Honest Answers
Handle gaps and limitations without losing credibility.
Free cheat sheet
How to build trust in your demo —and how to break it
Your demo isn't just about showing the product. It's about showing who you are as a partner and becoming your customer's trusted advisor.
What is inside
The behaviours that make or break trust
I used to think a demo had one main purpose: to educate the customer about our product. I couldn't have been more wrong.
How you show up during the demo shapes how your customer sees you. Are you genuinely trying to help — or just hoping they'll be impressed? This cheat sheet lists the bad and better behaviours you can apply in your next demo.
This cheat sheet helps you:
Recognise the moments where trust is won or lost
Answer “can it do X?” without overpromising
Say “no” in a way that increases your credibility
Show up as an advisor, not a vendor
Why this resource exists
Trust is your unfair advantage
Products get compared feature by feature. The person delivering the demo is what customers actually remember.
This cheat sheet collects the behaviours that made customers trust the SEs I worked with — and the ones that quietly destroyed it.
Max Lüpertz — Presales Rockstars
What you getA one-page overview of trust-building and trust-breaking demo behaviours.
The outcome
Become the trusted advisor
Practical behaviours that make customers want to work with you, not just with your product.
Real Partnership
Show genuine interest in how they work today.
Lasting Impression
Be the vendor they call back after the evaluation.
Want your whole team to use it?I run demo training where trust-building behaviours are practised, not just discussed. Start with a 20-minute coffee chat.