Solving the “No Disco No Demo!” vs “Just Show Me a Demo!” Dilemma
How often are you asked to provide an overview demo to a sales qualified lead that goes nowhere? How frequently does it seem that prospects who ask for demos are just planning for the future, and have no intention of buying in the short term?
The ability to differentiate between prospects who are “Just Browsing” vs in an “Active Buying Process” is another major skills watershed. Those who are unable to make this determination are doomed to long sales processes that far too frequently end in No Decision outcomes (or their sales processes never end and are on the forecast forever!).
Prospects who are Just Browsing are doing exactly that: They just want a taste of your capabilities, not a seven-course banquet. These prospects are often in the early stages of exploration or planning for their next fiscal year. The don’t want to engage, yet, in a sales process. How do you satisfy them?
You deliver a Vision Generation Demo!
These use Informal Success Stories combined with a few key software screens, often dashboards or reports, to build a vision of what is possible in your prospects’ minds. A complete Vision Generation Demo can be executed in ten minutes or less, satisfying these prospects while avoiding the horrors of Lead Churn.
Prospects who are in an Active Buying Process, on the other hand, may want a Vision Generation Demo to kick off their investigation process, followed by substantive discovery and Technical Proof Demos. How do you determine your prospects’ level of interest? You ask!
(Chapters 4-9 in the Third Edition of Great Demo! provide the complete recipe for Technical Proof Demos and Chapter 11 details the formula for Vision Generation Demos.)
Measurement(s) for Achieving Level 5:
A) Differentiates Just Browsing from Active Buying Process prospects.
B) Presents Vision Generation Demos when appropriate.
C) Bonus: Applies the Menu Approach as a lead-in for Vision Generation Demos.
Pros:
- “Less is more” Vision Generation Demos satisfy many prospects’ desires.
- Productively recycles many leads that would otherwise have churned.
- Enables champions and other prospect stakeholders to sell internally.
Cons:
- May be difficult to differentiate from competition.
- May still be a unidirectional monologue.
- May leave money on the table.
Grade: B+
See this article for more on The Menu Approach:
https://greatdemo.com/the-menu-approach-a-truly-terrific-demo-self-rescue-technique-3/
And see this for more on Informal Success Stories:
For the full methodologies, see:
Great Demo! Third Edition:
https://www.amazon.com/dp/B0C9SNKC2Y/
Doing Discovery:
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
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