Traditional demos attempt to present as many features and capabilities as possible in the time allotted, often without ever covering what the prospect wanted to see. The resulting demos are perceived as confusing and complicated, and the product appears bloated with more features than the prospect needs. There is little interaction between prospect and vendor, and little or no communication of business value.
Presales and sales leaders say the lack of communicating business value in demos is their number one area for improvement. “We don’t articulate tangible business value” is a common complaint. And buyer perception of insufficient value is a key contributor to No Decision outcomes.
Great Demo! emphasizes completing sufficient discovery prior to a Technical Proof Demo to enable a sharp focus on the Specific Capabilities, key deliverables, and the value associated with your solution. The methodology details communicating specific value elements throughout the demo:
- When presenting Situation Slides (reviewing the prospect’s situation and discovery information)
- When presenting Illustrations (key deliverables)
- As part of each interim Summary
- As part of the Final Summary
The “Do the Last Thing First” approach assures that the most important elements (from the prospects’ perspective) are presented right up front, enabling prospects to see exactly what the software will do for them, how it can solve their business problems and how much value can be gained.
Great Demo! applies the fabulously simple concept of “Fewest Number of Clicks” to reduce the perception of complexity and to build a vision in your prospects’ minds that they can see themselves using the software! This strategy encourages productive questions from prospects, turning monologues into engaged, bidirectional demo conversations.
The Inverted Pyramid strategy enables vendor teams to organize and deliver demos in accord with prospects’ depth and level of interest, presenting just enough to satisfy and complete the technical sale, without the risk of product bloat.
Multiple-player and multiple-solution scenarios are elegantly “chunked”, transforming painful sagas (“day-in-the-life-multiple-hats-do-you-remember-when-I-showed-you-this-now-we’ll-go-back-and…”) into well-structured, consumable segments mapped specifically to executives, middle-managers, staffers and administrators. What a delight!
Best of all, these production-hardened methods have been fully validated. It’s one thing to know in your heart that these practices are advantageous, it is truly wonderful to have them proven!
Resources:
Rescue – From the Tyranny of Traditional Demos
https://greatdemo.com/rescue-from-the-tyranny-of-traditional-demos/
Let’s Talk About Value – Uncovering the Delta
https://greatdemo.com/lets-talk-about-value-uncovering-the-delta/
Why Structure Demos Like a News Article?
https://greatdemo.com/why-structure-demos-like-a-news-article/
Are you Buying It Back?
https://greatdemo.com/are-you-buying-it-back-2/
Bite-sized Is Better: The Power of Chunking in Software Demos
https://greatdemo.com/bite-sized-is-better-the-power-of-chunking-in-software-demos/
Great Demo! Third Edition
https://www.amazon.com/dp/B0C9SNKC2Y/
Doing Discovery:
https://www.amazon.com/Doing-Discovery-Important-Enablement-Processes/dp/B0B8RJK4C2/
Training
https://greatdemo.com/training/workshops/great-demo/
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