I just read a great article by Heather Morgan, founder of SalesFolk. It has some incredibly relevant sales tips that can be applied to your demos. It is a nice densely packed article focused on Harvard Business School lecturer Mark Roberge, former CRO of Hubspot.
Two important tips from the article:
Do not make your sales call (i.e., your demo) about product features.
This “show up and throw up” strategy of just spewing forth the features of your product will not be successful. Instead, talk more about how your product can help your buyer’s specific needs.
Ask broad, open-ended questions.
The way you will find out your buyer’s specific needs is by asking broad, open-ended questions. And of course, if you come prepared with broad questions that you follow up with more narrowly focused questions you’ll have a better chance of honing in on specific needs.
Here at 3Sharp we are big fans of open-ended questions. In fact, we have an in-house training session focused on them. Naturally, I start with “Does anyone here know what an open-ended question is?” I don’t even have kids, but I do love me some Dad jokes! But seriously, prescription before diagnosis leads to malpractice. It just makes sense to wait for the demo until after you’ve diagnosed the problem your customer is looking to solve.
The article is well worth the short read. I’ve bookmarked it for the occasional reminder when I start to feel I’m getting lazy with buyer interactions.
Thanks for taking the time to write this up, Heather!