I’ve seen it happen far too often: demos that start with great potential but quickly lose their way by diving too deep, too soon. Instead of focusing on the business value, some solution engineers get tangled up in complex features and technical details that overwhelm the prospect. The result? Distraction, confusion, and a flurry of unrelated questions that derail the conversation.
How do you avoid this common demo pitfall and keep things on track? Here’s how to avoid falling down the demo rabbit hole:
1. Focus on Key Issues (Layer 1)
Start your demo by addressing your customer’s primary problems. This is where you can show how your solution provides real value by solving the issues that matter most to them. Your goal is to establish relevance from the very beginning, making it clear that you understand their challenges and have a solution tailored to those specific needs.
Example: If the prospect’s main concern is reducing the time spent on manual reporting, focus on demonstrating how your solution automates that process and saves hours of work. Resist the temptation to show every feature right away—stick to what’s most relevant to their pain points.
2. Understand Their Buying Stage (Layer 1)
Not every prospect is ready to dive into the details. If they’re early in the buying process, they may not yet understand all the nuances of your product. In this case, it’s better to keep things high-level and focused on the bigger picture.
Example: When talking to a prospect who’s just starting to explore solutions, highlight the overall benefits of your product—like how it increases efficiency or improves collaboration—rather than getting into the specifics of configuration options or advanced features.
3. Dive Deeper When Ready (Layer 2)
Once you’ve established that the customer understands the high-level value of your solution, you can start to dive deeper into the details. But only do this when you’re sure they’re ready. Gauge their interest and knowledge based on their questions and responses, and go deeper only when it aligns with their needs.
Example: After presenting the automation benefits, if the prospect asks about how the system handles specific reporting formats, that’s your cue to explore that feature more deeply. But if they’re still focused on understanding the overall workflow, stay on the surface until they’re ready for more.
4. Let Them Guide the Conversation’s Depth (Layer 3 and Beyond)
The best way to avoid overwhelming your prospect is to let them guide the depth of the conversation. Pay attention to their questions and adjust accordingly. If they’re asking for more detail, you can go further down the rabbit hole—just make sure it’s a direction they’re choosing, not one you’re forcing.
Example: If the prospect starts asking about API integrations or customization options, you’ve been invited to dive deeper. But if they’re sticking to broader questions about how the solution fits into their overall workflow, stay at that level until they’re ready to move forward.
The Takeaway: Stay Out of the Weeds Early On
Avoiding the demo rabbit hole is about maintaining control of the conversation and staying focused on what truly matters to the customer. The early stages of a demo should be about addressing key problems and providing a clear, high-level understanding of your product’s value. Dive deeper only when the prospect is ready, and let their questions guide the depth of the conversation.
Remember: Going too deep, too soon can lead to confusion and derail the demo. Keep things clear, relevant, and focused, and you’ll stay out of the weeds—and the rabbit hole.
