Max LÜPERTZ

How to Build Trust in Your Demo – And Become a Trusted Advisor 🤝

Software Demo

Why Your Demo Is More Than Just a Product Tour

For a long time, I thought a demo had one main purpose:
To educate the customer about our product.

I was wrong.
On many levels.

A demo can do a lot more. It can create urgency, show value, remove complexity.
But more than anything – it’s a trust test.

The way you show up during your demo has a big impact on how you’re perceived:

Do they trust you?
Do they believe you “get” their situation?
Do they want you in the room when they make a buying decision?

That’s where the trusted advisor mindset kicks in.
If you’re just showing features, you’re replaceable.
But if you guide, adapt, and listen – you become part of their decision-making process.

The Trust Equation: A Framework Every Presales Professional Should Know

In The Trusted Advisor, David Maister introduced the Trust Equation:

Trust = (Credibility + Reliability + Intimacy) / Self-Orientation

Quick breakdown:

Credibility → Do you seem like you know what you’re doing?
Reliability → Can I count on you to follow through?
Intimacy → Can I be open with you without feeling awkward?
Self-orientation → Are you in this for me, or for yourself?

This applies directly to demos.

Because in 30–60 minutes, your customer will subconsciously evaluate:
👉 Can I trust this person to guide me through a tough buying decision?

Or:
Are they just here to show their product and tick a box?

What Your Demo Says About You (and Why It Matters)

Most SEs don’t actively think about trust during their demo.
But your customer does – without even realizing it.

If you ignore what was said in discovery, they notice.
If you answer everything with confidence – even when you’re guessing – they notice.
If you push for next steps before they’re ready – they notice.

All these small moments tell a bigger story:
Are you here to help? Or to sell?

Trust-Killing Demo Habits to Avoid

Let’s start with what not to do.
These are common habits that destroy trust in demos – mapped to the Trust Equation.

❌ Breaks Trust	Trust Factor
Giving a generic product tour – “Let me show you everything.”	Credibility – looks lazy.
Ignoring what they told you in discovery	Reliability – no follow-through.
Showing everything, even if it’s irrelevant	Self-orientation – more about you than them.
Talking the whole time	Intimacy – no space to build connection.
Cutting them off mid-sentence	Credibility – you assume too much.
Dodging objections	Intimacy – makes you feel slippery.
Showing off your favorite feature	Self-orientation – nobody cares what you love.
Bluffing through technical questions	Credibility – dangerous territory.
Blaming others for product gaps or issues	Reliability – doesn’t feel like ownership.
Reading a script	Intimacy – robotic = forgettable.
Using jargon they don’t understand	Credibility – confused minds don’t trust.
Getting defensive when challenged	Intimacy – trust dies in conflict.
Pushing for next steps too soon	Self-orientation – feels salesy.
Promising roadmap features as reality	Credibility – if they find out, you lose it all.
Ignoring disengagement	Intimacy – proves you’re not paying attention.
Only talking to the decision-maker	Intimacy – alienates others in the room.
Not summarizing what you’ve shown	Reliability – feels rushed and messy.

Demo Behaviors That Make You a Trusted Advisor

Now let’s flip the table.
These are habits that build trust and make you look like a real partner.

✅ Builds Trust	Trust Factor
Tailoring the demo to their situation	Credibility – shows real prep.
Referencing previous meetings	Reliability – shows follow-through.
Only showing what’s relevant	Self-orientation – makes it about them.
Asking questions throughout	Intimacy – creates dialogue.
Letting them finish their thoughts	Credibility – shows respect.
Exploring objections with curiosity	Intimacy – builds psychological safety.
Tying features to problems they mentioned	Self-orientation – focused on outcomes.
Saying “I don’t know” when unsure	Credibility – honesty = strength.
Taking ownership when things go wrong	Reliability – builds confidence.
Being human, not perfect	Intimacy – people buy from people.
Using simple, clear language	Credibility – no need to show off.
Staying calm when challenged	Intimacy – shows maturity.
Asking “Does this make sense so far?”	Reliability – shows care.
Being honest about roadmap status	Credibility – no false hopes.
Addressing silence or disengagement	Intimacy – shows awareness.
Involving the whole room	Intimacy – everyone matters.
Recapping before moving on	Reliability – adds structure and clarity.

From Demo Performer to Trusted Advisor: What Customers Really Want

Anyone can learn to use demo tools.
Anyone can memorize a script.
But not everyone becomes a trusted advisor.

It’s not about being slick or perfect.

It’s about:

Listening more than you talk
Making your customer feel safe, heard, and respected
Being brutally honest when needed
And removing complexity instead of adding to it

The most powerful demos I’ve seen weren’t the most polished ones.
They were the ones where the customer said:

“You really understand what we’re dealing with.”

That’s your goal.

It’s the Small Things That Make or Break Trust in Your Demo

Trust isn’t built in your pitch.
It’s built in the way you handle moments:

When you get a hard question
When something breaks
When you could fake an answer but don’t
When you adapt instead of pushing through your agenda

These little decisions either push you closer to being a trusted advisor –
or just another vendor demoing their product.

Want to Know If You’re Acting Like a Trusted Advisor? Watch Your Demo

After each demo, ask yourself:

Did I make this about the customer – or about my product?
Did I follow through on what we discussed in discovery?
Did I create space for the customer to talk?
Did I show up as someone they can rely on and trust?

If the answer is “not really”… don’t worry.
This is a skill. And like any skill, it can be practiced.