Pitching a product successfully is tough. It is not just about what the product is or what it can do, it is about how it benefits a company, industry or person. Unfortunately, product demos leave most prospects either disinterested or too confused. This is primarily because these demos lack relevant information or consist of hollow pitches that hold no meaning to the customer.
Therefore, instead of probing more about the product/service being offered to them, they end up never getting back to the sales rep that approached them.
To identify and rectify that disconnect, here are some points a salesperson must keep in mind to give a winning product demo:
1. Know the company and industry
First of all, a salesperson must avoid giving a generalized demo at every company he or she visits. The point is to set the pitch in sync with the company’s values, high priority requirements and understanding of their needs to be able to suggest the appropriate solution.
“How can my understanding of the product add value to the prospect?” should base the foundation of your product demo. The sales rep needs to focus on bringing out those aspects or features of the product that will bring the prospect maximum results to reach his goals.
To be able to create a demo that suits the prospect, the rep needs to focus on conducting an in-depth study about the company and background information of the prospect. Knowing the prospect beforehand, helps form better bonds with the prospects, give them better demos and suggest better solutions.
2. Redefine aim of the demo
It is important for the salesperson to give a methodical run-down of all the features of the product he is presenting to the prospect. But is it really that important? No. Prioritizing the demo on the basis of what’s relevant to the prospects is far more important – and advised.
Why? Because prospects agree to move forward in a sales cycle only when he/she can relate to the product – something that is solving one of their biggest problems. A product demo that is carefully presented, prioritizing his needs, will give him a glimpse of the solution and a reason to move forward with you.
3. Time-bind the pitch
If the salesperson has set aside 15 minutes for an online demo, then he or she must make the most of it by preparing well in advance. The demo must be devoid of any technological hassle or miscellaneous distractions to be able to wrap up the call in the given time. It is also better to ensure if the prospect is comfortable with the means of communication or software you’re making use of.
The salesperson should make use of tools such as Join.me (that allows sharing of screens online), Google Hangout or Skype, to instantly bring the prospects on the same page. He or she must always remain in charge of how the demo flows – and not vice versa, with the tool determining how it needs to be.
4. Constantly ask questions
No matter how well-versed the salesperson is with the background of the prospects and the product or how articulate and crisp the demo is, all efforts go waste if he or she is unable to make the prospects feel important.
Sure, they will listen to the salesperson carefully during the demo, but the question is – for how long? To keep them interested and occupied during the demo, it is crucial to establish a two-way interaction and the best way to do so, is by constantly asking questions.
Asking questions will give the salesperson an idea about what the prospects are really looking to achieve from the demo. This will also give the salesperson a chance to constantly reinforce their value proposition. Asking questions, discussing possibilities and analyzing the current as well as future needs should be a must in a product demo.
A salesperson’s job doesn’t end with the completion of a product demo. It isn’t over till he gets a response or feedback from the prospect – positive or negative. And it is not compulsory for the prospect to reply in a day. That’s exactly why follow ups are a must.
Therefore, it is in the hands of the salesperson to outline the next steps for them – define the customer journey. Whether it is a follow-up call or another meeting, drafting an agreement or structuring a timeline for moving ahead, the situation post-demo has to be handled by the same salesperson that gave a product demo to the prospect.
Time is valuable, which is why the salesperson must try to keep the demo short, crisp and highly relevant. Even if he is only tapping into the smallest fraction of your product for a prospect, it is perfect as long as it is targeted at them and adds value to their business goals.