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Demos That !Win New Business!
Geoffrey James, Contributing Editor for Inc.com
Why This Guy? ! Geoffrey James
• Author of Business Without the Bullsh*t
• Contributing Editor at Inc.com
• Superpower: building a following of customers
• Has 3 times grown sites from 0 to 1m monthly views
• Given and suffered through hundreds of demos
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Agenda: 6 Simple Rules 1. Don't Explain. Show.
2. Keep It Simple.
3. Make It Vivid.
4. Rehearse, Rehearse, Rehearse
5. Prepare for Technical Questions
6. Close on the Next Step
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Demo = Sales Tool
The 7 Types of Sales Tool 1. Brochures
2. Websites
3. Spifs
4. Content
5. Emails
6. Presentations
7. Demos
Demos are Power Tools Because
! They show the product really exists.
! They help customers imagine the future.
Pop Quiz! ! What CEO gave the world’s best product demo?
Rule #1
! Don’t explain. Demonstrate.
Wrong: Explain
Right: Demonstrate
Rule #2
! Keep It Simple
How to Keep It Simple
1. Avoid vague abstractions
2. Avoid features and functions
3. Highlight a single problem
4. Provide a simple solution
Wrong: What *It* Does
Right: What *You* Do
Rule #3
! Make It Vivid
How to Make It Vivid ! Speak from a customer viewpoint.
! Show some real enthusiasm.
! Talk about real people.
! If possible, do the demo “hands on.”
Wrong: “Yada yada yada”
Right: “Just Do This”
Rule #4 ! Rehearse, Rehearse, Rehearse
The 20/20 Principle ! Limit all demos to 20 minutes or less
! Practice at least 20 times before show time
Rule #4
! Have a Backup Plan
How to Be Prepared:
! Multiple demo units ! Multiple live tests ! Canned video demo
Rule #5 ! Prepare for Technical Questions
Rule #6
! Close on the Next Step
The Perfect Close
Review: 6 Simple Rules 1. Don't Explain. Demonstrate.
2. Keep It Simple.
3. Make It Vivid.
4. Rehearse, Rehearse, Rehearse
5. Prepare for Technical Questions
6. Close on the Next Step
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Questions?
More Information ! Contacts:
• Rebecca Kalogeris [email protected] @pragmaticmkting
• Geoffrey James [email protected] http://www.inc.com/author/geoffrey-james @Sales_Source
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