No Show Up and Throw Up – Why Demos Need Clear Objectives
We’ve all seen it happen – the “auto-pilot” demo. It’s the kind where you go through your product’s features, but there’s no real connection to the customer. No goal. No spark of excitement. You’re just clicking through, hoping something resonates. But, more often than not, it doesn’t.
These demos fail, and it’s not because the product isn’t good – far from it. The issue is lack of preparation and alignment. The seller, the sales engineer, and the customer are out of sync. Everyone is in the room (physically or virtually), but no one is truly there.
It’s like throwing spaghetti at the wall and hoping something sticks. No plan. No focus. Just showing up and presenting. This is where we lose the customer. They disengage, and we lose the opportunity to showcase the real value of our solution.
I’ve been there – on both sides of the table – in sales and presales. There are times when you haven’t done the discovery work, or maybe the seller hasn’t gathered enough information. You’re left scrambling. But even in those situations, showing up and just running through features is never the right move. We must bring some level of strategic alignment to the table.
So, how do we fix this?
Get Aligned Before You Even Open the Demo Screen
Before jumping into a demo, take a step back. Get aligned internally, ask the right questions, and follow a demo preparation checklist. Here’s how you can avoid becoming another forgettable sales meeting:
Define the Purpose and Goals of the Demo
Ask yourself: What’s the primary purpose of this demo? Are you here to inform, persuade, or confirm something for the customer?
Every demo should have a clear purpose. Without it, you’re just walking through features with no direction. Maybe you’re trying to validate a hypothesis or introduce the customer to a specific capability. Or maybe you’re aiming to close the deal. Whatever it is, you need to know why you’re there.
You should also think about the specific behaviors or reactions you want from the customer. Are you hoping for a deeper engagement? A new stakeholder at the table? Knowing this helps shape your narrative.
Clarify Expected Outcomes
What’s the minimum success for this demo? Even if things don’t go perfectly, what’s the smallest win you can walk away with?
Let’s say the ideal outcome is that the customer signs off on the next step. But if that doesn’t happen, maybe success means they introduce you to another key decision-maker or show interest in a follow-up discussion. Setting these expectations internally helps you pivot when things don’t go exactly as planned.
Then there’s the home run scenario. What’s the best possible outcome? What does the customer need to say or do that signals you’ve nailed it? Having this clear in your mind helps you stay focused and intentional throughout the demo.
Identify the Key Theme or Main Message
What’s the one message you want your customer to remember after the demo? What’s the key takeaway that differentiates you from your competition?
Here’s a hint: it’s not “We have the best features.” Customers don’t care about features if they don’t see how those features solve their problems. Your message needs to be more than a rundown of functionality – it should address their pain points and show how your solution delivers unique value.
Keep your message simple, direct, and focused on solving the customer’s specific challenges.
The Importance of a Demo Preparation Checklist
Preparing for a demo is about more than just knowing the product. It’s about understanding the customer and their needs. Skipping this step is a recipe for disaster. I’ve seen too many demos fail because the sales team wasn’t on the same page or didn’t know the customer well enough.
To avoid these pitfalls, follow a demo preparation checklist. This checklist helps you ensure that all critical elements are covered before you even open your demo screen. Here’s what your checklist should include:
- Discovery Insights: Have you done your discovery? Do you fully understand the customer’s pain points and needs?
- Internal Alignment: Are the seller and sales engineer on the same page regarding the goals, key messages, and expected outcomes of the demo?
- Tailored Demo Flow: Is the demo customized to the customer’s specific needs? Are you showing features that will address their pain points?
- Narrative Structure: Does your demo tell a clear and compelling story? Is there a beginning, middle, and end that guides the customer to the key takeaway?
- Prepared Answers: Have you anticipated the customer’s questions and potential objections? Are you ready to address them effectively?
Following this demo preparation checklist ensures that your demo is not just a walkthrough but a strategic engagement that resonates with the customer and moves the deal forward.
Download Your Demo Preparation Checklist
Want to make sure your demos are always aligned and on point? Download our free Demo Preparation Checklist. This simple, yet comprehensive guide will help you stay organized, ensure internal alignment, and deliver focused demos that hit the mark every time.
Download the Demo Preparation Checklist Here
By following this checklist, you’ll be better prepared for every demo, making sure your customer stays engaged and your solution stands out.
In Conclusion: The Demo Is More Than Just a Show
A demo isn’t just a walkthrough of your product. It’s a strategic opportunity to show your customer why your solution is the right fit for them. And that starts with clear objectives, careful planning, and internal alignment.
Remember, every demo should have a purpose. What are you trying to achieve? What’s the ideal outcome? What’s the key message the customer should walk away with?
Get those answers clear in your head before you even open your demo screen. Follow the demo preparation checklist to ensure your goals are front and center. With this approach, your demos will be more focused, your customers more engaged, and your outcomes far more successful.
