John Peltonen, one of 3Sharp’s founding partners, shares learnings from his technical marketing experiences when sales demos lean toward prescription vs. diagnosis in our latest installment of our Demo Wizards series.
Is your sales demo the remedy?
Without fail, when sitting down with a prospective customer, they have already diagnosed their problem, determined a “remedy”, and have decided that 3Sharp is a good fit. Sometimes they are so on board that they’re ready for us to whip up a prescription and give them a quote in this meeting.
However, in 3Sharp’s over two-decade experience in consulting, there have been perhaps two instances when a customer’s “prescription” matched their problem’s true remedy.
Don’t just prescribe. Diagnose!
Dan Adams, of Trust Triangle Selling fame, equates this approach to walking into a doctor’s office, telling the doctor what your malady is and then asking for a prescription. If a doctor chose to prescribe a remedy the patient suggested without a thorough exam, it would inevitably lead to a malpractice lawsuit and the doctor would be banned from practicing medicine. A doctor has a thorough process designed to give the best care possible to his/her patient, and so should you.
When you are meeting with your prospects, never forget that YOU are the expert. You are the doctor, and they are consulting you for the remedy to their problem. As a sales expert, it is your job diagnose the problem and provide the cure. Use your stethoscope and start diagnosing before you write the prescription with your sales demo, and both you and your customer will be on the path to success.
Demo Wizard Tip:
Be prepared for your prospect to say, “just show me the demo” without any prep. It will happen. However, consider responding with, “I’m looking forward to jumping into the demo, but first, I want to make sure I cover all the issues that you’re concerned about.” Expand on this to state your interest in spending time understanding what they’re looking for this product to solve so that you can be sure to customize the demo to their needs. Your customer will begin to understand your process of fully understanding their needs, and in turn, this will help build a trust between you and the customer.
Giving a sales demo without first diagnosing the problem your customer is looking to solve is doing them a disservice. Don’t “lose your license” to deliver a great product demo.
Our demo wizards have seen it all. Stay tuned for more in this series!
One of 3Sharp’s key objectives is to ensure our demos are meeting the needs of our customer’s audience, whether it is equipping technical sales people with demo tools, providing conference keynote demo support, or simply telling a better product story that informs, excites, and wins deals.