The great thing about demos is that even small changes can have a massive impact on how customers perceive your solution. The way you frame something can make all the difference. One simple shift in your language can take your demo from product-focused to customer-focused. And that phrase is:
“How this helps you…”
Why This Works
Many solution engineers (SEs) tend to explain features in a way that puts the product at the center. You might hear statements like:
❌ “We have real-time reporting.” ❌ “Our tool automates workflows.” ❌ “Our platform integrates with multiple data sources.”
While these statements are factually correct, they don’t connect with the customer. Why? Because they focus on what the product does, not what the customer gains. Customers don’t just want to hear about features—they want to understand how those features impact their day-to-day work.
By simply switching to “How this helps you…”, you automatically shift the focus to the customer’s benefit. Let’s see how this looks in action:
✅ “How this helps you is that you’ll always have up-to-date data at your fingertips, helping you make faster, more informed decisions.” ✅ “Why this matters to you is that your team can eliminate manual work, saving hours every week and reducing errors.” ✅ “For you, this means that you can connect all your key systems effortlessly, ensuring smoother workflows and better insights.”
The Power of Framing in Demos
Framing is a key principle in communication. How you position a message changes how people perceive it. Customers are more likely to see value in your solution when you speak their language—when you relate your product to their goals, pains, and workflows.
A few other phrases that work similarly to “How this helps you…” include:
💡 “Why this matters to you…”
💡 “Here’s how you benefit…”
💡 “For you, this means…”
💡 “The impact for you is…”
💡 “What you get from this is…”
💡 “How this makes your life easier…”
Real-World Examples
Let’s look at a few practical situations where this shift makes a difference.
Example 1: Reporting Feature
- Feature-Focused: “We have real-time reporting.”
- Customer-Focused: “The impact for you is that you’ll always have instant access to your company’s latest data, so you can make critical decisions with confidence.”
Example 2: Automation Feature
- Feature-Focused: “Our software automates repetitive tasks.”
- Customer-Focused: “How this makes your life easier is by reducing manual work so your team can focus on strategic initiatives.”
Example 3: Security & Compliance Feature
- Feature-Focused: “We offer advanced security features and compliance tools.”
- Customer-Focused: “Why this matters to you is that your data remains secure and your company stays compliant with industry regulations—without extra work on your part.”
Try This in Your Next Demo
The beauty of this technique is that it’s simple to apply and works instantly. Here’s how you can start using it:
- Identify a feature you often highlight in demos.
- Think about the real impact it has on your customer’s daily life or business.
- Rephrase your explanation using “How this helps you…” or a similar phrase.
- Observe the reaction—you’ll likely see more engagement and nods of understanding from your audience.
Final Thoughts
The best demos aren’t just about showcasing your product—they’re about showing customers how they win by using it. Making small tweaks in your phrasing can shift the conversation from product-driven to customer-driven, leading to stronger engagement and better outcomes.
Try it in your next demo and see the difference for yourself!
