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An effective B2B software demo depends not only on how well you understand your product, but also how cleverly you are able to align it with the prospect’s vision and needs. Confucius once famously said, “Tell me, and I’ll forget. Show me, and I may remember. Involve me, and I will understand.”

And the same holds true in the case of B2B software demos. Since the purpose of a demo is industry and client specific, it is important to be completely aware of their business vision and the challenges they are facing.

Without this information, it is nearly impossible for you to engage  prospects in the demo. They will most likely hear you out, but not interact with you and eventually forget about it as soon as something else grabs their attention. As a matter of fact, each deal requires to be dealt with in a different way to cater to the prospects’ requirements better.

B2B product demo deal

B2B software demos and complex sales

A B2B software demo is one of the most important steps in a  complex sales process.

Complex sales are very common in the B2B market wherein reps are required to deal with multiple contacts on a client’s side to get a sale through.

In simpler words, a complex sale involves more than one decision maker (with the number sometimes reaching up to 25). The sales rep is required to convince majority of the decision makers to be able to close a deal.

Why complex sales demos are “complex”?

Since B2B software demos are mostly conducted on-site, it is even more nerve-racking for the rep as he needs to address a large group of prospects – all looking for a specific need for solution but holding different opinions.

Here are a few things you need to keep in mind when dealing with a complex sale:

  1. The value involved in a complex sale is huge – which is why it is important that the decision makers connect with the demo. They should be able to get the functional message and map a value proposition for their business’ benefits.
  2. More than one meeting with the clients are required to seal the deal. These multiple rounds of demo meetings are either general in nature or extremely focussed – depending upon the issue in hand.
  3. The step of arriving at a decision regarding your product can take time – from a few weeks to many months.

Creating a B2B product demo outline

Just because you can or you’re required to give a product demo, one cannot simply just walk in putting together a list of features of the product and how it works. A B2B product demo can be effective only when it has an intent and a goal associated with it.

Try to understand the business goals set by the senior management – they are the ones who are best aware of the organization’s end goals and market positioning. The better they are able to see the product as a solution of one of their challenges, the more likely they are to convert.

Another thing you should keep in mind before giving a demo is “does the prospective company have the financial resources to purchase your product solution?”

Even if the answer is negative, use the demo as an opportunity to show the prospect how your product can solve their problems and why they should invest in it. Displaying a few ROIs and related case studies can help you move the deal forward.

Demo Creation Worksheet

About 82% B2B decision makers think sales reps are unprepared when giving the demo; making them feel they don’t understand their business’s needs and won’t be able to suggest an effective solution for it.

B2B product demo research

To structure the complete process of creating a demo, always prepare and follow a worksheet that contains its most important aspects:

  1. Who are the decision makers?
  2. What are their key business goals and issues?
  3. How do these issues impact the business? What will happen if they are left unaddressed?
  4. Which customer success stories are relevant to them?
  5. Who is your competition? Conduct a SWOT analysis on them.


While giving an effective B2B product demo

It’s a given that you have to understand the product and the technology used behind it before giving the demo. This will help you in not only offering a feasible solution that helps clients overcome their challenges but also make them identify ways to  improves their overall results.

But how can you nail your demo and convince your clients to make the big purchase?

1. By answering all their questions

Every demo invites a number of questions regarding what the product is about, why it should matter to them, how is it different from the other market offerings, etc. Consider all the possible questions beforehand and keep the answers ready – you don’t need to wait for them to ask. Doing so will keep their doubts about the product at bay.

2. Showing the important message first

An effective B2B demo doesn’t beat around the bush. It straightaway gets to the main point. So ensure that while giving the demo, you bring up the important messages as quickly as possible to keep the attendees interested. Get down to the point immediately – the main features and the benefits. Don’t get into too many details right in the beginning.

3. Ensuring follow ups

Once the demo gets over, confidently ask your clients if they need more information or have any doubts. If they need more time to decide about your product, let them how to they can contact you in case the need be. Also ensure that you do follow up the prospect, if they haven’t reached out to you yet.

In the B2B spectrum, follow-ups are necessary. This is because in a typical day, many more products in the market are being pitched to your prospects and as they say, “early bird catches the worm.” You have to make the most of the time you get a prospect’s attention. A small delay can lose you an opportunity.


Creating an effective B2B software demo requires an in-depth research of the market requirements and the prospect. Once you have all the necessary data to customize your demo as per the company’s needs and vision – structure the demo.

Curating a structure will make you swift in your presentation and will also prepare you to tackle prospect doubts easily. Also, don’t forget to take follow-ups till your deal is finalized!



by Asavari Sharma

Asavari is a content specialist at SalesChakra. She comes with a background in marketing communications and social media.