1	Selling through Demos Scott R. Smith
2	Agenda What is a Sales Demo Standard Demo Format Create It The Eight Steps Tailor It Deliver It Debrief It
3	What is a Sales Demo Selling event not a telling event Decide the result you are looking for The Demo Builds a BUSINESS CASE Get the prospect PERSONALLY EXCITED Mentally live the future Get prospect to see what life would be like using our products Get feedback while doing the demo
4	Standard Demo Format Before the Demo Know your Audience / Know results you want The Sales Demo Start Powerfully Big Picture - Overview Road Map - Agenda, add “Wanna Sees” The Demo Hot Opening Show them how it makes their life better Close for the results you want Get public positive feedback
5	Create It The Eight Steps to creating a Sales Demo Plan for Results Develop the Body Open The Show Set the Stage...Launch Plan the Close Create your Demo Aids Remove the FAT Rehearse the Demo
6	1. Plan for Results The Results I want when I finish the demo “Excite them about our product, so they will want consulting” “Following the demo they will select us as a finalist” How I know I succeeded “The prospect asks for a trial” “They ask our salesperson to set up client site visit” Target your Audience (Execs, Mgrs., Users, Tech., Other) What is your Audience’s language The more diverse your audience the harder it is
7	“The Message” What are my three major Messages You want them to take away An emotion or feeling Major function you want as part of their buying criteria A sense that you understand them
8	Competitive Positioning Their Strengths Their Weaknesses How they position themselves against me Where I want to fight them / issues in the prospects mind
9	Contrast Dramatize how our system will improve life OLD WAY NEW WAY How to Dramatize Contract our abilities with competitors Don’t assume they know how it will work for them
10	2. Develop the Body Create an outline of the Demo Show should mirror they way they think and work The Opening must be “HOT” Pass every function through a “So What” Test Will it help sell the system Live in their Problems - They should Live in your solutions
11	A Boring Agenda The Product Architecture Product 1 Product 2 Product 3 Q&A
12	A Sales Oriented Agenda Blueprint for Success Building Graphical User Interfaces Quickly Easy-to-use access to Relational Databases Building The Intelligent Business Questions and Answers for your success
13	3. Open The Show Grabber Intro - The first 90 seconds Set the Tone Use Vivid and Specific examples The Law of Contrast Humor or quote Start with a strong sense of purpose
14	4. Set the Stage...Launch The Big Picture Before you demo Overview of how it fits into their world Give them a picture so they don’t get lost The Road Map (Agenda) Tell them the flow Ask what else they want to see
15	5. Plan the Close Know how you will close Keep it short Tell’em what the saw Reiterate the 3 “take-a-ways” Call for action - next steps Tell them when you will get back to them on un-answered questions Finish positively. A weak demo just fades away This is the time for Public Positive feedback questions
16	Public Positive feedback questions “Will this system work for you in your environment? How? What impact do you see with it? Are there any areas you saw that will make a real impact here? How does this system stack up against others you have seen?
17	6. Create your Demo Aids A big picture graphic of the system to demo Make them Simple. Simple graphics - few words Use beautiful Color Bullets - not long sentences. 2-5 per slide
18	Make it easy to learn People have different ways of Learning Visual (SEE) Graphs, Color, Diagrams Auditory (Hear) Good stories, “He said”, “she said” references Kinesthetic (Feel) Touch the keyboard, feel the system Does demo have impact in these areas Time to fix
19	7. Remove the FAT Is it easy to follow? Is it pertinent to them? (“So what” test) Am I boring them by being to educational Review opening and big picture Replace buzz words, jargon with “Power” words
20	8. Rehearse the Demo Need I say more?
21	Tailor It Get information about your attendees Name/Title Wish list items Nuisance Items Concerns they have Vivid & Specific examples/ How to dramatize How can I dramatically contrast their old way with our system What should I avoid with this group
22	Deliver It Show Time! You own the room. Eliminate distractions Arrive early Check supplies Rearrange seating as necessary
23	Working the Group Dynamics Ask questions that: Are import to them personally Tell you how it effects them personally Give you feedback on how this product will benefit them “How do you see this product helping in your business?” “How will this product help in your ???” “What did you NOT see you wanted to review?” “What did you like most about the product? Why?”
24	Debrief It What went Well What did not go well What confused them What questions did I not get answers to What are the follow-up steps
25	SELL don’t just TELL!