Feature requests during demos can be tricky. Picture this: you’re in the middle of presenting, and your prospect lights up with excitement and says, „Can your product do XYZ? That would be awesome!“ Sounds like a great buying signal, right? Not so fast.
In my early days in sales and presales, I made the mistake of equating feature requests with interest to buy. Whenever a prospect mentioned a specific feature, I would eagerly dive in and start explaining how it worked in our software. A few days later, I’d deliver a detailed explanation on that feature, hoping it would seal the deal.
The result? Empty pockets. No sale.
Why? Because I didn’t take the time to understand whether the feature request was truly essential to solving their problem, or just a „nice-to-have“ idea. I was managing feature requests all wrong, and it cost me.
So, how do you handle feature requests in demos the right way? Here’s how to manage them like a pro.
Don’t Assume a Feature Request Means They’re Ready to Buy
When a prospect asks for a feature, it’s easy to get excited and think you’re closer to closing the deal. But it’s a mistake to jump straight into showcasing that feature without digging deeper.
Let’s say a prospect asks, „Do you provide an API or Excel export? That would be awesome!“ Many sales reps might take this as a buying signal and start prepping to demonstrate the feature in the next meeting.
Bad response: You write it down and prepare to showcase the CSV export during the demo, thinking you’ve nailed the key point.
Better response: Instead of jumping in, pause and ask, „What would the API or CSV export allow you to do?“
This question helps you understand the prospect’s true motivation. You might find that it’s just a “nice-to-have” rather than a deal-breaker.
Example of Managing Feature Requests
Here’s a real-world example of how managing feature requests can go two different ways:
Scenario 1: False Positive
Prospect: “Do you provide an API or Excel export? That would be awesome!”
You: “What would the API or CSV export allow you to do?”
Prospect: “It would be nice to prepopulate some of our compliance reports now and then automatically.”
The prospect says it „would be nice.“ This is often a sign that it’s not a critical need. In this case, you’ve deflected a false positive. The feature isn’t essential to their buying decision, and you can now focus on what really matters to them.
Scenario 2: Real Business Need
Prospect: “Do you provide an API or Excel export? That would be awesome!”
You: “What would the API or CSV export allow you to do?”
Prospect: “It takes us forever to complete the security assessment with every release. If we can automate the replicable work here, we can significantly increase our release frequency.”
This time, the feature request ties directly to a significant business pain point. Automating their security assessments would allow them to release faster and save time. This isn’t just a “nice-to-have.” It’s a critical need that has a direct impact on their operations.
In this case, digging deeper reveals a goldmine for your business case. You can now explore how much time and money they’re wasting on manual processes and how your solution could help them increase efficiency.
Key Questions to Dig Deeper
When prospects mention a feature request, don’t just nod and move on. Ask questions to uncover the real motivation behind the request. Here are some key questions that can help you dig deeper:
- Why do you want that feature?
- What would that let you do?
- How are you dealing with this issue now?
- What else have you tried?
By asking these questions, you get to the heart of the matter. You’ll be able to tell if the feature request is just a passing thought or a must-have solution for a critical business problem.
Avoid False Positives
One of the biggest risks in managing feature requests is getting sidetracked by false positives. These are requests that sound exciting but don’t actually move the deal forward.
For example, when a prospect says, “It would be nice,” that’s a red flag. „Nice-to-have“ features rarely close deals. Instead, focus on the „must-haves“ – the features that solve real problems and have a tangible impact on the prospect’s business.
By digging deeper into feature requests, you can avoid wasting time on irrelevant features and instead zero in on the core needs that will drive the sale.
Always Focus on Business Needs
At the end of the day, feature requests are not about features – they’re about solving business problems. Your goal in managing these requests is to uncover whether they are tied to a real pain point or just a passing idea.
So next time you hear, „Can your product do XYZ?“ don’t assume it’s a buying signal. Ask the right questions to understand the real problem behind the request. You’ll not only keep your demo focused, but you’ll also be better equipped to present a solution that truly meets their needs.
By managing feature requests effectively, you’ll close more deals and avoid falling into the trap of chasing „nice-to-haves“ that won’t lead to a sale.
