BETTER DEMOS, BIGGER DEALS
Demo Skills, Trainings and Coaching To Close More Deals
Hi, I’m Max. I help solution engineers and sellers turn feature-heavy demos into ones that actually win customers. Because knowing your product isn’t enough if you can’t show what it means for your customer. Engaging. Relatable. Actionable.
Who are you training?
Trusted by 500+ Solution Engineers and Sellers at
YOUR DEMO EXPERT
Why Choose Max
I’ve spent over 15 years in presales, sales, and solution engineering. I’ve done the demos, lost deals, and definitely over-explained a few things along the way.
Over time, I learned what actually works. Now I share those lessons in a way you can use right away.
Engaging
My workshops are fun and real. I use familiar situations from everyday SE life. The good ones, but more importantly, the painful ones. People usually recognize themselves pretty quickly. That keeps them engaged and a bit uncomfortable. In a good way.
Engaging
I’ve been in your shoes for 15+ years. And I’ve made all of the demo mistakes myself. This is me sharing what I learned the hard way. So you don’t have to.
Actionable
There is a simple structure behind it. But we spend most of the time on doing, not explaining. You practice concrete things. What to say. When to stop. Where to go deeper. Stuff you can try in your next demo.
where it breaks →
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Feature-Heavy Demo
Overwhelming prospects with every capability instead of focusing on their specific needs
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No or Confusing Structure
Most demos follow a structure that is hard to understand if you are not familiar with the tool, and lose attention early on
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Complex Language
Even the simplest software looks complicated if you use difficult words to explain!
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Lengthy Monologues
If you talk more than 70% of your demo, that's too much. And asking "Does that make sense?" doesn't help either.
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Clear Next Steps
Make sure every demo is aligned to a clear, mutually agreed next step to help make progress
← How to fix it
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Storytelling for Demos
Learn how to tell stories that make complex topics more memorable and easy to understand
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Easy Demo Language
Use easy, engaging language to make your message easier to understand
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Maximize Message Retention
Use audience attention theory to your advantage to structure your demo and communicate the right info at the right time
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Audience Enagement
Ask better questions than "any question?" to engage your audience, but also learn new things about them
THE METHODOLOGY
The Engaged
Demo Framework
A proven methodology that transforms how you approach every demo, making sure you communicate the right info, to the right people, at the right time.
- Inspired by the Great Demo!® methodology + real experience
- A repeatable and scalable process to close more demos
- Define internal demo objectives that move every opportunities forward
- Avoid ‘happy ears’ by asking the right questions
- Better alignmend between sales and presales before, during and after every demo
- Works with your existing sales methodology: MEDDPICC, SPIN, Value Selling, SPICED...
The 7-Step Demo Process
E · N · G · A · G · E · D
1:1 TRAINING
Train at your own pace -
or get hands-on coaching
Start wherever it makes sense! Learn on your own. Get feedback on your real demos. Or both. Start as small as you want, there’s a low-risk entry point for every situation. And if it works, you can always go deeper.
SELF-PACED
Video Course
52 lectures. 6 modules. Apply it to your next demo.
Comes with blueprints, templates, and checklists so you’re not just learning concepts, you’re walking away with things you can use immediately.
- Demo Fundamentals — the basics most SEs were never taught
- Demo Preparation & Alignment — prepare with purpose, not just slides
- Commanding the Demo — stay calm, structured, and in control
- Beyond "Does that make sense?" — ask questions that actually create engagement
- Mastering Demo Language — explain complex things in easy, memorable terms
- Objection Handling for SEs — handle the hard moments without losing momentum
MOST POPULAR
Demo Performance Review
Most teams don’t know how to give proper demo feedback, because they never learned to demo themselves. Get a detailed, expert outside-in view into how you are doing.
- Analyse — Submit 3–5 real demo transcripts
- Diagnose — Ger a detailed strengths & gaps report
- Coach — Personal vide coaching explaining biggest opportunities
- Reinforce — Personal training plan
- Video course included
ONGOING
Demo Gym Membership
One review gets you clarity. Continuous cycles build the habit. If you want structured, compounding improvement over time, this is your track.
- Regular "Demo Performance" Reviews
- Monthly or quarterly review cycles
- Monthly 1h coaching session
- Group coaching calls
- Video course included
- Personal support via Whatsapp, email...
- Advanced access to all new templates, blueprints and materials
DEMO TRANING & SERVICES FOR TEAMS
From kick-off workshops to
ongoing coaching.
Training that does not end when the workshop ends.
Some teams start with a single workshop (in-person or online) to gain fresh input and practical tools.
