait to leave the venue!

 

On the other hand, a great demo is like enjoying a delicious meal: Just the right flavors, textures, colors, scents, timing, and just the right amount of food!

 

Discovery Can Be Like…

 

For many prospects, discovery calls often feel like an inquisition, answering question after remorseless question about speeds, feeds, and needs tonelessly recited by vendors from a never-ending list!

 

In contrast, well-executed discovery conversations are an engaging, mutual learning experience, like a first meeting with someone who becomes a lifelong friend. These are dialogues where both parties are mentally stimulated, curious, and are often sad to see the discussion end!

 

Well-crafted analogies and metaphors help our audiences understand and remember the key ideas we present in our demos and discovery conversations.

 

Next: Why Use Analogies and Metaphors? Retention!

 

 

Resources:

 

Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

Looking Back on "Modern Times…"

 

I am confident that 100 years from today, people will consider our beliefs and perceptions as childish and antiquated – our morals, social mores, explanation of the universe, physics, life, medicine, etc. 

 

No, it’ll only take 50 years!

More Simple Demo Guidance!

 

The more options you present, the more confusion you produce! 

Simple Demo Guidance

Never take your prospect on a trip you wouldn’t take yourself!

“5.0 out of 5 stars excellent storytelling!”

 

Thank you, Jennyn Anderson, for your nice Amazon review!

 

“As a professional in the Scientific Software industry, I very much enjoyed reading this great collection. Peter's stories offer the reader a window into "how the real world works." I particularly appreciated the various examples of unexpected moments of revelatory insight - especially when potentially disastrous moments with clients are reengineered to become long-lasting customer relationships. The lessons highlighted in this collection can be easily applied across a wide variety of product/solution selling modalities. For readers interested in acquiring practical skills for prospect engagement - you'll get some great insight as a "free prize" from the excellent storytelling by Peter :)”

 

And you can find “Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)” on Amazon here!

https://tinyurl.com/yc7rsrmy

What Are Key Events in Buying Processes?

 

They can make all the difference!

 

We were selling automated workflows into pharma and materials science research organizations that included hardware, software, intellectual property rights, and knowhow. These were expensive systems that could accelerate processes 50–100 fold, delivering enormous productivity gains and truly accelerating the identification and optimization of candidate compounds and materials.

 

Everybody was interested, but it came clear that only those who visited our facilities and saw the workflows in production use moved forward to purchase. It was an unanticipated, but important element of proof. The “Lab Tour” accordingly became a Key Event in our prospects’ buying processes.

 

No Lab Tour, no purchase.

 

Completed Lab Tour, high probability of closed business.

 

We changed our sales motions to match these buying steps, encouraging (and gently demanding!) a Lab Tour as a key step in our sales and our prospects’ buying processes.

 

It is important to realize that the Lab Tour was not part of our original sales process. We only discovered its cruciality when we were reviewing our recent wins and No Decision outcomes (at that time the only viable competitor was No Decision or an attempt by prospects to build the workflows themselves). 

 

Key Events in your prospects’ buying journeys could be the critical difference between closed business and no sale!

 

In our case, it was an alternative form of proof from what we expected. Since then, I’ve encountered other intriguing types of Key Events that occurred in discovery and other phases of sales and buying processes.

 

What might be Key Events in your buyers’ processes?

Do You Remember?

It is certain that memory contains a surprisingly significant number of false positives and false negatives!

Get Ahead of Your Competition?

 

A head start can make all the difference!

 

Many vendors schedule SKOs for January, February, or March and include skills training sessions as part of their programs. That’s great!

 

What’s better? Getting a head start!

 

Why wait to equip yourself or your team to beat your competition? You’ve got four more months in calendar 2026 to make an impact on performance and achieving your objectives!

 

Use these months to get ahead of your competition:

 

Good: Grab and consume copies of Great Demo!, Doing Discovery, and Suspending Disbelief for yourself and your team.

 

Very Good: Hold book clubs to discuss and implement the practices. I’d be happy to join a session or two to answer questions and provide examples.

 

Better: Schedule a webinar to introduce the ideas into your organization or to reinforce and improve current skills.

 

Best: Schedule a Great Demo! or Doing Discovery Workshop to establish practices that productively differentiate, increase closed business, and reduce No Decision outcomes.

 

Give yourself a head start!

 

 

And I can provide signed copies of all three books, or you can buy directly from Amazon:

 

Suspending Disbelief: A Collection of Sales, Presales, and Marketing Stories (and Lessons Learned)

https://tinyurl.com/yc7rsrmy 

 

Doing Discovery:

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/

 

Great Demo! Third Edition:

https://www.amazon.com/dp/B0C9SNKC2Y/

How Long Does It Take to Describe What Your Product Does?

 

Way too long, generally!

 

Customer-facing folks need to learn how to describe their offering(s) in one crisp sentence!

 

When I ask, “What does your product do?” the responses are frequently multiple paragraphs, with side explanations and caveats. That’s far too much! 

 

Try using a Provocative Question instead. What’s a Provocative Question?

 

Someone asks me what I do… 

 

I respond, “Have you ever seen a bad software demo?”

 

If their reply is, “No, can’t say that I have…” then I know this person is not a good prospect. 

 

On the other hand, if they answer, “I’ve probably delivered hundreds…” or similar positive response then:

 

1.     I know this prospect understands the problem, and

2.     They are queued up to hear how I might solve it.

 

Delightful!

 

What would be a good Provocative Question for what you do?

 

See page 253 in Doing Discovery

https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/