5 Proven Tips for Delivering Flawless Technical Demos That Close Deals
As an online sales and marketing expert who has given hundreds of technical demos over the years, I know firsthand how challenging it can be to deliver a demo that dazzles the audience and moves the deal forward. According to Gong, the average demo lasts 47 minutes, but studies show audience attention spans start dropping off precipitously after just 10 minutes. Talk about pressure!
But with the right approach, it‘s possible to deliver technical demos that hold the audience‘s attention, showcase your product‘s value, and earn the technical win. Having analyzed thousands of demos, I‘ve distilled my learnings into these 5 proven tips:
1. Know thy audience and customize accordingly
One of the biggest mistakes I see salespeople make is giving the same generic demo to every audience. But as the old adage goes, when you try to appeal to everyone, you end up appealing to no one. The key is to tailor your demo to the specific needs, knowledge level, and priorities of each stakeholder.
Before the demo, do your research to understand:
- What is each person‘s role and area of expertise?
- What are their primary goals and challenges?
- How technical are they?
- What is their previous experience with similar products?
- Who is the ultimate decision maker?
Armed with this intel, customize the demo flow, content, and messaging to align with what matters most to them. For a CTO, you might focus more on the technical architecture and integrations, while for a business user, you‘d emphasize ease of use and productivity benefits.
Also consider the format of the demo based on the audience. If it‘s a large group with diverse needs, breakouts or parallel tracks may be more effective than one long session. If the audience is pressed for time, distill the demo down to the most critical points.
2. Tell a compelling story, don‘t just show features
Another common pitfall is getting so caught up in showing off features that you neglect to tell a cohesive story. Humans are wired for stories – our brains light up and we retain information better when it‘s presented in narrative form.
Instead of jumping from feature to feature in a disjointed fashion, craft your demo around a relatable story or scenario. Start by painting a picture of the customer‘s current state and the problems they‘re trying to solve. Then walk through how your product enables them to achieve their goals faster and better.
For example, instead of saying "here‘s how you create a campaign," set the stage with "imagine you‘re launching a new product and need to drive awareness and sales." Weave a storyline throughout the demo of how the marketer would use your platform to plan, execute and optimize the campaign. Highlight the specific problems you solve along the way, such as saving time, improving collaboration, and providing real-time insights.
Gong analyzed 67,149 SaaS demos and found the most successful demos had 12% more "we" language and told a more connected story. By putting the customer at the center of the narrative, you make the demo more engaging and memorable.
3. Make it an interactive experience, not a monologue
It‘s easy to fall into presentation mode and treat the demo like a one-way lecture. But according to Corporate Visions, demos that are interactive and tailored are 34% more likely to be highly rated by executive buyers.
Encourage the audience to participate actively in the demo by:
- Asking questions throughout to check for understanding and feedback
- Getting them to "drive" the demo by letting them click through the interface and complete tasks
- Giving frequent opportunities for Q&A
- Polling the audience on their current processes and pain points
- Assigning a scribe to capture questions, parking lot items, and reactions in real-time
One simple but effective trick is to start the demo with an upfront question like "What are you most hoping to see today?" or "Where do you want to start?" This sets an interactive tone and helps you prioritize the topics that matter most to them.
Interactive elements not only make the demo more engaging, they also provide valuable intel. Pay attention to which topics generate the most discussion and who is most active in the conversation. This helps you better qualify the opportunity and uncover hidden concerns.
4. Prepare and practice relentlessly
The demos that appear the most effortless are often the ones that involved the most effort behind the scenes. Top sales reps prepare exhaustively to ensure the demo goes off without a hitch.
Some key preparation steps:
-
Technical readiness: Test every aspect of the demo, including login credentials, data, integrations, and AV equipment. Have backup plans in case of technical glitches.
-
Demo flow: Have a clear beginning, middle, and end to the demo with time allocations for each section. Practice the transitions between topics.
-
Messaging: Script out the key points you want to make for each feature and the overall value proposition. Incorporate insights from discovery and previous conversations.
-
Objection handling: Anticipate common questions and objections and have concise, compelling responses ready.
-
Logistics: Confirm the date, time, and attendees in advance. Send calendar invites with an agenda and any pre-reading or login instructions.
I also recommend doing a dry run of the full demo at least once, if not multiple times. Enlist a colleague or manager to play the customer role and pressure-test the demo with tough questions and scenarios. Record yourself delivering the demo to evaluate your pacing, tone, and body language.
By investing in rigorous preparation, you build the confidence and agility to adapt on the fly and recover from any curveballs.
5. Set clear next steps and follow through
The technical demo shouldn‘t be a one-and-done event, but rather an important milestone in an ongoing relationship. Ending the demo with clear next steps and following through on them reinforces your credibility and keeps the momentum going.
Before the demo ends, align with the customer on:
- Their overall feedback and initial impression
- Any outstanding questions or concerns
- The process and timeline for making a decision
- Next steps, such as a proposal, reference calls, or trial
Don‘t make them chase you for follow-ups. Send a thank-you note within 24 hours recapping the key points and accountabilities. Deliver on the open action items you committed to in a timely manner. Check in regularly on the customer‘s progress and offer additional resources and support.
By maintaining consistent, value-added communication post-demo, you strengthen the relationship and make it easier for them to choose you when decision time comes.
The proof is in the data
Skeptical if these tips really make a difference? The data speaks for itself. According to Gong‘s analysis of over 2 million recorded sales meetings, the highest performing reps:
- Spent 12% more time planning and practicing for demos
- Tailored their demos more to the audience‘s needs and priorities
- Used more collaborative language like "we" and "us"
- Engaged the audience in 2-way dialogue vs. monologue
- Focused more on solution benefits than features
- Ended demos with clear next steps more often
| Demo Technique | Impact on Close Rate |
|---|---|
| Tailored to audience needs | +26% |
| Interactive format | +34% |
| Focused on benefits vs. features | +22% |
| Ended with clear next steps | +31% |
Source: Gong.io
And lest you think technical demos are becoming less important in an increasingly virtual world, think again. A study by Demoboard found that since the pandemic started:
- 60% of B2B buyers say seeing demos is even more important now for evaluating products
- 79% of sellers are doing more live demos
- Win rates are 36% higher when demos are customized to the audience vs. generic
- Remote demos are 8% longer but cover 13% more topics on average
In short, mastering the technical demo is a critical skill for any B2B salesperson or marketer looking to hit their numbers, especially in our current environment.
Go forth and demo!
Delivering a world-class technical demo is equal parts art and science. It requires a mix of storytelling, technical acumen, and improvisation. But by following these 5 tips, you‘ll be well on your way to wowing your audiences and bringing in more revenue:
- Know thy audience and customize accordingly
- Tell a compelling story, don‘t just show features
- Make it an interactive experience, not a monologue
- Prepare and practice relentlessly
- Set clear next steps and follow through
Remember, the technical demo is your chance to create an emotional connection with the audience and embody your brand promise. Approach it not as a chore to check off the list, but as an opportunity to build trust and show how you can make their lives better.
I‘ll leave you with this parting thought. In a survey of over 600 B2B buyers, when asked what was the biggest factor in their decision to buy, the top 3 answers were:
- The sales rep understood my needs
- The demo was tailored to my use case
- The rep was responsive and easy to work with
Notice product features and pricing didn‘t even crack the top 3. Ultimately, people buy from people they like and trust. Use your technical demo to build that relationship and show them you‘re not just a vendor, but a partner in their success.
Now go out there and crush your next demo!
