They don’t care about your story: How to make better demos

We need to talk.

I know this is difficult, but it’s a conversation we need to have. Maybe you’ve been selling and demoing your solution for some time now and haven’t had much success. Maybe you’ve had some buys, but they weren’t the deal you were hoping to make. Or, maybe you’re quite good at telling your story, but what I’m here to tell you today is that: 

Your audience doesn’t care about your story.

Communicating what you offer, and the value that should be placed on it, has always been a challenge. There is one secret, however, that can make piecing it all together just a little bit easier:

Your audience wants to hear their story.

This may seem confusing at first but let me give you an example of what I mean. As a student you have to sit through hours of professor lectures every day (not unlike companies you’ll be pitching to with demos). It’s nearly impossible to take in and store every piece of information given to you. Therefore, when a professor mentions that something isn’t going to be on a test, often times students will zone out. 

When there isn’t a direct relationship to the outcomes people care about they stop listening.

Your customer thinks the same way. While a list of your features may be helpful to your customer in differentiating you from the other guy, it won’t make them decide to be interested in what you’re saying. Relate those features to direct benefits and outcomes and the customer hears why they should care about what you’re saying and can visualize what your solution can provide for themselves. When you decide to stop telling your story, and start to tell them their story, you’ll have a winning demo every time.

Want personalized demo coaching? Contact us for more ways to transform your demos. Close more deals and sell faster by telling a better story with Demo Solutions.

Good vs Great: What if we were better than “good”?

You probably think you give a good demo. You know your product or service inside and out, you know your audience…but are you really selling at your best? Too often people settle for the presentation that gets them there, but what if we decided to go beyond? 

Here are some things that happen when you push past “good enough”:

  1. More Impact

Good: I put together a presentation that tells my customer what my product or service is, what we do, and made sure to throw in some data for authority.

Great: I made sure to identify my customer’s objectives and needs and demonstrated how my product or service can serve or solve them (with lots of “so you can” sentences).

When you move from selling your product to demonstrating user benefits your presentations will not only be shorter, but they’ll also be more impactful. Plus, your audience will remember what you want them to remember. 

2. Less Time Wasted

Good: Company issued presentation decks are created for selling within different industries. They are large due to the broad nature of your potential audience but they are packed full of information.

Great: Presentation decks are created off of benefits with specific uses and results of your product or service.

Using a benefits strategy will lead to fewer wasted decks and better overall content. You don’t necessarily have to create a customized demo for each customer, and “industry demos” can feel too generic (and get one word wrong, like using “customer” when you mean “consumer,” and you’re done for). Spend less time wading through information you don’t need and focus on the benefits.

3. Close Faster

Good: I presented our pre-made sales deck, made it through my presentation (all 40 slides), answered my customers questions, and closed the deal.

Great: I created a deck focusing on what is most important to the customer, demonstrated outcomes, and closed in half the time because each slide was critical information instead of fluffy filler.

Relevant  information results in better outcomes. Even better, when you can answer your customers questions before they even think of them, you’ll become a lean, mean, deal-closing machine! 

4. Prioritize so you can Sell More

Good: The customer liked our demonstration, but because they’re unsure of what their outcomes will be, they said they’d sign a deal for a 6 month trial period to see what results they get.

Great: Because you outlined what your benefits are and what results you can deliver your customer signs an annual (or multi-year!) contract, secure in their decision to partner with  your company.

When people can see the payoff they want, they’re willing to buy more and invest more time with your company. Remember – just because you think a feature is cool, that doesn’t mean the customer will actually care.

5. Less Competition

Good: I know my competitors strengths, and although we have similar features, our product/service is cheaper so we have the advantage.

Great: I know my competitors strengths, their audience, and the benefits they offer. I’ll position myself by communicating meaningful competitive advantages. 

Competition is tight in just about every market and finding ways to stand out can be difficult for even the best of us. The other guys can’t compete when we’re delivering the benefit better. Going from good to great means less competition when you position yourself as the “solution”. There’s no faster race to the bottom than competing on price. 

Need a little help getting from good to great? Our services can be the vehicle that delivers you to even greater success.