How to create and deliver compelling sales demos
Show your product in action with personalized, story-driven demonstrations that prove value and move deals forward.
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0 of 7 steps completedStep-by-Step Instructions
1 Step 1: Discover before you demo—understand their use case
Step 1: Discover before you demo—understand their use case
Never give a generic demo. Ask: What are you trying to accomplish? What's your current process? What would success look like? Tailor the demo to their specific scenario. A demo that addresses their exact pain point is 10x more effective than a feature tour.
2 Step 2: Lead with the outcome, not the login screen
Step 2: Lead with the outcome, not the login screen
Start with impact: "By the end of this demo, you'll see how we reduce support tickets by 40%." Don't waste time on setup, navigation, or admin features unless they're relevant. Jump to the value. Respect their time and attention.
Great Demo! by Peter Cohan
Framework for delivering outcome-focused, compelling product demos
3 Step 3: Tell a story with real-world data and scenarios
Step 3: Tell a story with real-world data and scenarios
Don't use generic sample data ("John Doe, Acme Corp"). Use data that reflects their industry, company size, and use case. Walk through a day-in-the-life or specific workflow. Stories make demos memorable and relatable.
4 Step 4: Show, don't tell—demonstrate value through interaction
Step 4: Show, don't tell—demonstrate value through interaction
Let them see the product in action. Click through real workflows. Show before/after comparisons. Demonstrate the "aha moment" live. Passive slideshows don't sell—active product demonstrations do.
5 Step 5: Address their objections proactively during the demo
Step 5: Address their objections proactively during the demo
If you know they care about integrations, show integrations. If they worry about onboarding complexity, show how easy setup is. Anticipate concerns and build proof points into the demo. Don't wait for objections to surface—defuse them early.
6 Step 6: Engage the audience with questions and pause for feedback
Step 6: Engage the audience with questions and pause for feedback
Demos are conversations, not monologues. Ask: "Does this match your workflow?" "Would this solve the problem you described?" Check in frequently. Engagement keeps attention and surfaces concerns in real-time.
7 Step 7: End with clear next steps and reinforce value
Step 7: End with clear next steps and reinforce value
Recap what they saw and how it solves their problem. Confirm they're aligned on next steps: trial, POC, proposal. Don't let the demo end without momentum. The goal isn't just to impress—it's to advance the deal.
Mutual Action Plans (Close Plan)
Align on next steps with shared timelines after demos
