Product demos are extremely important. Especially for
SaaS companies, they can make or break a deal. They can show prospects exactly
how your product can solve their problems.
Unfortunately, demos are often generic and lack any type
of personalization. If you want to provide an effective demo, you need to
address the specific pain points of your leads, and not just walk them through
Providing a good, engaging demo isn’t always easy, and it can be especially challenging in a remote setting. Here are 4 best practices that can help you deliver great sales demos and improve close rates.
Know how to schedule the demo
Whenever you’re dealing with cold prospecting, there’s no
way to avoid no-shows. However, there are ways you can minimize them. There are
many appointment setting tips that can help you
master the art of scheduling demos and make sure that your prospects actually
The best time to schedule a demo with your prospects is
while you’re still on call with them. Ask them to check their calendar and
suggest a meeting time right away.
If you’re unable to schedule the demo while still on the
call, it’s crucial to follow up as soon as possible and send suggested time
slots or a booking link.
Ideally, you want to schedule the meeting shortly after
the call, not more than five business days after. Leaving too much time between
the initial call and a demo can only make your prospects grow colder or even
turn to a faster competitor in the meantime. To keep things moving faster, it’s
always better to automate sales processes and save time.
It’s best to keep the demo around 30 minutes long, but
always leave more room between meetings to avoid overlapping and have enough
time to prepare. Aim to schedule demos at the end of the workday, between 3 pm
and 5 pm.
Lastly, make sure that the prospect you’re scheduling a
demo with is a key decision-maker who will be able to actually make the buying
Be prepared and well-organized
You can’t expect to deliver a great demo just by
improvising. You need to do your research, get prepared, and rehearse everything
If you want to deliver a demo that converts, you need to
sound confident and be comfortable talking about your product. If you sound
confused and robotic, your prospect won’t find you believable and will lose
Structuring your demo properly is crucial. Not only will
it allow you to strategically share the best features at the beginning and grab
leads’ attention, but it will also help you make sure that you don't forget to
mention anything important.
There’s nothing more awkward and off-putting during the
demo than listening to the sales rep stumble to think of what to say next and
being all over the place.
A proper structure and preparation will also help you
stay within the arranged meeting time. You don’t want to realize that you’re only
halfway into your presentation and the meeting is already coming to an end. By
rehearsing your demo beforehand, you’ll know exactly how much time you need.
Personalize as much as possible
Gone are the days of generic, cookie-cutter marketing and
sales strategies. Today, customers expect a highly personalized, highly relevant experience.
Once you get to the point of booking a demo, you should
already know a lot about your lead. Use this information to customize your demo
and address their specific pain points.
Some of the personalized details you can include in your
- Why is your product suited for
their industry or vertical?
- What makes your product stand out
compared to other products they’ve tried?
- Does your product integrate with
other solutions they already use?
- What makes your product ideal for
your leads’ type of organization or team size?
Although it’s important to present what your product has
to offer, try to refrain from talking about every single feature. It can easily
become too overwhelming, so only focus on those solutions that are actually
relevant to your lead.
Stay in touch with your prospects
Finally, make sure to always stay in touch with your
prospects. Sending them reminders about the sales demo can significantly
improve your demo show rates.
After the meeting, no matter how successful the demo was,
it is crucial to follow up. Some deals require several rounds of
correspondence, so you have to be persistent and always stay on their radar.
The key is to not be too pushy, but make sure to stay connected.
Once you make it that far and get your prospects to hear
about your product, you can't afford to lose them due to a missed follow-up.
To ensure that you never forget to follow up, choose a sales engagement platform that will help you
automate such menial tasks. With the right solution you’ll be able to handle
every lead with maximum efficiency and stay in touch with them to keep them
It’s best to follow up within 24 hours after the demo and
send an email asking what their opinion is about your product.
Always include a strong CTA and clarify what the next
steps are. Let them know that you’re available if they have any questions or
concerns and make sure to answer them as soon as possible.
Demos offer you a unique opportunity to build stronger
relationships with your leads, understand product fit, address their specific
pain points, and resolve their concerns. It is a crucial step to move a qualified
lead towards a close. Follow these tips to make the most out of your demos and
utilize them to their fullest potential.