Top 5 Demo mistakes & successes
By Ethan Becker

Hi Everyone. I'm going to tell you some tips and tricks that will change your demo from mediocre to killer. As many of you know, I've conducted thousands of demos all over the world - in over 9 countries and throughout most of the United States; in small one-on-one audiences and large groups of thousands. I tell you this so you feel comfortable asking me anything related to this subject of the demo. As any sales representative will tell you, a killer demo can greatly impact the chance of closing the sale.

First, let's define what killer means. Killer means that the demo was effective. What does it mean to have an effective demo? To answer that, it helps to know the point of the demo. What purpose does the demo have? Is it to sell the product? Well, not really. Is it to train the prospect? Well, no. Perhaps it is to convince the prospect to buy? Hmm, no.

"What?" you say! "Ethan, you're nuts! Of course the demo is to sell the product! What are you talking about?" Well, the demo is a part of the selling process, it has a specific and significant role, but by itself is not designed to sell. The demo is designed to persuade and influence. And persuasion is a whole different skill to learn then selling. Although I'm not going to dive deep into the art of persuasion here, I will share with you the top 5 mistakes that are made by a demo artist, and how you can strengthen your demo to "killer" level.

First understand this: An effective demo leaves the prospect in a desired state of mind. If the demo was "killer," then when the prospect meets with the sales person later, they will have no doubt and no further questions regarding the product - they will be ready to be closed. A mediocre demo will leave the prospect wondering if it is right for them or not.

The top 5 mistakes of most demo artists are:

5: Does not point out features and/or benefits
4: Ignores or does not know the sales process
3: Does not listen to the prospect
2: Talks too much
1: Is afraid they are going to look like a sales person

So, if this is what demo artists are doing wrong all over the world, what should they be doing to get it right? How can they upgrade their demo abilities from mediocre to killer?

Here are 5 ways to conduct a killer demo:

5: Feature/Benefit
It is common for demo artist to rattle off features and never say out loud what the benefit is for that feature. Typically, the demo artist does not want to come across as a sales person so they ignore the benefits, assuming that the prospect will connect the dots. Do you want to place the sale on the ability of your prospect to connect the dots? No - connect the dots for them. After you show a feature, say the benefit for every feature. I mean EVERY feature. Did I say to say a benefit for every feature? EVERY FEATURE has a benefit! If you have difficulty, try using the transitional word: "therefore."

4: Listen
Listen to the prospect and customize the presentation to the parts that are important to the prospect, while still incorporating the company's global marketing message. This is a skill, and must be practiced. (Hint... seek a demo coach, it works!)

3: Know the selling process
Make sure you have discussed with the sales rep, whether they are present or not, what their selling strategy is with that prospect. Don't assume from prior clients that you know. Make sure you are fulfilling the role and supporting the same messaging as the sales rep, and that you know when to hand the prospect back to the sales rep. Different companies and sales reps have their own understanding of the sales process; make sure your idea of it matches the sales rep you are working with.

2: Know when to stop
Often when a demo artist is shy about stating a benefit or a feature, they will try to make up for it by giving in-depth, lengthy technical explanations while waiting for the prospect to connect the dots. This is not good and can often talk a prospect right out of a sale. Know when you have said enough. Practice what you will say about each feature and perhaps what you won't say too much!

1: Know your ROLE in the demo!
As the demo artist, you are not a sales person. Boy, I get so angry when I see a demo artist who does not understand their individual role in the sales process. It is not a place to show off how much knowledge you know about the product. It is not to become friends with the prospect to the point where you can share what you don't like about the product. It is not to teach or train the prospect how to use every feature of the product. And it is most certainly not to sell the product!

As the demo artist, your role can vary. A skilled demo artist will adapt their role on the fly throughout the demo, to adjust and meet the needs of the prospect in front of them. They will not simply go through the motions of the product marketing script. That said, a skilled demo artist can address the needs that the prospect wants to hear about AND include the global marketing messages. It's a skill, and it can be learned.

Remember, to conduct a killer demo, make certain you say a benefit each time you demonstrate a feature, listen closely to the prospect and adapt your presentation to the parts that interest them most, talk with your sales rep to ensure you understand the selling process for that client, know when to stop talking, and know your role. Are you teacher, inspirer, motivator, seller? It changes throughout the demo, so know what you are, when.

So as you practice and prepare for your next demo, consider these 5 items and how they will impact your presentation. Master them, and your demo will move from mediocre to killer!
.

Top Five Demo Artist Mistakes and Successes
Article written by:
Ethan Becker
Senior Coach / Trainer


THE SPEECH IMPROVEMENT COMPANY, INC.
1614 Beacon St. Boston (Brookline), Ma. 02446
617-739-3330
ethan@speechimprovement.com