If you’ve purchased a CRM before, you’ve seen a demo. The vendor
or consultant takes stakeholders through the various product screens to show them
the interface, where they can access specific functions, and how the features address
their use cases. Demoing a CRM lets the vendor or consultant:
- Ensure the most stand-out aspects of the
solution are highlighted
- Prove their knowledge and build the client’s confidence
in their abilities
- Identify unmet needs and answer any questions
that come up
Traditional CRM demos are personalized and thorough, which
makes them a reliable option for most consultants. But, when a client is
looking to replace their existing CRM, a reverse demo can be a surprisingly effective
What is a
Reverse CRM Demo?
In a traditional demo, a consultant takes their client on a
tour of the potential application. In a reverse demo, however, the client tours
the consultant through their existing system.
A reverse CRM demo lets the client control the conversation.
They’re able to show their consultant:
- What excites them about the existing CRM
- The features they love and would like to new CRM
- The pain points that frustrate them about the CRM
- The capabilities of the CRM they rarely use or don’t
see the value in
The reverse demo gets both the client and consultant thinking
critically about the use cases of a new system. The client is engaged and
forced to articulate their needs to perform the demo. Meanwhile, the consultant
is able to explore deeper into the client’s motivations and uncover unmet needs
they weren’t previously aware of.
How to Make the Most of a Reverse Demo
A successful reverse CRM demo requires some preparation on your part. Your team must strategize their goals and the most important features they want to highlight. Here are a few things to keep in mind as you begin that process.
Be Open & Honest
To make the most of your reverse CRM demo, you must be honest about the challenges you’re facing. If you're worried about sharing sensitive company information, ask your consultant to sign a non-disclosure agreement to protect your confidentiality.
Demo Your Day-to-Day
Demo how you use the system for your day-to-day activities. If multiple stakeholders are demoing, each can highlight their department’s use cases. If, however, there is only one person in charge of the reverse demo, you’ll need input from those teams first. Poll your users and compile a condensed list of the top activities they perform in the system. Make sure you can highlight those use cases during the demo.
Think About Customer Perspectives, Too
Are there any customer-facing elements that will be affected by a new CRM? Is your CRM intertwined with eCommerce, a website, or a customer portal? Alert your consultant to these processes and how you’d like to see them improved with your next system.
Hopefully this post has helped you better understand the
concept of a reverse CRM demo and its potential benefits as you search for a
new CRM solution. If you’d like to explore this approach with an expert
consultant, get in
touch with our team.