From all the demos I’ve seen, there’s a recurring mistake.
Getting into the specific cababilities of your software prematurely.
When your potential customers is far from being ready for this level of input.
The concept of „Layered Information“ is about tailoring the depth and complexity of the information you are going to present based on the prospect’s awareness and understanding of their problem and potential solutions.
𝗟𝗮𝘆𝗲𝗿 𝟭 – 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗦𝘁𝗮𝗴𝗲: For potential customers who are unaware of your product or even unaware that they have a specific problem, the information should be high-level and introductory. The focus here is on educating them about the problem and introducing your product as a potential solution. This stage is about creating awareness and sparking interest.
𝗟𝗮𝘆𝗲𝗿 𝟮 – 𝗖𝗼𝗻𝘀𝗶𝗱𝗲𝗿𝗮𝘁𝗶𝗼𝗻 𝗦𝘁𝗮𝗴𝗲: At this level, the prospects acknowledge their problem and are actively looking for solutions. The demo needs to delve deeper, explaining how your solution addresses their specific issues. The information should be more detailed, showcasing the benefits of your product.
𝗟𝗮𝘆𝗲𝗿 𝟯 – 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻 𝗦𝘁𝗮𝗴𝗲: Here, the prospects are comparing multiple solutions and are close to making a final decision. They require detailed, nuanced information, including technical specifics, advanced features, integration capabilities, support services, pricing….
Understanding which layer of information your prospect requires allows for more effective communication, ensuring that your demo is relevant, engaging, and capable of moving them to the next stage in their buyer journey.
Applying this approach ensures that each of your demo is as effective as possible, by aligning the depth and detail of information with your prospect’s current stage in the decision-making process.
🔑 𝗧𝗵𝗲 𝗟𝗲𝘀𝘀𝗼𝗻: Don’t jump to Layer 2 or 3 solutions (like detailed AI features) when your audience is still at Layer 1, unaware of the basic problems that technology can solve.
How layered information are used wrong: Selling a CRM to a Bakery
Scenario:
Imagine a small, traditional bakery that has been operating for decades using manual methods for inventory management, sales tracking, and customer interactions. The owner, focused on artisanal baking techniques, has never considered modernizing their business processes.
Layer 2 or 3 Information (Irrelevant to Them):
A sales representative approaches the bakery owner to demonstrate an advanced AI solution designed to optimize inventory management using predictive analytics, integrate real-time sales data for efficient stock replenishment, and automate customer relationship management through AI-driven insights.
Why It’s Not Relevant:
In this scenario, the bakery owner is not even in the awareness stage of their need for technological advancements in their operations. They are unfamiliar with the problems that the AI solution is designed to solve and may not even recognize these as issues in their current way of doing business. Offering detailed, technical information about predictive analytics and AI-driven CRM is not only irrelevant but could also be overwhelming and confusing, as these concepts are far removed from their everyday experience and immediate business concerns.
This example highlights the importance of first raising awareness about the potential problems and inefficiencies that technology can address before delving into sophisticated solutions.
It’s essential to first create awareness and then gradually introduce more sophisticated solutions.
Real-World Example: Demonstrating and Selling a CRM System
Lets have a look at an example when selling a CRM system to a potential customer, and how the layered information approach applies to this:
When it comes to selling CRM (Customer Relationship Management) tools, understanding your audience’s level of awareness and tailoring your demo to their needs is crucial. This is where the concept of „Layered Information“ shines. In this guide, we’ll explore how to apply this strategy in real-world scenarios, especially from the perspective of CRM tools.
Layer 1 – Awareness Stage
Scenario: You’re speaking with a small business owner who still relies on spreadsheets to manage customer interactions. They might not even realize the inefficiencies they’re facing.
Approach: Your demo focuses on the high-level benefits of a CRM tool – like centralizing customer information and improving follow-ups. You’re not delving into technicalities but rather highlighting the transformation from chaotic spreadsheets to organized, efficient customer management.
Real-world example: Show how a CRM can provide a unified view of customer interactions, vastly improving their current spreadsheet-based system.
Layer 2 – Consideration Stage
Scenario: Here, you meet a marketing manager who’s aware of CRM systems but hasn’t adopted one. They know their challenges but are uncertain about the solution.
Approach: Your demo goes deeper, showcasing specific features of your CRM tool – like automated email marketing, lead scoring, and detailed customer analytics. You’re connecting each feature to their daily challenges.
Real-world example: Demonstrate how automated email campaigns can increase engagement, or how lead scoring can help prioritize customer follow-ups, making their marketing efforts more targeted and efficient.
Layer 3 – Decision Stage
Scenario: You’re now dealing with an IT manager comparing different CRM tools, looking for the best fit.
Approach: This demo is highly detailed. You discuss technical specifics, integration capabilities, customization options, and detailed cost-benefit analyses. You’re addressing not just why they need a CRM, but why your CRM is the superior choice.
Real-world example: Show how your CRM integrates seamlessly with existing tools they use, like accounting software or e-commerce platforms. Discuss the support and training you offer, and present case studies showing ROI from businesses similar to theirs.
Conclusion
Understanding and implementing „Layered Information“ in your CRM tool demos can significantly improve your sales process. It’s about presenting the right information at the right time, tailored to the prospect’s level of understanding and needs. This approach not only demonstrates your expertise and the value of your product but also builds trust with your prospects, guiding them effectively through their decision-making journey.
