Be careful to make sure you know what your audience wants when preparing a software product demo for them.  For a sales demo, we generally classify our audience into 4 main categories. Each audience member type has unique interests and concerns which you should factor in to your demo approach.

Business Decision Maker

Potential Interests
Moving a KPI (Increase Profit/Revenue; Decrease expenses)
Potential Concerns
How can I make a number or complete a critical and complex project?

Technical Decision Maker

Potential Interests
Ease of Integration; Ease of Support; Meeting Business Needs
Potential Concerns
How will this software integrate with my other initiatives; Will I lose my job going with this company (especially relevant if you are not primary in your industry)

Specialist

Potential Interests
Does the product meet specifications? Will users be happy? Will it be overly hard to implement or support?
Potential Concerns
Is it worth sticking my neck out to recommend? Will implementing/supporting this make my life better or worse than other options?

Users

Potential Interests
How easy is this to use? Will it meet my needs? Does it do that one crazy thing that I really want but is totally obscure?
Potential Concerns
Is this going to slow me down or make my life more challenging?

What are your categories? Do you have different demos or demo paths through your software products based on who is in the audience? How do those paths meet your audience’s interest and concerns?

These are all key questions you should be considering when crafting your next sales demo. Take time to assess who you will be speaking to and make sure your messaging is on-point to address their individual interests and concerns.