For those of you who sell software or hardware or some tangible item, this is for you.  If part of your sales cycle, sales process, is some kind of “demonstration”, then this is for you.  For years when I first started selling software, the big event was the “demo”.  Getting the prospect to agree to a demo.  Getting a good audience and crowd for the demo.  All of the demo logistics…..how many demo’s in a day, who would get invited, the size of the room, the projector, the screen, the demo materials…..all we talked about was the demo.  We had convinced ourselves that we would win or lose the deal in the “demo”.  Who would do the demo?  Did they have enough experience, how were their “demo skills”?

Does any of this sound familiar?  Now, I am not saying the product demo is not important.  It is.  I am not downplaying the importance of planning a good demo, having a good demo person, a good demo script. 

But what I am saying is that there is more to the sale, there is more to the meeting that includes the demo.  What I am saying is to change how you approach and think about this meeting.  Think about this meeting as a presentation….a business presentation, that just happens to include a product demonstration.

In addition to the demonstration portion of your presentation, make sure you cover these three things in addition (as well as integrate them into the product demonstration):

1.  Link your product features and benefits to the clients needs and pain points.  Be very clear about what you know about the client and their pains.  Be even more clear as to how your product links not only to solving their problems, but how your product links to their higher level strategic, political, financial and cultural pains.  Just solving the low level operational business issue is not good enough.  You must link to these higher level pains and issues.  If you don’t to the linking, either your prospect will, or even worse, your competitor will!

2.  Provide solid proof statements from customers and other third parties.  Don’t depend solely on your great presentation skills, look and feel of your product or your terrifc charm!  Bring in testimonials from customers who have solved the same problem that your prospect has.  Have some fun with this, so try and use something other than a quote on a powerpoint.  How about a 20 second video clip or a 30 second audio clip.  Or, bring in a customer to the meeting.  I have done this a few times in my career with fantastic success and impact.

3.  Lastly, you must show how your product will help your prospect differentiate themselves from their competitors.  This step is almost always overlooked.  Sure, we talk about differentiation, but typically when we do, we are differentiating ourselves from our competitors.  Customers expect this.  Sure you have to beat your competition, but do it by showing your prospect how they will beat their competitor.  It’s not about you……it’s about them!

If what I have said is still not resonating with you.  Ask yourself these questions:  Does the best product always win?  Does the company with the best “demo” always win?  Have you ever won a deal when you knew your competiton had a better product?  Have you ever won a deal after a “demo” that really wasn’t your best?

If you answered yes, then deep down you know there is more to winning than just a good “demo”, you need a comprehensive “presentation” to help you win!

If you want more good ideas and suggestions, keep reading my blog.  But add Coach Scotty Miller’s blog to your blog schedule, http://scottymiller.wordpress.com/.

This entry was posted on Monday, December 29th, 2008 at 10:24 am and is filed under Sales. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.