Many people in sales and presales have been taught to “Tell Show Tell” when demonstrating their software. It’s a good approach, but you need to be aware of some serious risks!
It is good communications advice, in general, and was originated by Aristotle over 2300 years ago as “Tell them what you are going to tell them, tell them, then tell them what you just told them.” It’s a good tactic to help people remember your key points.
When discovery has confirmed the need and interest for your software’s capabilities, it is a great practice, and I recommend it.
But it often presumes too much. It presumes that your prospect wants, needs, or cares about the capability you present with Tell Show Tell.
When discovery has not uncovered or confirmed the need or interest, Tell Show Tell puts you at risk of:
1. Buying It Back, where your prospect doesn’t want to pay for features they won’t use.
2. Showing and over-emphasizing features, causing your prospect to perceive your offering as confusing, complex, and complicated.
And both happen far too frequently!
Finally, and this is a challenge for all methodology trainings, far too few folks actually remember to apply the approach, returning to their old habits of “Oh, this is a really cool feature…” without any intro or summary.
My recommendation is to focus your demos on presenting the Specific Capabilities uncovered in well-executed discovery conversations.
You can learn how to uncover Specific Capabilities in Doing Discovery and how to demonstrate them clearly and crisply in Great Demo!
Doing Discovery
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
Great Demo! Third Edition:
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