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How to ask Meaningful Demo Questions

Learn how to ask the right questions at any time during your demo to uncover new customer insights and make your demo even more effective!


The art of asking meaningful questions during software demos is often underestimated, but it is crucial for fostering audience engagement, uncovering insights, and managing diverse demo scenarios. The book provides detailed strategies on crafting impactful questions, guiding when and how to deploy them to transform your software demonstrations.

Max Lüpertz – Presales Rockstars

Use meaningful questions to uncover new customer insights!

Use a proven set of questions to engage with your audience and uncover true insights about your customer, their challenges and how they are solving their issues today. By asking the right questions at the right time, you can learn and adapt your demo in a much more effective way.

40 Meaningful Questions

The book provides 40 curated questions for the most common demo situations. You will also learn the difference between good and bad questions – and why questions can be your most effective tool to drive customer engagement and rapport.

The questions highlighted in this chapter aim to uncover how your customers are currently handling tasks, how often they encounter specific challenges, what solutions they’ve previously tried, and their expectations for your solution.

By posing effective questions around feature requests, you can gain a deeper understanding of your customer’s needs, assess the value of their suggestions, and make informed decisions about your product’s development.

There are moments in your software demo when you notice a spark of intrigue or surprise in your audience. These instances are golden opportunities to deepen their engagement and connection with your product. This chapter aims to help you make the most of these moments by asking questions that highlight and explore their interest.

One of the most common traits is to ask closed questions based on assumptions and previous customer knowledge to appear knowledgeable. As a result, our assumptions can lead the discussion in the wrong direction, by putting our words into our customers‘ mouths.

This chapter equips you with a set of questions designed specifically for non-engaged audiences, allowing you to bring your audience back into the fold and ensure your software demo achieves its intended purpose.

Good closing questions serve multiple purposes. They provide a final opportunity for the audience to voice any concerns, questions, or suggestions that may not have been addressed. They allow you to gain a clear understanding of how your audience perceives your product, including which features struck a chord and why. They also help assess any obstacles or concerns that may hinder them from adopting your software.

While asking questions is critical to conducting a successful software demo, not all questions are created equal. Indeed, certain types of questions can lead your conversation astray, confuse your audience, or even leave a negative impression. This chapter is dedicated to helping you recognize and avoid these „bad“ questions.


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