Others extend the journey: keynotes to inspire, structured programs to build skills step by step, online coaching for flexibility, and continuous demo reviews to make sure new habits stick.
This way, every team can choose the level of support that fits best, from one-time training to ongoing development, to make sure that new habits stick.
― 500+ SEs and Seller Trained
On-Site Trainings & Workshops
Hands-on, in-person sessions with your team. Practice real demos, get direct feedback, and walk away with skills you can apply immediately.
Remote Workshops
Interactive online workshops that bring the same energy and exercises as on-site — without the travel. Perfect for global teams.
3+ Month Online Coaching Programs
Step-by-step training programs with live sessions, exercises, and continuous feedback. Designed to build habits, not just awareness.
On-Demand Coaching Platform
Access demo tools, templates, and best practices whenever you need them. Self-paced, but with expert guidance at hand.
Continuous Demo Reviews
Ongoing demo reviews and feedback to keep track of your demo performance and keep improving over time
Keynotes & Team Sessions
Inspire your sales or presales team with engaging keynotes that mix stories, humor, and practical demo takeaways.
― About me
Meet Max Lüpertz
Your Demo Expert and Trainer
I’ve spent over 15 years in presales, sales, and leadership roles – and made more demo mistakes than I can count. My mission now is to help others avoid those mistakes and make their demos more customer-centric, relevant, and engaging.
I’ve coached 500+ solution engineers to feel more confident and deliver demos that go beyond the product, and truly speak to what their customers care about.
Watch, Learn, and Grow
What My Customers Say About Their Training
Max delivered an exceptional workshop on demo best practices. He also ensured the session was tailored to Personio's unique use cases and had an incredible grasp of our go-to-market motion. The session was not only educational but also a lot of fun for the team too.
Clare Nolan
Head of Global Solution Engineering
I can highly recommend Max 🔥 If you work in presales and not only want to improve your demo skills but master the art of becoming a trusted advisor for your prospect, this workshop is for you. I had a lot of sales trainings in my 10 years working this role and honestly, this was one of the best, probably the best. 🙌🏼
Kevin Kleist
Manager Solutions Engineering Venture Markets
A Few Awards My Mum Put on the Fridge
Blog
Actionable tips, ready-to-implement advice
and most of my f*ck ups
FAQ
Find answers to the most common questions below. If you cannot find the answer you are looking for --> Reach out to me via email, Linkedin or book a meeting via my link.
This training is for anyone who runs demos as part of the customer journey. That includes Solution Engineers, Account Executives, Customer Success Managers, product experts, and even founders. Whether you’re selling, supporting adoption, or driving expansion — if you’re showing your product to a customer, this will help you do it with more clarity, confidence, and impact.
Not at all. Anyone running demos will benefit, from commercial teams to product experts, engineers and business people.
Because showing features isn’t the same as building a strong buying vision. Even good demos can be sharper, clearer, and more impactful. And even if your demo is already great – there is always potential for improvement, and getting and external view on how you are performing.
No. It’s highly practical and focused on real scenarios. You’ll walk away with approaches you can apply immediately. Work on your own opps, and practice in groups and with the team. Demo training only as theory is actually stupid.. 🙂
Exactly. A brilliant demo won’t save a deal if the discovery was shallow or the prep was missing. That’s why we also work on the “before”: planning, handovers, and setting the right expectations. A great demo starts before the screen is shared.
Do you follow a specific demo framework?
Yes. My training is built around my own demo methodology, combining frameworks, tools, and practices I’ve developed through 15 years in B2B software sales and more than 1,000 demos I’ve reviewed.
It brings together what I’ve learned from real-world experience, working with different sales methodologies, and training hundreds of sales and presales professionals.
I’m also an officially certified trainer for Great Demo!® and Mastering Technical Sales and can deliver both training programs. Both have strongly influenced my own approach, especially Great Demo!, which I consider one of the best frameworks for connecting demos with the wider sales process.
My own methodology builds on these ideas while adding my own frameworks, exercises, and practices for modern software sales teams.
Happy to support you! The best way to build the case is with facts and impact:
What’s your current demo-to-close rate — and what would a small improvement mean for revenue?
Are there examples of well-run demos that helped move deals forward faster?
How consistent is your team’s approach across regions or roles?
Beyond performance, this kind of training also supports employee retention and personal growth. Several of my customers ran internal surveys where the feedback was clear: teams want fresh input and new perspectives from outside trainers — not just internal enablement.
To make things even easier, I offer a free demo review so you can share real examples and concrete suggestions with your leadership team.
Let’s build the case together.
Both are possible. Remote works well. On-site brings energy. We can tailor it to what fits best.
