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A sales demo is the most powerful marketing tactic. It gives you the opportunity to not only solve the prospect’s common challenges with your business’s products or services, but also help give them a better perspective on how it would be a valuable addition to their resources.

But ensuring that your demo moves the prospect further in the funnel, is a challenging task. According to, a whopping 82% of sellers are out-of-sync with their buyers. The main reason behind this number is the inability to script a demo around achieving the predetermined targets of the prospect.

Studies have revealed that only 18% of prospects are actually interested in your products – the reason why they enter your sales pipeline in the first place. This is a decent number that is achievable – provided the demo is executed strategically.

If you want results, then you have to make sure you are prepared.

A sales demo should flow seamlessly – without boring the prospects. It should have laser-focused points of discussion, an interesting pitch filled with anecdotes and an engaging Q&A session, followed up with an after-sales demo strategy.

What To Do Before The Sales Demo

The main objective, that you should set for your sales demo, is to make the most out of your prospect’s time and deliver a value proposition that is hard to decline. Here are a few things that will help you get prepared:

1. Know Your Prospects: Gather as much data as you can about your prospects before the demo. Of course, what they tell you about themselves and their business goals are important, but digging deeper into their industry challenges and the solutions they have been searching for, will help you create an impactful demo.

“Can your product provide all that?”

Structure the context of your demo around the data points you gather. The demo needs to be as customized as possible for every prospect. A good tactic that most successful reps follow is to put themselves in the shoes of the customer or conduct an in-house survey to be able to identify all the possible pain points that need addressing.

2. Do A Pre-Sales Demo Call: Most of your prospects are proactively looking for solutions to counter their business challenges. And they come across at least a hundred businesses that offer a similar solution as yours. The only way to ensure they don’t get poached before the demo is to conduct a pre-sales call.

Call or write an email to the decision makers or people you’re in contact with, thanking them for the wonderful opportunity they have given you. Tell them you are looking forward to meeting them and what they should expect from the demo. Being polite and communicative is the only way to leave a mark in their minds.

What To Do During The Sales Demo

You have done your homework of understanding your prospect and customizing your value proposition to suit his needs. Now is the time to show it. Here are a few things you should keep in mind during the sales demo:

1. Tell A Story: Instead of just listing down the benefits of your product or service, a better approach is to structure the demo around a storyline. Keep them engaged with a string of interesting anecdotes, case studies, videos, etc. – all strategically planned around being able to showcase the use case of your product/service.

Let the prospects interact with the product, rather than just sit and stare at you. Provide them tangible evidence of what you are pitching for. Make them like you first. They will automatically incline towards your product.

2. Listen To Them: A successful sales demo is a two-sided interaction. Therefore, apart from what you’re presenting, let your prospects add their inputs to the demo as well. Doing so will give you the chance to analyse their understanding for what’s presented so far, examine their thoughts and gauge their actual need – basically, everything you would need to turn your demo on the right track.

3. Answer All Their Questions (And Objections): Every demo invites questions regarding the product. It’s natural to have a Q&A session towards the end of the sales demo. Consider all possible questions that your prospects can ask and keep your answers ready – so that you come across as a prepared sales rep.

If you think you don’t have a valid answer for a query, be honest about it and promise to get back to them on it at the earliest – even if that means redirecting or scheduling a call with another team member.

There are four most common objections, collectively called BANT, that prospects primarily raise:

  1. Budget

  2. Authority

  3. Need

  4. Time

So, be prepared for them.

For instance, explain how cost-effective your product/service is for their business – given the kind of features it has and why it is best to purchase it from you as soon as possible despite the current market scenario.


What To Do After The Sales Demo

A reps job doesn’t end at the sales demo. To close a deal he needs to have a post-demo strategy in place to be able to accelerate the sales pipeline or keep the prospect engaged till they convert. Here are a few things a post-demo strategy should include:

1. Ask if they need anything else: Once the demo is over and you are about to leave, ask your prospects with confidence, if they need more information or have any doubts. No sales decisions are made in a flash and the prospects might take longer than you expect to take a call. A good idea is to let them know you can be reached anytime for any kind of information, and that you’d be waiting to hear from them. 

2. Follow-up: There are times when prospects take too long to decide on something – while that is totally normal, leaving them completely unattended might result in losing a business opportunity. Hence, don’t hesitate in following them up via an email or a call and remind them of the sales demo you had presented. Sometimes a reminder is all they need to take the final decision.

Converting prospective clients into happy customers requires a well-calculated approach backed with proper research. A sales demo presents you with the opportunity to do so; make sure you make the most of it!



by Asavari Sharma

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