When it comes to software demos, there’s a delicate balance between showing enough features to impress and showing so many that you overwhelm your audience.
I’ve thought a lot about this, especially how the number of features you present impacts two key things:
- Your close rate.
- The customer’s ability to make a decision.
And here’s the spoiler: “It’s better to have than to need” does NOT apply to demos.
The Problem with Showing Too Many Features
Imagine you’re at a restaurant, handed a menu with hundreds of options. You spend forever deciding, only to second-guess your choice after ordering.
That’s decision paralysis.
Now think about your software demo. If you bombard your prospect with a feature parade—clicking through tabs, showcasing every tool, and diving into advanced configurations—you’re handing them the equivalent of that overwhelming menu.
And just like in the restaurant, too many options can stall their decision-making process.
The result?
- Your message gets diluted.
- The customer forgets the key value of your product.
- The sale becomes harder to close.
Enter Feature Discipline
This is where Feature Discipline saves the day.
Feature Discipline means intentionally choosing a small subset of features that directly solve your customer’s problems.
Instead of saying, “Look at everything our product can do,” you’re saying, “Here’s how we’ll solve your specific challenges.”
And here’s the kicker: you don’t need to show 100% of your product to make the sale.
In most cases, highlighting 15% of the features is more than enough.
Why Less Is More
Focusing on fewer features makes your demo:
- Clear and Simple:
You’re guiding the customer through a straightforward narrative that connects your product to their needs. - Memorable:
People remember clarity, not chaos. By focusing on fewer features, you make the demo more impactful. - Actionable:
When customers see exactly how your solution addresses their pain points, they’re more likely to move forward. - Faster to Close:
With fewer distractions, the decision-making process speeds up.
How to Practice Feature Discipline
- Understand the Customer’s Core Problem:
Start by identifying the top 1–3 challenges your customer needs to solve. - Tailor the Demo:
Customize your demo to highlight only the features that address those challenges. - Resist the Urge to Over-Showcase:
Even if your product can do 50 amazing things, focus on the 5 that truly matter. - Reinforce the Message:
At the end of the demo, summarize how those specific features will solve their problems.
Does This Really Work?
Absolutely.
By keeping your demo focused and intentional, you avoid overwhelming your audience. You position your product as a targeted solution, not a complex maze.
And the best part?
It leads to higher close rates and faster decisions.