Yes, I do! 1:1 coaching is provided as regular demo performance reviews and coaching sessions, or to start off with, an on-demand video course. See 1:1 coaching for more details!
Most teams start with a Demo Review and a hands-on workshop. This gives us a clear view of where your demos stand today, what already works well, and where the biggest opportunities for improvement are.
The workshop can range from half a day to two days per team or cohort, depending on your goals and the topics we want to cover.
From there, the program can grow with your team. This can include quarterly demo reviews, self-paced online learning, individual training plans, coaching sessions, and more advanced demo topics as your team progresses.
The idea is to move beyond a one-off training. Your team keeps practicing, gets regular feedback, and works on new skills over time until better demo habits become second nature.
Stronger demos that are easier to follow, more relevant to your buyers — and help move deals forward faster.
But it goes beyond just demo techniques. You’ll also learn how to better understand your buyers, improve your communication skills, and build the confidence to take a more proactive role in guiding the conversation — instead of just reacting to it.
Yes! From 1:1 coaching to review sessions, habit trackers and ongoing sparring. The goal is to build lasting skills, not just a one-off effect.
I’ve worked as an SE, AE, and led both SE and AE teams — so I know all sides of the table. I bring a mix of practical tools and proven frameworks that your team can apply right away. But more importantly: I focus on long-term change, not just a motivational one-off.
And yes — we’ll have fun. Expect memes that feel funny… until you realize they’re uncomfortably accurate. For you. Or your AE. Or both 😉
Workshops are available in German (my native language) and English. I consider myself slightly funnier in German — but 90% of my workshops have been in English, so that works just as well.
I did learn Spanish and French in school… but let’s not test that in a live training 😄
Yes. While I’m based in Europe, I regularly work with international teams and support global rollouts — both remote and on-site. For larger programs or teams across multiple regions, I also partner with Natasja (based in the Netherlands) and a trusted group of demo experts across EMEA and the US. So whether your team is in Berlin, Boston, or Bangalore — we’ve got you covered.
Workshops are available in German (my native language) and English. I consider myself slightly funnier in German — but 90% of my workshops have been in English, so that works just as well.
I did learn Spanish and French in school… but let’s not test that in a live training 😄
I work with companies of all sizes, from early-stage startups to large global enterprises.
For startups and scaleups, I offer more focused programs at preferred rates, usually designed for smaller teams that want to build a strong demo approach early and create more consistency as they grow.
For larger organizations and enterprise teams, I build programs around the structures already in place. That means working closely with Sales Enablement, Presales leadership, and other internal teams, and aligning the training with your existing sales methodology, processes, terminology, and enablement programs.
Programs can be delivered for a single team or cohort, or rolled out across multiple regions and teams.
Who are some of your reference customers?
I work with software companies of all sizes, from startups and scaleups to large global enterprises.
Companies I have worked with include:
Global & Enterprise
Adobe, Shopify, Dell, Leidos, Workato, Amagi
Scaleups & Growth Companies
Miro, Personio, SoSafe, Staffbase, Code Intelligence, Comply365, HyperExponential
Specialized Software Companies
Matrix42, Model Aachen, skybow, Hyper Innovation, Harri, Extenda Retail
My approach is industry-agnostic by design. The fundamentals of a strong software demo are remarkably similar across industries: understanding your customer, focusing on relevant problems, communicating value clearly, and helping buyers make a decision.
That does not mean the training is generic.
Before every workshop, I take the time to understand your market, your customers, your product, and the typical situations your team faces. I adapt examples, exercises, and scenarios so they feel relevant to your business and your buyers.
This allows me to bring an outside perspective without forcing your team into a generic playbook. The goal is that every session feels tailored to your world, even though the underlying principles work across industries.
Customers I’ve worked with come from a wide range of verticals, including:
Cybersecurity, HR Tech, Enterprise Collaboration, Developer Tools, IT Service Management, Financial Services & Risk, Retail Technology, Media & Broadcasting, Manufacturing, E-Commerce, Data & Analytics, and Enterprise SaaS.
This allows me to bring experience from very different software categories while still making every workshop feel specific to your team, your product, and your customers.
Better
Demos.
More Sales.
Demo coaching for fast-growing SaaS - helping Solution Engineers and Sales with actionable skills and frameworks to close more deals by making complex things suuuuper simple and valuable, so even your parents understand 😉
Software demo training, coaching and workshops for fast-growing SaaS companies and presales/solution engineering teams.
Services
- Demo Workshops
- Demo Feedback
- Keynotes
- SKOs
- Demo Automation (tbd)
